The Global Marketplace

CHAPTER OBJECTIVES

After reading this chapter, you should be able to:

Discuss how the economic, political-legal and cultural environments affect a company's international marketing decisions. Describe three key approaches to entering international markets. Explain the primary issue of deciding on the global marketing programmes and whether to standardize or adapt their marketing mixes for international markets.

Distinguish among the three main ways companies manage their global marketing organizations.

Preview Case

Advertising With Circulars

Advertising With Circulars

Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.

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