Foundations of Marketing 5th Edition by Ferrell,William Pride

Exercise 15

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:
Discuss the concepts of customization and globalization for your product when moving to international markets. Refer to Table 8.7 for guidance in your discussion.