The document discusses several major international marketing decisions including deciding whether to go international, which markets to enter, and how to enter those markets. It also covers looking at the global marketing environment, factors in different country's economic and cultural environments, and options for a company's global marketing program such as standardized versus adapted marketing mixes. Standardized mixes use the same strategies globally while adapted mixes adjust elements to each target market.

2. Global Marketing Global firm – a firm that, by operating in more than one country , gains R&D, production, marketing and financial advantages in its costs and reputation that are not available to purely domestic competitors.

3. Major International Marketing Decisions Looking at the Global Marketing Environment Deciding whether to go international Deciding which markets to enter Deciding how to enter the market Deciding on the Global Marketing program Deciding on the Global Marketing organization

4. Looking at the Global Marketing Environment The International Trade Systems GATT and WTO Regional Free Trade Zones (EU, NAFTA) Economic Environment Political – Legal Environment Cultural Environment Subsistence economies Raw Material Exporting economies Industrializing economies Industrial economies Attitudes toward international buying Government bureaucracy Political stability Monetary regulations Folkways, Norms and Taboos Business Norms and Behavior

5. Deciding How to Enter the Market Exporting Indirect Direct Joint Venturing Direct Investment Licensing Contract Manufacturing Management conrtacting Joint ownership Assembly facilities Manufacturing facilities

6. Deciding on the Global Marketing Program Standardized Marketing Mix Adapted Marketing Mix International Marketing Strategy for using same Marketing Mix in all company’s international markets International Marketing Strategy for adjusting Marketing Mix elements to each international target market Straight Extension Communication Adaptation Product Adaptation Dual Adaptation Product Invention Don’t change product Adapt product Don’t change promotion Adapt promotion Develop new product P R O M O T I O N PRODUCT