Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 14

These end-of-chapter marketing plan exercises are designed to help you use what you learned in the chapter to build a strategic marketing plan for a company of your choosing. Once you've completed the marketing plan exercise for each chapter in Part 1 of this textbook, you can complete the Part 1 Marketing Planning Worksheet on your companion Web site at www.cengage.com/ marketing/lamb. Now continue building your strategic marketing plan that you started in Chapter 2 by completing the following exercises:
1. Assume your company is or will be marketing globally. How should your company enter the global marketplace? How will international issues affect your firm?
2. If you choose an Internet presence, your product or service will be visible to a global community. Assess the international marketplace for your particular offering. A listing of international chambers of commerce is at www.worldchambers.com and the CIA World Factbook is at www.cia.gov/cia/publications/factbook/index.html.