UBI-GM-Presentation01.050112-scope-importance docx

The Scope and Challenge of International Marketing

Chapter 1

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc. All rights reserved.

Chapter Learning Objectives

1. The changing face of U.S. business

2. The scope of the international marketing task

3. The increasing importance of global awareness

4. The progression of becoming a global marketer

5. The importance of the self-reference criterion (SRC) in

international marketing

5. The importance of the self-reference criterion (SRC) in

international marketing