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international marketing

The performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit.

controllable elements

The aspects of trade over which a company has control and influence; they include marketing decisions covering product, price, promotion, distribution, research, and advertising.

uncontrollable elements

Factors in the business environment over which the international marketer has no control or influence; may include competition, legal restraints, government controls, weather, consumer preferences and behavior, and political events.

domestic uncontrollables

Factors in a company's home country over which the company has little or no control or influence. They include political and legal forces, economic climate, level of technology, competitive forces, and economic forces

foreign uncontrollables

Factors in the foreign market over which a business operating in its home country has little or no control or influence. They include political and legal forces, economic climate, geography and infrastructure, level of technology, structure of distribution, and level of technology

marketing relativism

Principle of marketing, especially appropriate to marketing activities in foreign lands, which emphasizes that experience, the basis of marketing strategies, is interpreted by each market in the light of its own culture.

self-referencing criterion

An unconscious reference to one's own cultural values, experience, and knowledge as a basis for a decision

global awareness

A frame of reference, important to the success of a businessperson, that embodies tolerance of cultural differences and knowledge of cultures, history, world market potential, and global economic, social, and political trends.

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