rangkuman bab 8

International Marketing

Process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individuals and organizational objectives

International Marketing as an Integrated Functional Area

Marketing Mix

•       How to develop the firm’s product(s)

•       How to price those products

•       How to sell those products

•       How to distribute those products to the firm’s customers

The Elements of the Marketing Mix for International Firms

Key Decision-Making Factors

•       Standardization versus customization

•       Legal forces

•       Economic factors

•       Changing exchange rates

•       Target customers

•       Cultural influences

•       Competition

Standardization versus Customization

•       Should the firm adopt an ethnocentric approach?

•       Should it adopt a polycentric approach?

•       Should it adopt a geocentric approach?