December 2015
Intermediate to advanced
313 pages
16h 2m
English
Content preview from International Business, 2nd Edition by Pearson
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International Marketing 203
variant in Israel is served minus the cheese. In China, McDonald’s introduced red bean pies, and Norwegian
restaurants oer the salmon McLaks burger. It helps that McDonald’s uses the franchising mode of market
entry, and about 70 per cent of the chain’s restaurants are owned and operated by local entrepreneurs. Local
players understand what their customers want, and know what is acceptable to local customs and values.
Since dierences in cultures across countries makes it impractical to use the same marketing mix, adapta-
tion to suit local conditions becomes imperative. This essentially requires market segmentation. ...
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