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International
business
refers to the trade and investment activities by companies and
individuals across national borders. Inherent in
international business is the globalization of markets:
the ongoing economic integration and growing interdependency of
countries and cultures worldwide.
Any
discussion of international business must include importing - buying products from abroad and making them
available to the domestic market, as well as exporting
- manufacturing products in one country and selling them to
a different country.
Take a look at your clothes, your shoes, your
cell phone, or your I-pod; where in the world was each
item manufactured?
Rapidly changing technology and competitive advantage allow
consumers a wide range of choices, on both a local and a global
scale. International business focuses on those choices. |
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The
global marketplace is ubiquitous, multicultural, and complex.
It is at once local, national, and international. As consumers,
we identify, embrace, and purchase products that fulfill our
needs, excite our senses, and pique our curiosity in ways that
are calculated to elicit a desired response.
Global
marketing seeks to make a broad appeal to the individual
consumer, whether in Albania or Zimbabwe, meeting the needs and
satisfying the wants of the global citizen in disparate cultures
around the world.
This course will examine the many facets of
global marketing and its impact on the global consumer in an era
of unmatched consumer awareness and heightened cultural
identity.
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