Pre-requisite: 51361
International Marketing is becoming an increasingly popular and important field of study - on an international scale! As Australia and the dynamic Asian countries move ever closer as trading partners, it becomes important for each party to understand the cultural, political, economic and legal elements that influence trading activities within the region and outside the region. These influences inherently increase the risks of operating in an international market compared with a domestic market. Although much has been made about globalisation, this unit explores the meaning of the term as it influences marketing strategies and decisions. To this end, we consider the influences of the global environment on an exporting firm and how it may develop and implement its marketing mix on an international scale. We consider the decision variables available to the international marketing manager and how he or she can reduce the firms exposure to risks and improve the chances of success in the international marketplace.