Part one: Globalization

1. Globalization imperative
Evolution of global marketing 12
Trade regions (North America, Western Europe, and Japan) collectively producing over 80 percent of world gross domestic product (GDP) with 20 percent of the world's population in much of the 20 century.
However, in the next 10 to 20 years, the greatest commercial opportunities are expected to be found increasingly in the 10 Big Emerging Markets (BEMs) -the Chinese Economic Area (CEA:兩岸三地）
India, South Korea, Mexico, Brazil, Argentina, South Africa, Poland, Turkey, and the Association of Southeast Asian Nations (ASEAN) 高盛比較有marketing 導向 BRIC 金磚四國 簡單易懂.

multinational =>international=> global
Why global marketing is imperative
Saturation of Domestic Markets
Global competition
Need for global cooperation
Internet revolution

Exhibit 1-1 Change in the world's 100 largest companies and their nationalities
U.S. 36, Japan 20, Germany 13, France 9, Switzerland 4, Netherlands 5, Britain 7, China 2, South Korea 2 (year 2002) Japan's place will definitely replaced by China. (J)

Globalization of markets: Convergence and Divergence
Once per capita income reaches $20,000 or so, people have considerable purchasing power. From a marketing point of view, those people have begun to share a similar "choice set" of goods and services originating from many parts of the world.
The convergence of consumer needs in many parts of the world translates into tremendous business opportunities for companies willing to risk venturing abroad.

Exhibit 1-2
Evolution of global marketing

p47 Information technology and the changing nature of competition
...An analogous situation faces a content maker for information-related products such as software, music, movies, newspapers, magazines, and education in the late 20 century headed into the 21 century.