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McGraw-Hill/IrwinCopyright?2021byTheMcGraw-HillCompanies,Inc.Allrightsreserved.TheScopeandChallengeofInternationalMarketingChapter1
1-*LearningObjectivesLO1ThebenefitsofinternationalmarketsLO2ThechangingfaceofU.S.businessLO3ThescopeoftheinternationalmarketingtaskLO4Theimportanceoftheself-referencecriterion (SRC)ininternationalmarketingLO5TheincreasingimportanceofglobalawarenessLO6Theprogressionofbecomingaglobalmarketer
1-*GlobalCommerceCausesPeaceGlobalcommercethrivesduringpeacetimeEconomicboominNorthAmericainthelate1990slargelyduetotheendofthecoldwar
TheInternationalizationofU.S.Businesses1-44
1-55
TheInternationalMarketingTaskOneTwoThreeFour1-6
Exhibit1.2SelectedU.S.CompaniesandTheirInternationalSalesSource:Compiledfromannualreportsoflistedfirms,20211-77
1-88
1-*Self-ReferenceCriterionEthnocentrismSelf-ReferenceCriterion(SRC)isanunconsciousreferencetoone’sownculturalvalues,experiences,andknowledgeasabasisfordecisions.Ethnocentrismisthenotionthatpeopleinone’sowncompany,culture,orcountryknowbesthowtodothings.BoththeSRCandethnocentrismimpedetheabilitytoassessaforeignmarketinitstruelight.
1-*DevelopingGlobalAwarenessTobegloballyawareistohave:toleranceofculturaldifferencesandknowledgeofcultures,history,worldmarketpotential,andglobaleconomic,social,andpoliticaltrends10
1-*StagesofInternationalMarketingInvolvementNoDirectForeignMarketingInfrequentForeignMarketingRegularForeignMarketingInternationalMarketingGlobalMarketing11
1-*FactorsFavoringFasterInternationalizationCompanieswitheitherhightechnologyand/ormarketing-basedresourcesarebetterequippedtointernationalizethanmoretraditionalmanufacturingcompanies(Tsenget.al.,2007)Smallerhomemarketsandlargerproductioncapacitiesfavorinternationalization(FanPhan,2007)andFirmswithkey
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