MGMA01H3 Lecture : Chapter 19.docx
Document Summary
As global trade grows, global competition does also. Look @ global marketing enviro -> deciding whether to go global-> decide which markets to enter -> decide how to enter market -> decide on the global marketing prgm->decide on the global marketing org: major marketing decisions model. Delaying taking steps to internationalizing = risk of being shut out of growing markets. Companies that decide to go global may face highly unstable governments & currencies, restrictive gov"t policies & regulations, and high trade barriers. Global firm: a firm that, by operating in mto country, gains r&d, production, marketing, and financial adv in its costs and reputation that are not available to purely domestic competitors: minimizes national boundaries, develops transnational brands. The world trade organization and gatt: gatt: a treaty designed to promote world trade by reducing tariffs and other international trade barriers. Oversees legal ground rules for international trade.
