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Chapter 1 Introduction to Global Marketing - page 11 / 21

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1-11

The Importance of Going Global

For U.S. companies, 70% of total world market for goods and services is outside the country

Coca-Cola earns 75% of operating income and two-thirds of profit outside of North America

For Japanese companies, 90% of world market is outside the country

94% of market potential is outside of Germany for its companies

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