Terms: Chapter 1

Here are key terms to understand from Chapter 1 of your text . . . (expect a quiz!)

1.1.  International marketing is business for profit that crosses a national border [boundary].

Imp.  As soon as a national border is crossed, different factors affect business.

1.2.  Environmental factors are situations or circumstances that affect doing business.

Imp.  Marketers must learn about different environmental factors, and adjust [adapt] to them.

1.3.  Self-reference criteria. When in another culture we do what we have learned before without thinking.

Imp.  This can become a major problem in another culture, resulting in perceived rude behavior or alienating oneself from the host country.   

1.4.  Three strategic orientations.  A business’s international sales are:

• not important [incidental] because most sales are domestic [local];
• very important [crucial] to sales but each country is treated alone; or
• serving global market segments around the world.

Imp.  As competition increases, many companies need to have a global marketing plan.