Firms can no longer afford to only pay attention to their domestic market, regardless of how large it is. Many industries are global industries, and those firms that operate worldwide achieve lower costs and higher brand awareness. At the same time, global marketing is dangerous because of some external environmental factors industries face like variable exchange rates (economical), unstable governments (political), protectionist tariffs and trade barriers (legal), and other prohibitive factors (cultural). Given the possible gains and risks of global marketing, companies need an efficient way to make their international marketing decisions. There are six decision areas that must be addressed. The following are strategic elements in international marketing decisions: How to look at the global market surroundings; deciding whether to go global; Deciding which markets to enter; deciding how to enter the market; deciding on the international marketing program; and deciding on the global marketing organization. Each of these decisions must be seriously measured and answered if success i......

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