Explain: “A world in which exchange rates fluctuate constantly is a threat to international marketing”.

One of the major things that businesses want is
certainty.  They wish to be able to predict with a reasonable amount of accuracy what
sorts of economic conditions they will face in various markets.  This becomes much more
difficult if exchange rates fluctuate constantly.

If
exchange rates are fluctuating constantly, it will be very difficult for firms to
predict what their costs and their revenues will be.  This will make involvement in
international markets much less attractive.  The fluctuating rates will cause them to
have so much uncertainty that they will probably try to withdraw from some international
markets.  In this way, fluctuating exchange rates are a threat to international
marketing because they reduce firms' abilities to predict their costs and
revenues.