14. International Marketing - Fundamentals of International Business [Book]

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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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