MKT 100 Lecture Notes - Lecture 83: Anti-Globalization Movement, Root Mean Square

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Bonato

Document Summary

Globalization obviously has its critics, and those critics very well may have a point. But globalization also has been progressing at a steady and increasing pace. With that development in mind, let"s look at how fi rms determine in which countries to expand their operations. Because different countries, with their different stages of globalization, offer marketers a variety of opportunities, fi rms must assess the viability of various potential market entries. As illustrated in exhibit 7. 2, we examine four criteria necessary to assess a country market: economic analysis, infrastructure and technological analysis, government actions or inactions, and sociocultural analysis. Information about these four areas offers marketers a more complete picture of a country"s potential as a market for products and services. As the industrialized west has put into place laws that protect workers" rights, workers" safety, and the environment, u. s. firms also have outsourced production to less developed countries that either have no such laws or don"t enforce them.