Most nations today, recognize the importance of marketing. Indeed, economic growth in developing nations depends greatly on the ability to design effective marketing systems for their raw materials and industrial output. Today, a global market place is becoming known. In many (perhaps most) national markets, companies from numerous countries compete aggressively(激烈地).
Consider the U.S. market, for instance. Until the late 1970s, the United States provided a
large domestic(本国的) market for American firms, and there was no significant foreign competition in most industries in that market. But the picture changed greatly through the 1980s as foreign firms improved their products, and then successfully entered the American market. Many imported products have achieved large sales—office equipment, cars, clothes, watches, semiconductors, and consumer electronics (TVs, stereos), for example. As a result the United States has been running large annual trade deficits(赤字), meaning that imports greatly exceed exports.
In the early 1980s, the competition facing U.S. firms came primarily from Japanese companies. Later, companies in the four "Asian tigers" (Korea, Taiwan, Singapore, and Hong
Kong) added to competitive pressures. In the 1990s, continuing competition from these Pacific
Rim countries and regions will be increased by a new challenge from Western Europe. Starting in 1992, the 12-nation European community will increase internal trade barriers（障碍物） and accept uniform technical, financial, and marketing standards. A more integrated(使完全，结合成一体) European Community will open major marketing opportunities for internationally minded U.S. firms, but at the same time, it is expected to stiffen(使变得激烈) competition.
More and more American firms, many large ones and even some rather small ones, are
moving into foreign markets. Many companies are concluding that achieving profit and growth
objectives is most likely through a combination of domestic and international marketing rather
than one and reliance（信任，信赖domestic marketing.

现在大多数国家都认识到了营销的重要性.事实上,在发展中国家,经济的增长很大程度上依赖于为原料设计有效的营销系统的能力和工业产量. 当今,大家都知道市场越来越全球化.在很多(也许是大多数)国家的市场,来自很多国家的公司激烈地竞争着.
例如,思考一下美国市场.直到二十世纪七十年代末, 美国为国内公司提供了一个很大的国内市场,而且在那个市场的大多数工业当时也没有很大的国外竞争.但是二十世纪八十年代,这一切都大大地改变了,因为国外公司改良了他们的产品然后成功打进了美国市场.很多进口产品获得了很大的销售量,如办公室设备,汽车,服装,手表,半导体和电子消费品(电视,立体音响)结果,美国每年陷入贸易赤字,这意味精着进口大大超过出口.
二十世纪八十年代早期,美国公司面监的竞争主要来自于日本公司.后来,亚洲四小龙公司(韩国,台湾,新加坡和香港)也增加了竞争压力.二十世纪九十年代,来自于太平洋沿岸国家和地区的持续的竞争会增加,给西欧带来新的挑战.自1992年始,十二国组成的欧洲共同体会增加国内贸易障碍并接受统一技术,财政和市场标准.一个更完整的欧共体会为为国制思维的美国公司带来主要的市场机遇,但同时,也预想会使竞争变得更加激烈.
越来越多的美国公司,很多是大公司甚至一些想当小的公司,正在向国外市场跨进.很多公司总结,获得利润和增长目标最有可能是通过国内外市场结合而不是单一的依靠国内市场.