After reading this chapter you should be able to:

Understand how complex global markets can be and the need for relevant information on foreign markets.

Understand market responses in terms of the global–local dilemma.

Understand how the marketing mix can vary in global markets.

Understand the implications of the global–local dilemma in the marketing mix.

Understand the implications of global supply chains and outsourcing.

Understand the unique challenges for international marketing in emerging markets.