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Chapter 19 - 19 LearningObjectives ,youshouldbeableto 1...

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The Global Marketplace 19 19 Principles of Marketing
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Learning Objectives After studying this chapter, you should be able to: 1. Discuss how the international trade system,  economic, political-legal, and cultural environments  affect a company’s international marketing  decisions 2. Describe three key approaches to entering  international markets 3. Explain how companies adapt their marketing mixes  for international markets 4. Identify the three major forms of international  marketing organizations 19-2
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Chapter Outline 1. Global Marketing Today 2. Looking at the Global Marketing Environment 3. Deciding Whether to Go Global 4. Deciding Which Markets to Enter 5. Deciding How to Enter the Market 6. Deciding on the Global Marketing Program 7. Deciding on the Global Marketing Organization 19-3
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Global Marketing Today A global firm  is one that, by operating in more  than one country, gains marketing,  production, R&D, and financial advantages  that are not available to purely domestic  competitors The global firms sees the world as one market 19-4
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Global Marketing Today Global firms ask a number of basic questions What market position should we try to establish in  our own country, in our economic region, and  globally? Who will our global competitors be, and what are  their strategies and resources? Where should we produce or source our product? What strategic alliances should we form with other  firms around the world? 19-5
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Looking at the Global Marketing  Environment The International Trade System Restrictions on trade between nations include: Tariffs Quotas Exchange controls Non-tariff trade barriers 19-6
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Looking at the Global Marketing  Environment The International Trade System Tariffs  are taxes on certain imported products designed  to raise revenue or to protect domestic firms Quotas  are limits on the amount of foreign imports a  country will accept in certain product categories to  conserve on foreign exchange and protect domestic  industry and employment 19-7
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Looking at the Global Marketing  Environment The International Trade System Exchange controls  are a limit on the amount  of foreign exchange and the exchange rate  against other currencies Nontariff trade barriers  are biases against  bids or restrictive product standards that go  against American product features 19-8
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Looking at the Global Marketing  Environment The International Trade System The World Trade Organization and GATT The General Agreement on Tariffs and Trade   (GATT) is a 59-year-old treaty designed to  promote world trade by reducing tariffs and  other international trade barriers Uruguay Round reduced merchandise tariffs by  30 percent and set up the World Trade Organization  to enforce GATT rules 19-9
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