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GMS 522 Chapter 1 International Marketing Defined
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Chapter 1 International Marketing Defined

  • Cross border transactions
  • Satisfaction of consumer needs
  • Exchanges between transacting parties
    • Dealing with international countries means that you have to be aware of other culture, economic systems, family life, etc.


Some companies would simply extend their domestic strategy to foreign countries with little of no adjustment

  • International sales seen as secondary to developing domestic market

Over time country differences were recognized and firms began to develop separate marketing strategies for target country (multi- domestic marketing strategy)

  • However these firms had no head office coordination between country markets
  • If there is no coordination it means the company is inefficient. Communication would be beneficial and good result in good results 
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