In marketing, as in the rest of life, there is much to learn from history. Postmortems of marketing failures are important factors in making decisions about the future. The spectrum of marketing failures ranges from inadequate return on the original investment to corporate bankruptcy. As production techniques and marketing systems become more sophisticated, cross-cultural trading increases. As people of different cultures become more dependent on each other for their living standards, they appreciate the need for peace and stability. Communication and transportation systems have created a small world, in a marketing sense. Every year more and more firms, even relatively small ones, enter the international market. The problems encountered there are significantly different from those encountered in domestic operations. Marketers are accustomed to risk-taking; but in international dealings the dimensions of these risks are often misjudged and misunderstood. The emergence of the multinational corporation (MNC) is of major significance in the future of marketing. Many firms that entered the export business in a modest way eventually became fully committed to an international perspective. The two basic roles of these MNCs are the transmission of resources, especially technological and managerial skills, and organization of the economic activities of several nations. Global approaches to economic decisions often differ with the aims of specific countries. There may be resistance to multinational activities for reasons of nationalism, control, and the extraction of profits One of the basic roles of the multinational corporation is

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