1 In these days of increasing global integration, the task many international marketers face is not so much market entry as managing the marketing mix in different national markets. 2 It is not surpring, then, that the world saw a return to a floating exchange rate system. Central banks were no longer required to support their own currencies. 3 genuine Rolex watch is the same certified chronometer anywhere in the world; its positioning---as t The genuine Rolex watch is the same certified chronometer anywhere in the world; its positioning---as the timepiece of the elegant high achievers---is the same around the world, as is the advertising messages. timepiece of the elegant high a 4 However, its core products---is jeans and trainers---are losing appeal and the company is struggling in a very competitive market. 5 The reason why there is a business chance for us is because the social structure is changing as a result of the Internet.