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Why international marketing?
Five core benefits explain key rationale
People also are changing their views of the international arena, particularly in a time when terrorism imposes daily reminders on us.
MICHAEL R CZINKOTA: researches international marketing issues at Georgetown university of Bumingham in the United Kingdom.

for many years i have worked in the internationalmarketing field. i know about the field is importance and its relevance to people and firms. in my work with executives, i regularlychallenge them to review their most basic a assumptions. just as daily exposure to our children prevents us from gauging how grown up they have become, mangers might not notice how international marketing has changed because of shifts in society by individuals or thegeneral environment. we have to devote thought and inquiry to identify what thesefor many years i have worked in the international marketing field. i know about the field is importance and its relevance to people and firms. in my work with executives, i regularlychallenge them to review their most basic a assumptions. just as daily exposure to our children prevents us from gauging how grown up theyhave become, mangers might not notice how international marketing has changed because of shifts in society by individuals or the general environment. we have to devote thought and inquiry to identify what these changes are and the measures we need to take in order to successfully cope with them. I regularly conduct my own assessment of the shifts in my field of international marketing so I can recalibrate my knowledge and activities.
In the past years there have been major adjustments relevant to international marketing. For example, when domestic economic activities are down, international marketing dips even more dramatically. Austerity brings global changes in production and consumption patterns and introduces new dimensions in the decision marketing process. The role of governments isgrowing by leaps and bounds, marking them key entities to dictate the direction and strength of international marketing activities. There is a rising tendency to restrict imports and encourage exports, in order to keep home industries safe and gradually reduce global imbalances. People also are changing their views of the international arena, particularly in a time when terrorism imposes dailyreminders on us.
My research on the extent of awareness of, interest in and dedication to internationalization in the united states indicates a decrease in the extent of international orientation. This shift is unfortunate, but understandable.
One way I measure internationalization is the corporate name registrations with ussecurities and exchange commission. In the united states, all publicly heldcompanies have to register with the sec, but there is a great deal of flexibility as to the new name one can choose. In the looking at names registered during the 1990s until 2001, there used to be strong tendency to select a name that had some international connotation. Consider the French baguette company, the Asian restaurant chain and the global charity. Sometimes the use of theinternational label does not even reflect any corporate activity abroad, but rather is just considered to be cool to customers. But according to the SEC, international dimensions dropped after 2002 by more than 30 percent while domestic and local affiliations rapidly rose. Now we are looking at the West coast clothing enterprise and the New York shipping company. With growing globalization there is alsomore information and perhaps less romanticism about international issues. For example, no longer can the budding international marketer expect to be only active on the Elizabeth Arden circuit of London, Paris and Rome. Nowadays, the route is much more likely to encompass Ingolstadt, Iguaçu and Incheon.
In order to refresh my in the trenches perspective, I queried international executives to gauge...