Lecture 2 - International Marketing

Lecture 2 – International Marketing: Week 2
Agenda
 International Political Environment
 International Legal Environment
 International Economic Environment
 International Financial Environment

The Wheel of International Marketing
 The environment of international marketing
 Controllable factors: Firm environment (hub)
 Uncontrollable factors: Domestic (spokes) and foreign (rim) environments




The Political and Legal Environment
What Global Trade Deals Are Really About?




 When we talk about trades, we talk about rules
- https://www.youtube.com/watch?v=-v3uqD1hWGE&t=103s

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, Take-away Points
- Trade deals are not only about trades
- The modern era of free trade is the outcome of World war I & II
- Economic interdependence
- Global efficiency
- It targets domestic policies
- How macro environments (political, economic, legal, environmental …) are intertwined




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