ABSTRACT
This chapter explains the pros and cons of standardization and adaptation in international marketing. It describes product and promotion strategies as well as their combinations. The chapter also explains how distribution channels differ from country to country. It identifies basic pricing policies and the factors that affect pricing decisions. Globalization has changed the way company's market products internationally. Some companies implement a strategy that uses similar promotional messages with the same product in different markets. Others realize that they must modify the physical attributes of their products as well as sales and marketing approaches in order to accommodate the tastes and preferences of foreign customers. When a company decides to enter a foreign market, it needs to contemplate key marketing decisions. Differential pricing, also known as price discrimination, is an approach to selling the same product or service to different customers at different prices.
