THE WALL STREET JOURNAL.
INPRACTICE
Internationalmarketsofferorgani-
zationsmarketexpansionand
profitopportunities.However,
enteringinternationalmarkets
posesrisksandvalidreasonsto
avoidenteringthesemarketsexist.
Internationalmarketingplansmust
identifythebenefitsandrisks
involvedwithinternationalexpan-
sion,anddetailtheoptionsfor
entryintotheforeignmarket.
Decidingwhetherornotto
adjustitsdomesticmarketingpro-
gramisa criticalissueforany
organizationplanningtoexpand
internationally.Organizationsmust
understandthevariousenviron-
mentalfactorsaffectinginterna-
tionalmarketingtodetermine
whethera standardizedorcus-
tomizedmarketingmixwillbethe
beststrategy.
TheInteractiveJournalpro-
videsextensiveinformationabout
worldbusiness.OntheFrontSec-
tion,selectWorld-Wide fromthe
mainpage.
World-Widefocusesoninter-
nationalnewsandevents.You'll
findinformationabouttradeagree-
ments,internationalgoverning
organizations,andregionalconflicts
inthissection.UndertheAsia,
Europe, andTheAmericashead-
ings, you'llfindinformationspecific
totheseregions.Generalnewssto-
ries,financialmarketsactivity,and
technologyissuesarealldiscussed
astheypertaintothespecific
region. Forcountryspecificinfor-
mation,pagedowntoCountry
Newsinanyoftheregionalsec-
tions. Usingthedropdownmenu,
you'llfindlinkstorecentnewsand
businessarticles.
IntheEconomysection,you'll
findanInternationalCalendarof
EconomicEvents.OntheFront
Section,selectEconomyfromthe
leftmenu.Inthissectionyou'llalso
findarticlesaboutnoteworthyeco-
nomicdevelopmentsinvarious
countries.
Travelnewsisfoundinthe
BusinessFaresectionofMarket-
place.Hereyou'llfinda Currency
Converteraswellastravelrelated
businessarticles.DELIVERABLE
Selectonemajorheadlineinthe
Asia,Europe,andTheAmericas
sections.UsetheCountryNews
menutoselectthespecificcoun-
triesdiscussedandtolookforaddi-
tionalinformationaboutthe
articlesyou'vechosen.Reviewthe
articlesandwritea one-paragraph
synopsisofeach.DISCUSSIONQUESTIONS
1.Howcananorganizationdeter-
mineitsbestoptionforenter-
inganinternationalmarket?- Whatimpactdointernational
tradeagreementssuchas
NAFTAandinternationalgov-
erningorganizationssuchas
theWorldTradeOrganization
haveondecisionstoexpand
internationally?
3.OtherthantheInteractive
Journal,whatothersources
providerelevantinformationto
organizationsfacinginterna-
tionalmarketingdecisions? - Whatchangesdoyouanticipate
ininternationalmarketing?
Whatcountries willinfluence
internationaltrade?
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