 | Understanding and Reaching Global Consumers and Markets
After reading this chapter you should be able to:
- Describe the nature and scope of world trade from a global perspective and its implications for the United States.
- Identify the major trends that have influenced the landscape of global marketing in the past decade.
- Identify the environmental factors that shape global marketing efforts.
- Name and describe the alternative approaches companies use to enter global markets.
- Explain the distinction between standardization and customization when companies craft worldwide marketing programs.
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