BU352 Chapter 16: Global Marketing
Document Summary
Competition is no longer local, provincial, or even national; it is global. Canadian companies compete globally for raw materials, labour, knowledge, & markets for products. In canada, the market has evolved from a system of local and provincial marketplaces, to national markets, to geographically regional markets (ex: canada & us together), to international markets, and finally to global markets. Globalization: increased flow of goods, services, people, technology, capital, info, & ideas around the world impacts are economic, political, social, cultural, and environmental. Globalization creates interdependency among firms and divisions of firms spread around the world. Globalization created economies of scale, and made it possible for many market niches that are not profitable at the provincial or national level to become profitable at the global level. Elimination of trade barriers and other government actions allows goods/ideas to move quickly and efficiently around the world facilitates quick delivery to better meet needs of global consumers.
