This book is organized into five sections. Part 1 of the book sets the context by reviewing
the global marketing environments. Particular attention is paid to market assessment
and situation analysis tools, such as CAGE cultural, administrative, geographic,
and economic distances and PEST political, economic, social, and technological
environments, in Chapters 1 and 2. Drilling more deeply on the cultural and political
legal environments, Chapter 3 reviews models of cross-cultural management and their
implications to marketing strategies and Chapter 4 develops a political risk model that
helps in risk assessment. Chapter 5 closes the first part of the section by examining
global, regional and national market similarities and differences. The chapter also discusses
the important trade blocs that facilitate international trade. Taken together, Part
1 deals with an analysis of the external, mostly uncontrollable, marketing environment.
Part 2 consists of four chapters relating to functional marketing strategies, including
global marketing research, international market selection, global market entry
strategies, and segmentation, targeting and positioning. Marketing research in the
international environment is more complex and riddled with cultural and legal variations
that make the collection and interpretation of results difficult to apply uniformly
across countries. Marketing managers may make the mistake that if it works at home,
it will also work abroad. Searching for opportunities around the world necessitates
both market research and a deliberate, systematic analysis of varying conditions that
drive demand. International market selection models are covered next. International
marketing entry decisions often follow market selection decisions and involve a
tradeoff between risk and control. Marketers willing to invest in markets must
also realize financial returns to justify it. Non-equity modes
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