BUS 275 Lecture Notes 4B.doc

BUS 275 Lecture Notes 4B.doc - BUS 275 Global Business...

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BUS 275 Global Business Lecture 4B - International Marketing Learning Objectives: Although the marketing functions are the same for marketing domestically and internationally, the markets served vary greatly because of the difference among the environmental forces. There are advantages in the worldwide standardization of the marketing mix, but frequently environmental differences necessitate a modification in the domestic marketing mix or the development of a new one. The extent of the change will depend on the type of product, the forces and the degree of market penetration desired by management. The focus of this chapter is a discussion on product, price, promotion and distribution strategies. This lecture will make an assumption that students have either previously completed a course in marketing or are aware of what marketing is, together with the elements of the marketing mix. The Marketing Mix: Although headquarters or the office at home would prefer to transfer the successful marketing mix to the overseas markets, for some products and markets, a wholesale transfer may not be possible. The international marketing manager must decide if the mix can be standardized, adapted or if a completely different mix must be formulated.
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