Chapter 1 The Global Marketing Imperative

1. 0 Chapter 1 The Global Marketing Imperative

2. What is International Marketing? 0 • International marketing consists of the activity, institutions, and processes across national borders that create, communicate, deliver, and exchange offerings that have value for stakeholders and society. • Forms of international marketing include export– • Marketing serves as a key agent of societal change and as a key instrument for the development of societally responsive business strategy.

3. What is International Marketing? 0 • Questions to consider to deal with international issues and repercussions and make appropriate decisions:

4. What is International Marketing? 0 • Questions to consider to deal with international issues and repercussions and make appropriate decisions:

5. The Importance of World Trade 0 • World trade in merchandise has expanded from $6.2 trillion in 2000 to over $15.1 trillion in 2008. • Global growth of trade has outperformed the growth of domestic economies in the past few decades.

6. The Importance of World Trade 0 • Trading blocs encourage trade relations between their members through rules and standards, and also affect the trade and investment flows of nonmember countries.

7. Global Linkages 0 • Global linkages bind countries, institutions, and individuals closely. • These linkages have also become more intense on an individual level.

8. Global Linkages 0 • World trade is also bringing about a global reorientation of corporate processes, which opens up entirely new horizons. • The level of global investment has

9. Global Linkages 0 • Realignments taking place on both _____ and _____ levels make past trade orientations partially obsolete. • The growth in the overall ______ and _____ of both merchandise and services trade has had a major impact on firms, countries, and individuals.

10. Domestic Policy Repercussions 0 • Currency flows set exchange rates, which are the values of currencies relative to each other.

11. Domestic Policy Repercussions 0 • The global market imposes increasingly tight limits on national economic regulation and sovereignty. • These measures too have been restrained by international agreements that regulate trade restrictions, particularly through the World Trade Organization (WTO).

12. Domestic Policy Repercussions 0 • Though closer economic relations result in many positive effects, interdependence decreases a nation’s capability to do things its own way.

13. Opportunities and Challengesin International Marketing 0 • To handle newly emerging forces and dangers of unforeseen influences from abroad, firms need to:

14. Opportunities and Challengesin International Marketing 0 • The growth of global business activities offers increased opportunities. • International opportunities require an awareness of global developments, an understanding of their meaning, and a development of capabilities to adjust to change.