Marketing
When formulating marketing strategy, one of the issues a company must consider is whether or not to pursue international markets. Although international markets present increased marketing opportunities, they also require more complex decisions when formulating marketing plans. To assist you in relating the information in this chapter to the development of your marketing plan, focus on the following:
● Review the environmental analysis that was completed in Chapter 3. Extend the analysis for each of the seven factors to include global markets.
● Using Figure 9.1 as a guide, determine the degree of international involvement that is appropriate for your product and your company.
● Discuss the concepts of customization and globalization for your product when moving to international markets. Refer to Table 9.7 for guidance in your discussion.
