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Marketing by Geoff Lancaste, Paul Reynolds

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15

Internationalmarketing

15.1 Introduction

Trading between nations can be traced back many centuries. People have always traded goods that were surplus to their requirements. Early traders recognised that certain goods and commodities, regarded as commonplace in their own countries, were highly sought after by other nations.

At the turn of the nineteenth century, trading was ‘one-sided’ in the historical context, but the framework that was laid down fostered the idea of contemporary international trade. During the twentieth century, as empires eroded, trade between nations evolved on a fairer and more meaningful ‘buyer’ and ‘seller’ basis. Some nations possess natural resources in excess of their needs which have a value placed on them by ...

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