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WEEK 11 - Coggle Diagram
WEEK 11
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Summary
International marketing strategy aims to position a company and strengthen its presence in the international marketing environment.
The international marketing decision making process is a systematic approach that relies upon information-based frameworks to guide the organization’s development and implementation of appropriate and relevant international marketing strategy.
The assessment of foreign country markets attractiveness and the choice of investment (entry) mode/s are essential decisions for international marketing strategy.
A fundamental challenge in developing the international marketing mix strategies is the extent of standardization / adaptation of marketing activities.
Learning Objectives
To review the definitions of international marketing strategy, and key challenges facing organisation in foreign markets
To discuss the standardisation and adaptation in relation to the international marketing mix strategies and decisions
International Marketing
International marketing is the multinational process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives
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