Pre-requisite: 51361
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 increase the risks of operating in an international market compared with a domestic market. This unit explores the meaning of the international business 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 a firm's exposure to risks and improve the chances of success in the international marketplace.