ABSTRACT
A core task for the marketer addressing international markets is the understanding of the international marketing environment (cf. Brief 4). Regulations, political practices and the legal environment will be different to those experienced in the domestic market. Technological and economic forces may vary, too. Generally, it is the issues under social forces from the macro marketing environment that differ greatly, notably cultural and ethical issues. The forces of the micro marketing environment (competitive challenges) are particularly relevant. International marketing intelligence is therefore of great value. Owing to these issues, the marketing mix specified for the domestic market invariably must be modified for non-domestic target markets.
