Case Study: Starting an Import/Export Business

This is a case study contributed by Mike Kim, graduate student of the McDonough School of Business at Georgetown University.  It was originally published in the book International Marketing by Professor Michael R. Czinkota and Professor Ilkka A. Ronkainen in Georgetown University 2010.


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2016 International Business Course

We are now in the middle of the Fall semester and gearing up for the Spring 2016 semester. My course on international business provides a comprehensive and up-to-date overview of international business and the institutions involved in the process. Enrollment will begin in November.

View the tentative course syllabus here: Syllabus IB SPRING 2016


Some Rules for International Business Dating

The topic of discussion for the new episode of Thoughts on International Business, Marketing, and Strategy is The International Business of Dating. Professor Czinkota invites students of Georgetown University to present their views and personal experiences on the matter.

The Consumer Market /from International Marketing 10th edition/


Buyers can differ in terms of who decides to buy, what they buy, why they buy, how they buy, when they buy, and where they buy.

All people must eat, drink, and be sheltered from the elements. Once these basic needs are met, consumers then seek to improve their standard of living with a more comfortable environment, more leisure time, and increased social status. Still, consumption patterns vary greatly from one country to another, because consumers vary widely in their ability and motivation to buy. For example, consumption patterns for wine vary tremendously from country to country. In France, the average annual consumption is 25.7 liters (6.8 gallons) per person, compared with 6.5 liters in the United States, 4.5 liters in Japan, and only .4 liters in Turkey. Consumption patterns of contact lenses vary by country as well. Americans per capita purchase nearly twice as many contact lenses as the Japanese purchase. Mexicans per capita purchase ten times as many contact lenses as the Chinese purchase.

Basic needs and the desire for an improved standard of living are universal throughout the world, but unfortunately, not everyone can achieve these objectives. The economic, political, and social structure of the country in which consumers live affects their ability to fulfill their needs and the methods they use to do so. To understand a consumer market, we must examine the following three aspects:

  • The consumer’s ability to buy
  • Consumer needs
  • Consumer behavior