Chapter 19 - The Global Marketplace 19 19 Principles of...

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Unformatted text preview: The Global Marketplace 19 19 Principles of Marketing 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 companys 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 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 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 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 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 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 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 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 Looking at the Global Marketing...
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This note was uploaded on 04/08/2011 for the course BUS 312 taught by Professor Wittenberg,h during the Spring '08 term at University of Hawaii, Manoa.

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Chapter 19 - The Global Marketplace 19 19 Principles of...

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