For this assignment, you will choose two topics from the list below. One topic will be from the global economic environment list and one from the trade environment list. For each topic, find a scholarly or peer-reviewed journal article. The article should examine the topic (with broad application) to global marketing (and one or more of the marketing concepts outlined in Chapter 1).
Write a half a page summary of the articles you used for each of the topics.
Discuss how one or more of the marketing concepts learned in Chapter 1 of your text can be applied to each environment separately (economic and trade) when a company is considering to expand globally.
When considering expansion to other countries, examine how one or more of the marketing concepts can be applied to each of the specific topics you chose for each environment.
Marketing concepts to consider include:
Competitive advantage
Single-Country marketing strategy and Global marketing strategy
Management orientations
Driving and restraining forces affecting global marketing
Global market opportunities and threats
Product/market matrix of growth strategies
Think globally, act locally
Explain which strategies would be the best for a new product and existing product using the product/market matrix based on a countries market orientation.
Sample Solution
