Critical report 10.docx - Camlia Chiguer Critical report 10...

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Camélia Chiguer Critical report 10 – Distribution strategy at international level When launching a product into market (either domestic or foreign), firms always need to start by putting a lot of thoughts into the marketing mix. The 4P’s, as it is also referred to, constitutes the basics of marketing. In fact, the very purpose of marketing is to meet the needs of a target market in order to maximize the profits made from the selling of a product. To do so, a marketer needs to take into account data relative to targeted consumers’ background such as their culture, purchasing behaviors, disposable income etc. This exercise is particularly difficult in the case of international marketing. Indeed, collecting data in a domestic market can (and should) be long and thorough process, but when it comes to an international/foreign one, the complexity and the challenges increase exponentially. Extensive knowledge about said market is crucial to the success of the implementation. In these cases, the argument over standardization v. adaptation of the marketing strategy abroad has been discussed for decades. A lot of research can be found on the subject, but they mostly deal with three of the 4 P’s: Product, Promotion and Pricing. The “Place” (distribution) component of the mix has been slightly neglected in comparison with the others, when discussing international strategies.
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