CH4 - Global Marketing Chapter 4 Global Marketing...

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1 © Emmelhainz and Grantham, MARK 3000 Global Marketing Chapter 4 Global Marketing Definition • Marketing that targets markets throughout the world. • Multinational firm • Moves resources and goods across national boundaries without regard to the country in which the headquarters is located. Importance of Global Marketing to the U. S. U.S. exports a fifth of industrial production and about $800 billion in goods One of every 10 jobs in U.S. is supported by exports. Exports account for 25 percent of U.S. economic growth. U.S. is world’s leading exporter of farm products.
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2 © Emmelhainz and Grantham, MARK 3000 Environmental challenges facing global marketers Demographic Makeup Economic and Technological Development Culture Political Structure The common set of values shared by its citizens that determine what is socially acceptable. Significant differences in values, behaviors across countries, regions Language problems • back translation Saudi Arabia
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This note was uploaded on 05/26/2011 for the course MARK 3000 taught by Professor Emmelhainz during the Spring '07 term at University of Georgia Athens.

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CH4 - Global Marketing Chapter 4 Global Marketing...

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