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Environmental factors that affect global and domestic marketing decisions

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Select an organization with which you are familiar that conducts both domestic and global marketing. (Wal-Mart)

Write a paper in which you identify the environmental factors that affect global and domestic marketing decisions. Address the following as they relate to the organization's marketing decisions:

- Analyze the influence of global economic interdependence and the effect of trade practices and agreements.

- Examine the importance of demographics and physical infrastructure.

- Analyze the influence of cultural differences.

- Examine the importance of social responsibility and ethics versus legal obligations.

- Analyze the effect of political systems and the influence of international relations.

- Analyze the influence of the Foreign Corrupt Practices Act of 1977, and the influence of local, national, and international legislation.

- Explain the effect of technology.

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- Analyze the influence of global economic interdependence and the effect of trade practices and agreements.

Global economic interdependence in today's globalized business world impacts the growth prospects of retail organizations such as Wal-Mart because global economic conditions do impact individual economies of different nations in a major way. Retail, being the bellwether of any economy, is heavily affected by trends in the global economic scenario. Wal-Mart's operations in United States as well as other countries across the globe are severely affected by global recessionary or boom trends. For example, the global economic recession in the last few years had a major impact on Wal-Mart's revenue, growth prospects and global expansion plans.

Similarly, trade practices and agreements between countries affect the global expansion plan of Wal-Mart as it impacts Wal-Mart's decision on mode of entry, foreign direct investment strategies, taxation and export-import related decisions in different markets across the globe. For example, Wal-Mart's decision to enter India has been severely affected by the government's policy to restrict FDI in multi-brand retail and it has only been in the last month that the government has allowed companies like Wal-Mart to enter into India. Trade practices, agreements and trade unions affect Wal-Mart's important decisions pertaining to its global expansion and growth plans across different markets.

- Examine the importance of demographics and physical infrastructure.

Demographic profile of the target customers play a major role in Wal-Mart's decision pertaining to mix of products, pricing strategy and other marketing decisions in different ...

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  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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