Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 23

When formulating marketing strategy, one of the issues a company must consider is whether or not to pursue international markets. Although international markets present increased marketing opportunities, they also require more complex decisions when formulating marketing plans. To assist you in relating the information in this chapter to the development of your marketing plan, focus on the following:
Review the environmental analysis that was completed in Chapter 3. Extend the analysis for each of the seven factors to include global markets.
The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.