文档介绍：Marketing Chapter 1 The Scope and Challenge of International Marketing
The Scope and Challenge of International Marketing
Chapter 1
McGraw-Hill/Irwin
? 2005 The McGraw-panies, Inc1>. All rights reserved.
PowerPoint presentation prepared by:
Professor Rajiv Mehta
Associate Professor of Marketing
New Jersey Institute of Technology
Newark, .
Chapter Learning Objectives
1. The changing face of . business
2. The scope of the international marketing task
3. The increasing importance of global awareness
4. The progression of ing a global marketer
5. The importance of the self-reference criterion (SRC) in international marketing
Preface
“Never before in American history have . businesses, large
and small, been so deeply involved in and affected by
international business. A global economic boom, unprecedented
in modern economic history, has been under way as the drive for
efficiency, productivity, and open, unregulated markets sweeps
the world. Powerful economic, technological, industrial, political,
and demographic forces are converging to build the foundation of
a new global economic order on which the structure of a
one-world economic and market system will be built”
(Cateora and Graham)
Global Perspective: Recent Events
Information technology boom of the late 1990s
Wars in Afghanistan and Iraq
September 11th attacks on the World Trade Center