ABSTRACT
This chapter discusses the major marketing topics that relate to assessing consumer behavior and developing marketing plans to meet the needs of the customers in Latin America. International marketing can be defined as “the performance of business activities designed to plan, price, promote and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit”. Regional marketing involves the application of basic marketing techniques and tactics used to successfully promote and market products and services. The traditional old-fashioned marketing approach to customer needs has given way to modern ideas advanced by the globalization process which requires major changes in market orientation and analysis. The middle class – Reports indicate that the Latin American middle class is playing a critical role in market development, purchasing power, and consumer consumption. In the contemporary business environment, business people have no other choice but to market their goods and services internationally.
