5  Global Markets and International Marketing

 

Shakira Unplugged – Talent?

 

A.  The Nature of International Marketing

                What are some numbers?

 

B.  Environmental Forces in International Markets

                Heinz’s Global Success (114)

 

                1.  Cultural, Social, and Ethical Forces

                                Summarize the differences in each and check out 5.1 (116)

 

 

 

                2.  Economic Forces

                                Be familiar with the terms in bold

 

 

 

                3.  Political and Legal Forces

                                How are these unique?

 

 

                4.  Technological Forces

                                What are some global differences?

 

 

C.  Regional Trade Alliances, Markets, and Agreements  (Provide details on each)

                1.  NAFTA

 

                2.  EU

 

                3.  MERCOSUR

 

                4.  APEC

 

                5.  GATT & WTO

 

                Universal Studios Goes to Japan (123)

 

 

D.  International Involvement (explain each)

                1.  Importing and Exporting

 

                2.  Trading Companies

 

                3.  Licensing and Franchising

 

                4.  Contract Manufacturing

 

                5.  Joint Ventures

 

                6.  Direct Ownership

 

 

E.  Customization vs Globalization (what are the principles)

 

 

 

Cases:  Subway & Dat’l Do-It, and USA Today