Professional Documents
Culture Documents
https://testbankfan.com/download/marketing-real-people-real-choices-8th-edition-solo
mon-solutions-manual/
Chapter 2
I. CHAPTER OVERVIEW
In this chapter, students are introduced to global marketing and explore ways in which economic,
political, legal, and cultural issues influence global as well as domestic marketing strategies and
outcomes. These issues also affect whether or not businesses choose to enter a global market.
Students also learn that if a business does enter a global market, the level of commitment is
directly related to the level of control. The chapter discusses how marketers make product, price,
place, and promotion decisions in foreign markets. Ethical business practices are important for
the firm to do its best for stakeholders and to avoid the consequences of low ethical standards.
Many firms practice sustainability when they develop target marketing, product, price,
place/distribution, and promotion strategies designed to protect the environment.