Riley Chapter 1 7) Differentiate among the three international marketing concepts. International marketing combines the marketing mix of plan, price, promotion and how to distribute the brand’s product or service to a much larger scale. Before company’s can even consider to penetrate into international markets, they first have to see if their internal and external operations are able to accomplish multiple marketing concepts. The first concept for a brand to enter the international market faster would be if the company had successful technology and a variety of resources that could easily aid distribution. The second would be for small and large home markets to that have successful internal production to consider manufacturing and shipping outside of their regular market. The last concept would be for a company’s running main manager to have close connections with those from other countries, so that way there is an easy international communication that can help the company for penetrating the market. (Cateora, Graham, Gilly & Money, 2020) When penetrating the international market, it is important to have controllable product, price, promotion and research available for distributing. However, the domestic environment and foreign environment will be uncontrollable. This is when the company will have to modify the firm’s original characteristics to match the culture’s political forces, geography, competition, climate and economic climate. All of this goes into how the brand’s product and service will ultimately be viewed by the international market and ignoring these steps can result in failed marketing efforts. (Cateora, Graham, Gilly & Money, 2020) 9) Discuss the three factors necessary to achieve global awareness? In today’s marketplace, it is crucial for businesses and brands to understand what it means to be globally aware, especially when marketing to other cultures to achieve global awareness. The first factor to achieve global awareness, is for a company to incorporate what it means to be globally aware. To be globally aware consists of being able to respect and tolerate one’s differences in their culture, compared to one’s own. It is important to respect these differences, otherwise there won’t be a clear way to communicate these differences in a precise way. The second factor is to understand the history, culture and stay up-to-date on current news and politics. This all plays a role in how a company can begin to achieve global awareness for their brand because it keeps marketing messages relevant the ever-changing culture. The last factor, is to create long-term business relationships with those of other cultures. A variety of people who come from different backgrounds and cultures should be made into a stable group of managers and directors. It is important to have these people ahead of marketing and creating new campaigns when entering a new global market. This diversity is important because they are a key asse ...

1. Riley
Chapter 1
7) Differentiate among the three international marketing
concepts. International marketing
combines the marketing mix of plan, price, promotion and how
to distribute the brand’s product or service to a much larger
scale. Before company’s can even consider to penetrate into
international markets, they first have to see if their internal and
external operations are able to accomplish multiple marketing
concepts. The first concept for a brand to enter the international
market faster would be if the company had successful
technology and a variety of resources that could easily aid
distribution. The second would be for small and large home
markets to that have successful internal production to consider
manufacturing and shipping outside of their regular market. The
last concept would be for a company’s running main manager to
have close connections with those from other countries, so that
way there is an easy international communication that can help
the company for penetrating the market. (Cateora, Graham,
Gilly & Money, 2020)
When penetrating the international market, it is important to
have controllable product, price, promotion and research
available for distributing. However, the domestic environment
and foreign environment will be uncontrollable. This is when
the company will have to modify the firm’s original
characteristics to match the culture’s political forces,
geography, competition, climate and economic climate. All of
this goes into how the brand’s product and service will
ultimately be viewed by the international market and ignoring
these steps can result in failed marketing efforts. (Cateora,
Graham, Gilly & Money, 2020)
9) Discuss the three factors necessary to achieve global

2. awareness?
In today’s marketplace, it is crucial for businesses and brands to
understand what it means to be globally aware, especially when
marketing to other cultures to achieve global awareness. The
first factor to achieve global awareness, is for a company to
incorporate what it means to be globally aware. To be globally
aware consists of being able to respect and tolerate one’s
differences in their culture, compared to one’s own. It is
important to respect these differences, otherwise there won’t be
a clear way to communicate these differences in a precise way.
The second factor is to understand the history, culture and stay
up-to-date on current news and politics. This all plays a role in
how a company can begin to achieve global awareness for their
brand because it keeps marketing messages relevant the ever-
changing culture.
The last factor, is to create long-term business relationships
with those of other cultures. A variety of people who come from
different backgrounds and cultures should be made into a stable
group of managers and directors. It is important to have these
people ahead of marketing and creating new campaigns when
entering a new global market. This diversity is important
because they are a key asset to learning and becoming more
immersed into what is currently happening with a specific
culture, as well as will be able to communicate their knowledge
effectively to an audience they understand. (Cateora, Graham,
Gilly & Money, 2020)
Chapter 2:
7) What is the role of profit in international trade? Does profit

3. replace or complement the regulatory function of pricing?
Discuss.
The role of profit in international trade determines whether
more businesses will enter the industries’ market that is sourced
out to another country or stay put and not expand. The higher
the profit for a firm the more efficient their operations can run
and the more products and campaigns they can create to
continue to expand internationally. When profit is invested in
failing marketing objectives, that can be a drawback for the
company and for others who aspire to expand. (Pettinger, 2018)
Profit replaces and can contribute to how products and services
are priced. When an investment is made using the excess profit,
that can be put back into operations and therefore replaced into
the business’s running systems. However, if a firm were to lose
profit they may need to increase the price to make up for loses.
(Sawyer, 1983)
17) Discuss the evolution of world trade that led to the
formation of the WTO. It wasn’t until after World
War II when the United States and other countries around the
world wanted a system where they could trade internationally
with the idea of being able to raise the economies of other
countries. When the economic depression arrived in the 1930s,
world trade had a massive decline due to the faster growing
amount of people becoming unemployed. The hope for resources
and a thriving economy balanced on the shoulders of the
countries meeting to come up with a system that could put an
end to a shortage of economic resources needed by other
counties in times of need. The initial plan was created by the
International Trade Organization to decrease barriers of trade
and increase agreements for which resources can be brought to
help aid running businesses. For which, GATT was established
to set the rules and regulations for tariffs and trade in 1948,
which then became the World Trade Organization with

4. regulations that measure international trade today.
(VanGrasstek, 2013)
Citation Page
Cateora, P. R., Money, R. B., Gilly, M. C., & Graham, J. L.
(2020) International Marketing. (18th ed.) New York, NY:
McGraw Hill.
Pettinger, T. (2018). The Role of Profit in an Economy. doi:
https://www.economicshelp.org/blog/572/business/the-
role-of-profit-in-an-economy/
Sawyer, M. C. (1983). Business Pricing and Inflation. Springer.
doi: https://link.springer.com/content/pdf/bbm:978-1-349-
03166-5/1.pdf
VanGrasstek, C. (2013). The History and Future of The World
Trade Organization . World Trade Organization. doi:
https://www.wto.org/english/res_e/booksp_e/historywto_e.pdf
Nathan
Chapter 1
“The marketer’s task is the same whether applied to Dimebox,

5. Texas, or Dar es Salaam, Tanzania”. Discuss.
Let’s postulate that Dimebox, TX is home to Wild Bill’s
Barbeque, a 4.9 star google-rated restaurant of some success.
Let’s further assume Bill is doing so well, he’s contemplating
selling his own Texas Hold ‘em beef rub. What are Bill and his
wife going to have to do? How do they know if there’s there a
market for that product? Do they need to hire a marketer? How
many different brands and types of barbecue beef rub will Bill
have to compete against? What is special about their product?
What separates 17 Spice Texas Hold ‘em from all the rest? If
research shows the product has a viable market, where are they
going to produce it? How will he distribute? How far can or
should his initial distribution reach? What must he do if he
distributes across state lines? Can he guarantee enough
placement to keep adequate cash flow? What’s a competitive
retail cost?
These are all basic marketing questions that need to be
answered. Add on to that the legal issues of indemnity, the
wholesale agreements of current beef rub distributors, and
possible direct competition with established beef rub producers
and you have a very rough inventory of what Bill must
contemplate for a local market. But what if
Bill & Mrs. Bill wanted to sell rub to Dar Es Salaam? They
would still have to do research (do they use rub in Tanzania?)
They would still need to know if the product is viable, and
decide on a distribution network, and determine the price point.
But in Dar es Salaam, Bill & Mrs. Bill would have to deal with
the foreign environment uncontrollables described by Cateora et
al (Pg 11), as well as other unanticipated factors. Political
turmoil could close down transportation. Would a local disease
outbreak affect distribution? Would it be advantageous if his
rub was certified kosher or halal? In the final analysis, the
marketing goal for domestic or international commerce is much
the same. International marketing, though, carries another layer
of risks to account for.

6. Prepare your lifelong plan to be globally aware
Global awareness is both a willingness to learn about cultural
differences, cultures, and their history. Important to this task is
tolerance, acceptance, and understanding. These factors are
generally acknowledged to be increased by knowledge,
therefore, studying a foreign culture is important. So what
drives the goal of being culturally and globally aware? Some
motivators that come to mind are a sense of adventure, a
commitment to lifelong learning, an optimism regarding the
future, a natural interest in people and their way of life, a
willingness to take risks, and a love of travel
I started my lifelong global awareness plan at the age of 17,
when I enlisted in the army with the intent of traveling
overseas. Perhaps my set of immigrant parents instilled this
wanderlust in me. Forty seven years and 14 countries later, I’m
just getting started. Interestingly, a study of American
undergraduate students studying abroad by Mark H. Salisbury
(Pg vi) found that the study abroad experience did not
statistically increase the relative appreciation of cultural
differences or comfort with diversity.
Travel is just one route, though. Knowledge can be gleaned
from the local library, television, foreign newscasts such as
Nippon News, BBC, or Al Jazeera, and finally, though chatting
and conversing with people of other countries via Skype or
other online means. Today, technology has shrunk the world
considerably, and opportunities to meet and discuss events with
people of other cultures have never been more available.
Chapter 2
Discuss the evolution of world trade that led to the formation of
the WTO
After World War II, 23 nations - including the United States,
signed the General Agreement on Tariffs and Trade. This
agreement created a framework for nations to reduce tariffs and

7. a governing body to serve as overseer. Since its initial
agreement, the General Agreement on Tariffs and Trade has
conducted eight sessions. The Tokyo session conducted in 1974
was remarkable for the number of non-tariff barriers it
addressed. The last of these sessions was held in 1994 in
Uruguay, which resulted in the member nations voting to create
the World Trade Organization. Unlike the General Agreement
on Tariffs and Trade, the World Trade Organization sets many
trade rules and issues binding decisions (Cateora, et al., Pg 47)
What is the role of profit in international trade. Does profit
replace or complement the regulatory function of pricing?
Profit is a major trade motivator, giving consumers better
purchasing power and through profits helping underdeveloped
nations develop and prosper. Also the surplus production can be
utilized through international trade. Profit complements
pricing. As addressed by by Michael Mann and Robert L.
Rosiello (1992), pricing that is on point can be a major profit
driver,
References
Cateora, Philip R., Money, R. Bruce, Gilly, Mary C., & Graham,
John L. (2020) International Marketing, 18th ed, McGraw Hill,
New York
Marn, Michael V., Rosiello, Robert L., (1994) Managing Price,
Gaining Profit, Harvard Business Review, Sep-Oct 1992
Salisbury, Mark H., (2011) The Effect of Study Abroad on
Intercultural Competence Among Graduate College
Student, University of Iowa, Proquest LLC, Ann Arbor, MI