Mercados internacionales

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Licensed to: CengageBrain User

Licensed to: CengageBrain User

This is an electronic version of the print textbook. Due to electronic rights restrictions, some third party content may be suppressed. Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. The publisher reserves the right to remove content from this title at any timeif subsequent rights restrictions require it. For valuable information on pricing, previous editions, changes to current editions, and alternate formats, please visit www.cengage.com/highered to search by ISBN#, author, title, or keyword for materials in your areas of interest.

Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.

Licensed to: CengageBrain User

Copyright 2011Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time ifsubsequent rights restrictions require it.

Licensed to: CengageBrain User

Introduction to International Marketing

1.1 1.2

International Marketing Basics International Marketing Foundations International Marketing Strategies

1.3
© GETTY IMAGES/PHOTODISC

intlmarket.swlearning.com

Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated,in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.

Licensed to: CengageBrain UserA Tale of Two Planes
The world is shrinking. Today, global travelers cross the world in jets that fly as far as from New York to Beijing, China. Two major manufacturers are building jets to meet this increased demand. U.S.-based Boeing and Europe’s Airbus have adopted two different strategies to meet the world’s need for travel. Airbus started in 1970 as a partnership between the French andGerman governments. Later, Airbus was joined by a Spanish company and by British Aerospace. Owned primarily by European governments, Airbus is building the world’s largest jetliner, the A380. With a wingspan as wide as a football field, the two-story A380 can hold as many as 880 passengers and can fly as far as 8,000 miles without refueling— the distance from London to Sydney, Australia. Boeingstarted in California in 1916. Its first orders were from the U.S. military in World War I. Boeing builds airplanes for both the U.S. military and for commercial airlines. Boeing is building a 787 Dreamliner, which will hold about 260 passengers and will be able to fly as far as 8,500 miles without refueling. These two companies are on the verge of setting off a global trade war. Boeing complains thatAirbus receives European government subsidies. A subsidy is financial assistance granted by the government. Airbus claims that Boeing has received more than $5 billion in U.S. government subsidies to pay for the 787’s research and development. This trade war could block sales of these jets and other products. International marketing is often complicated by national interests. Marketers must be...
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