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