CHAPTER 1
Introduction to Global Marketing
CHAPTER OUTLINE
I. The Importance of Global Markets
A. Why Companies Seek Global Markets
II. The Development of Global Marketing
A. Domestic Marketing
CHAPTER OBJECTIVES
At the end of this chapter, students should be able to do the following:
Learning Objectives
After studying this chapter, you should be able to
QUESTIONS FOR DISCUSSION
1. How is global marketing as a field related to your future career? How would you expect
to come into contact with global marketing activities?
This question parallels the chapter sections on Why Study Global Marketing and A Need
2. What do you think are the essential skills of a successful “global marketer”?
4
Again, this calls for a personal response, but suggestions at this introductory stage might
include:
3. Which important skills make up an effective “global mindset”?
A global mindset involves an ability to predict what foreign competitors will do next. Skills
4. List ten things that are important to you that you hope to be able to understand or
accomplish after studying this book.
This is a more personal question that can get students thinking about the field and what