International Marketing
The Scope and Challenge of International Marketing
Chapter 1

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What Should You Learn?
• LO1: The benefits of international markets • LO2: The changing face of U.S. business • LO3: The scope of the international marketing task • LO4: The importance of the self-reference criterion (SRC) in international marketing • LO5: The increasing importance of global awareness • LO6: The progression of becoming a global marketer
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LO1

Global Perspective: Global Commerce Causes Peace

• Global commerce during peace time – Commercial aircraft and space vehicle industries – Mobile phone industry – Individuals and small companies • International markets are ultimately unpredictable – Flexibility means survival
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Thursday, 27 February 14

LO1

Global Perspective: Global Commerce Causes Peace
Basil pesto from Israel + raw materials and glass jars from Arab partner = Moshe & Ali’s Gourmet Foods

http://www.peaceworks.com/press/libraryArticleMakingPeaceByMakingPastaSauces.html

COOPERATION NEVER TASTED SO GOOD!™
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LO1

Events and Trends Affecting Global Business

• The rapid growth of the World Trade Organisation and regional free trade areas • The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe • The burgeoning impact of the Internet, mobile phones, and other global media on the dissolution of national borders • The mandate to properly manage the resources and global environment for the generations to come
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LO2

The Internationalization of U.S. Business

• Increasing globalisation of markets • Increasing number of U.S. companies are foreign controlled
– $23.4 trillion in foreign investment in the U.S.

• Increasing number of foreign companies building and buying manufacturing