The Global Marketing Environment

While cultural differences between the U.S. and foreign nations may seem small, those who ignore them risk failure in marketing programs.

A nation's economic output represents its capacity to produce goods and services, and can help determine market opportunities.

Political stability, trade blocs, tariffs, and expropriation are risks that should be evaluated prior to marketing in foreign countries.

Evaluating the demographic profile of a country can help assess whether or not there is demand for the product or service being marketed.

The natural resources, infrastructure, and technology of a nation will determine the ease and viability of entering that country's market.