This chapter presents the following content: Global marketing today, looking at the global marketing environment, deciding whether to go global, deciding which markets to enter, deciding how to enter the market, deciding on the global marketing program, deciding on the global marketing organization.
The creation of the North American Free Trade Agreement and the World Trade Organization stepped up the controversy between protectionists and free traders. Protectionists argue that imports should be limited to reduce foreign competition with goods produced in the United States, to remedy balance of trade and balance of payments problems, and to encourage U.S. industries vital to national security and economic welfare.
With significant changes in technology, expanding economies, and international trade agreements, the global marketplace continues to grow and change rapidly. The United States imports approximately $1.2 trillion and exports $772 billion in goods per year. Import/Export Kit For Dummies provides entrepreneurs and small- to mid-sized businesses with the critical, entry-point information they need to begin exporting their products around the world and importing goods to sell in the U.S.
Chapter 15 discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions; discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions; explain how companies adapt their marketing mixes for international markets; identify the three major forms of international marketing organization.