A study tool that outlines this chapter and the learning objectives it teaches.

Learning Objectives

After reading and studying this chapter, you should be able to answer the following questions:

1. What are the meanings of the terms multinational corporation, born-global, home country, and host country?
2. What are the essential ingredients in the marketing mix as they relate to international markets, needs, and wants?
3. How have the drivers of globalization influenced international marketing?
4. How are the factors that create international marketing complexity linked to creating a global mindset for marketing activities?
5. Why are the concepts of sustainability and bottom-of-the-pyramid consumers linked to today’s international marketplace?

Chapter Outline

To refer back to the specific topics in your textbook, the page numbers are also displayed below.

Opening Vignette: Lloyd’s: A Strong Brand Seeks New Global Marketing Opportunities: p. 4 - 6

OVERVIEW: pg. 6 - 7 

The Worldwide Marketplace: pg. 7

Types of Global Businesses: pg. 8

Company Orientation: pg. 8 -10

The Essence of Marketing: pg. 10 - 12

Marketing in an International Context: pg. 13 - 14

The Drivers of Globalization: pg. 14 -15

The Factors That Create International Marketing Complexity: pg. 16 - 20

International Marketing in Daily Life: pg. 20 - 23

The Organization of This Book: pg. 23 - 26

Sustainability and the Bottom-of-the-Pyramid: pg. 27 - 28

Ethical Decision-Making and International Marketing: pg. 28 - 29

Strategic Implications: pg. 29

Tactical Implications: pg. 30

Operational Implications: pg. 30

Terms: pg. 30 - 31

Review Questions: pg. 31 

Discussion Questions: pg. 31 - 32 

Analytical and Internet Exercises: pg. 32

Case 1. Carrefour: Retailing in an International Marketplace: pg. 33