BA 3340 Lecture Notes - Lecture 15: Marketing Mix, World Trade Organization
Document Summary
These organizations cannot tell government what to do. International marketing task: to perform business activities that will direct the flow of a company"s goods or services to consumers or users in more than one nation. You have to look at your environment. All the forces, internal and external, that surround and influence the development of a product. 4 p"s - decision variables (influence whether or not you can sell your product overseas) Marketing mix: standardization (aka straight extension, product introduced and advertised the same way around the world. i. Example: soft drinks: lower costs, easier to control, easier to coordinate from headquarters, takes less time to develop a marketing plan, adapt communications/advertising (to meet local tastes, product remains the same, product is adapted to meet local tastes. Communications/advertising remains the same: dual adaptation - product and advertising, example) tang, product invention - creation of new products to meet a country"s needs. You may have to change stuff like package size.
