Principles of Marketing, 17/e

19 Reviewing and Extending the Concepts

Objectives Review and Key Terms

Objectives Review

Companies today can no longer afford to pay attention only to their domestic market, regardless of its size. Many industries are global industries, and firms that operate globally achieve lower costs and higher brand awareness. At the same time, global marketing is risky because of variable exchange rates, unstable governments, tariffs and trade barriers, and several other factors. Given the potential gains and risks of international marketing, companies need a systematic way to make their global marketing decisions.

Objective 19-1 Discuss how the international trade system and the economic, political-legal, and cultural environments affect a company’s international ...