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LEARNING OBJECTIVES
As you read through this chapter, you should develop an understanding of the following key points related to global marketing activities:
- global marketing is very broad in scope
- there are many reasons why firms chose to engage in global marketing
- the elements of the environment of global marketing are different than those for domestic markets
- firms can enter foreign markets through a variety of strategies, each of which has advantages and disadvantages
- in planning marketing mix strategies, firms cannot simply copy domestic marketing mix strategies
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