The exchange rate of a particular nation's currency represents the value of that currency in relation to that of another country. Governments set some exchange rates independently of the forces of supply and demand. The forces of supply and demand set others. If a country's exchange rate is low compared to other countries, that country's consumers must pay higher prices on imported goods. While the concept of exchange rates appears relatively simple, these rates fluctuate widely and often, thus creating high risks for exporters and importers.
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Home » Core Concepts of Marketing » MARKETING IN GLOBAL MARKETS » THE INTERNATIONAL MARKETING ENVIRONMENT » The Political/Legal Environment
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