To what extent must the company adapt its products and marketing program to each foreign country

To what extent must the company adapt Its products and marketing program to each foreign country?

Marketing Management : A South Asian Perspective 14th Edition (English) 14th Edition

- Standardized marketing mix- Adapted marketing mix

McDonald’s around the world: ‘Hungary’

ProductStraight extension

Five International Product and Promotion Strategies

Product adaptation

Product invention- Backward invention- Forward invention

Promotion- Communication adaptation- Dual adaptation

Carlsberg’s global Website

Price- Price escalation

- Companies have three choices- Set a uniform price everywhere

- Set a market-based price in each country

- Set a cost-based price in each country

- Transfer price- Dumping- Arm’s-length price- Gray market

Place (distribution channels)- Seller’s international marketing headquarters

- Channels between nations

- Channels within foreign nations

Whole-Channel Concept for International Marketing

How should the company manage & organize its international activities?

Marketing Management : A South Asian Perspective 14th Edition (English) 14th Edition