Chapter Outline
(See related pages)
This chapter is covered in two lectures: Lecture 1: Introduction
The four parts of an International Marketing Environmental Audit: 1. History, economics, politics 2. International finance and trade rules 3. Society, culture, language and demographics 4. Physical Environment, infrastructure and technology
Parts 3 and 4 will be dealt with in Lecture 5:2The historical context of international marketing Sentiment towards a countrySentiment towards a product, product range or serviceEconomic aspects of the international environment Measuring economic risk in international marketing planningEconomic environmental scanning for export marketsDomestic political issues in IM Political structuresAccess to markets Legislation and directivesPecuniary issues: international financial environment Stability of currency and stock marketsThe international payment guarantee systemsInternational financial institutionsInternational trade rules and institutions World trade organisation (WTO) Trade rulesRegional trade agreementsNon-governmental organisations (NGOs) Lecture 2: Introduction 3. Society, culture, language and demographics4. Physical Environment, infrastructure and technology Social differences and trends Hierarchy, Gender, Family, Employment, Current issuesA comparative analysis of culture EthnocentrismThe neglected importance of language Demographic trends and changes PopulationThe physical environment in international marketing Important aspects of infrastructure Technology, the internet and the mobile era Summary of IMEA
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