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CHAPTER 9
Reaching Global Markets
TEACHING RESOURCES QUICK REFERENCE GUIDE
Resource
Location
Purpose and Perspective
IRM, p. 162
Lecture Outline
IRM, p. 163
Discussion Starters
IRM, p. 174
Class Exercises
IRM, p. 176
Answers to Developing Your Marketing Plan
IRM, p. 179
Answers to Discussion and Review Questions
IRM, p. 180
Comments on the Cases
IRM, p. 182
Video Case 9.1
IRM, p. 182
Case 9.2
IRM, p. 183
Examination Questions: Essay
Cognero
Examination Questions: Multiple-Choice
Cognero
Examination Questions: True-False
Cognero
PowerPoint Slides
Instructor’s website
Note: Additional resources may be found on the accompanying student and instructor websites at
PURPOSE AND PERSPECTIVE
In deference to the increasingly global nature of marketing, we devote this chapter to the unique features
of global markets and international marketing. We begin by considering the nature of global marketing
strategy and the environmental forces that create opportunities and threats for international marketers.
Next, we consider several regional trade alliances, markets, and agreements. Then we examine the modes
of entry into international marketing and companies’ degrees of involvement in it, as well as some of the
structures that can be used to organize multinational enterprises. Finally, we examine how firms may alter
their marketing mixes when engaging in international marketing efforts. All of these factors must be
considered in any marketing plan that includes an international component.
