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Part Two
Using Technologyfor Customer Relationships in aGlobal Environment
GlobalMarkets andInternationalMarketing55
 
Copyright © Houghton Mifflin Company. All rights reserved. 5–2
Chapter Learning Objectives
1.To understand the nature of global marketsand international marketing2.To analyze the environmental forces affectinginternational marketing efforts3.To identify several important regional tradealliances, markets, and agreements4.To examine methods of involvement ininternational marketing activities5.To recognize that international marketingstrategies fall along a continuum fromcustomization to globalization
 
Copyright © Houghton Mifflin Company. All rights reserved. 5–3
Chapter Outline
•Environmental Forces in International Markets –Cultural and Social Forces –Economic Forces –Political, Legal, and Ethical Forces –Technological Forces•Regional Trade Alliances, Markets, and Agreements –The North American Free Trade Agreement (NAFTA) –The European Union (EU) –The Common Market of the Southern Cone (MERCOSUR) –Asia-Pacific Economic Cooperation (APEC) –General Agreement on Tariffs and Trade (GATT) and WorldTrade Organization (WTO) –Direct Ownership
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