Section outline

    • By the end of this chapter, students will be able to:

      • Apply the PESTEL framework to analyze international markets.
      • Analyze cultural and social factors influencing consumer behavior.
      • Evaluate political and legal factors affecting foreign markets.
      • Interpret economic indicators relevant to international marketing decisions.
      • Assess technological and environmental factors affecting global markets.
      • Identify opportunities and risks in different international environments.
      • Compare countries using PESTEL analysis
    • Chapter 2 SCROM SCORM package
    • Chapter 2 — The International Marketing Environment (Macro Analysis) File
    • Chapter 2 Version_web_gen_web Folder
    • Assignment 2 – International Market Environment Analysis
      Opened: Saturday, 22 August 2026, 12:00 AM
      Due: Thursday, 29 October 2026, 12:00 AM

      This assignment allows students to apply the PESTEL framework to analyze the international marketing environment of a selected foreign market and identify the main opportunities and risks for a company.

    • Quiz: International Marketing Environment
    • Forum 2 – International Marketing Environment

      Discussion Question:
      Among the six PESTEL factors (Political, Economic, Social, Technological, Environmental, and Legal), which factor do you think has the greatest influence on a company's international marketing decisions?

      Justify your answer with one real-world example.

      Students are encouraged to comment on at least one classmate’s contribution