Journal of Teaching in International Business & Marketing Environment - Marketing Assignment Help

Assignment Task

ABSTRACT. The article analyzes the content of 18 international marketing academic textbooks with regard to factors comprising the global
marketing environment. Three broad categories of factors are identified, the macro (i.e., physical, demographic, and socio-cultural), meso (i.e., economic, political-legal, and technological), and micro (i.e., intermediaries, competitors, market, and customers). In each of the subcategories,10 different factors affecting global marketing were extracted. By measuring the extent of coverage given to each factor in each textbook, the
relative emphasis placed collectively was established. These results were subsequently compared and contrasted to the views of 71 academics teaching international marketing; revealing the existence of gaps between the importance attached to most of the elements comprising the The international marketing environment has been repeatedly cited in the literature to largely affect the firm’s ability to initiate, build, and sustain
successful business relationships with foreign customers (Ogunmokun and Ng 1999; LeClair 2000; Mylonakis 2003). This has become more criticalnowadays due to the accelerating globalization of the world’s economy, which has been responsible for inducing an ever-increasing number of firms to embark on foreign operations (Keegan 2002). However, accommodating this environment is a very cumbersome and time-consuming task, for the following reasons: (1) a high amount of complexity, associated with the multiplicity of marketing environments found in overseas countries; (2) a high level of volatility, deriving from the rapidly changing nature of most parts of these environments; (3) a high degree of uncertainty, attributable to the fact that many of the environmental forces, particularly those of a broader nature, are difficult to control; and (4) a high volume of heterogeneity, caused by the diverse country environments that the firm has to confront in the global marketplace.

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