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Fundamentals of International Business
book

Fundamentals of International Business

by Sumati Varma
April 2019
Intermediate to advanced content levelIntermediate to advanced
368 pages
12h 18m
English
Pearson Education India
Content preview from Fundamentals of International Business

CHAPTER 14

International Marketing

LEARNING OBJECTIVES

After reading this chapter, you should be able to:

  • Understand the differences between domestic and international marketing
  • Describe the advantages and disadvantages of a standardized, global approach tomarketing against an adapted, differentiated approach
  • Identify the issues in a global marketing mix and problems in its standardization
  • Discuss the different promotional strategies for the international market
  • Explain the distribution strategies of global marketers

SELLING COOKIES IN CHINA

How difficult can it be to sell chocolate cookies in the global market? Pretty tough, if it is the Chinese market.

American MNE Kraft Foods had a tough time selling its signature product, Oreo ...

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Publisher Resources

ISBN: 9789389588019