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Global perspectives. recent events and trends ...

The changing face of business The increasing importance of global awareness The progression of becoming a global marketer Global terrorism, SARS - but International commerce continued

The high-tech and information technology development The rapid growth of the WTO and regional free trade areas (NAFTA, EU)

General acceptance of the free market system among developing countries in Latin Amerika, Asia and Eastern Europę

Impact of the Internet and other global media on the dissolution of national borderds.

Managing global environmental sources.

f nder influence of glotiu-lizafiim the sepu ratę part* of marketing managemenr acthities are actuul:

In the relations with customers there is emergent real time management, Online communication, internet based organization, faster product diffusion

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-I Cultural analysis i J	Economic analysis
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Market audit and competition analysis

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		Product, Price, Place,
Posidoning		Promotion

A guide for developing a marketing pian

Guideiine for cultural analysis    ,

Guideline for economic anaiysis Guideiine for market audit and competitive analysis Guideline for preliminary marketing plan

In each case, specific points must be adapted to reflect a company's products, target market and company's objectives.

Marketing plan

Cultural analysis

Introduction - includes short profiles of the company, the product to be exported, and the country with which you wish to trade

Geographicai setting, politicai and legai system Business customs and practices Religion and aesthetics

Living conditions (including housing. clothing, ieisure activitieś) Language

Cultural analysis

Economic analysis

Ma rket a Udit and, competition analysis

Posidoning

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Product, Price, Place, Promotion

Marketing plan