Expanding markets around the world have increased competition
for all levels of international marketing. To keep abreast of the competition
and maintain a viable position for increasingly competitive
markets, a global perspective is necessary. Global competition also
requires quality products designed to meet ever-changing customer
needs and rapidly advancing technology. Cost containment, customer
satisfaction, and a greater number of players mean that
every opportunity to refine international business practices must
be examined in light of company goals. Collaborative relationships,
strategic international alliances, strategic planning, and alternative
market-entry strategies are important avenues to global
marketing that must be implemented in the planning and organization
of global marketing management.
