Clearly distinguish between international and global marketing. Recognize the complexity of the global macro environment, including the role of governments and access to various international markets. Distinguish between companies? International orientation and national orientation. Develop an understanding of adapting marketing strategies to specific international market needs. Use a range of marketing tools and techniques to develop global marketing plan, recognize the skills, knowledge and systems required to implement successful international marketing strategies. Reflect upon the differences found in local/domestic, national and transnational preferences of consumers. Analyze, select and evaluate the appropriate conceptual outlines for approaching management decisions.