ABSTRACT
This chapter explores key factors for analysing international marketing and deciding whether to standardise or adapt a firm’s product/service to its local target market. Surveying international demographics is a determinant marketing activity, supporting managers’ decision-making process when considering overseas expansion. Factors in international market analysis include the potential host country’s population, per capita Gross Domestic Product, demographic composition and societal or cultural norms. One of the most impactful decisions that a company must make when entering a foreign market is related to the degree of similarity between their international marketing strategy and the domestic one. All aspects of international marketing strategy are concerned with this daunting decision whether product, promotion, distribution, and pricing. Glocalisation as an international downstream consideration includes the debate about which particular aspects of a product or service’s marketing mixed should be globalised or localised. Promotion encompasses all communication delivered by a firm to reach potential customers.
