ABSTRACT
The chapter begins by noting that marketing programs which effectively respond to global-local dilemma must gain a knowledge advantage regarding foreign markets. The chapter notes further that international market research provides the knowledge advantage by answering important questions about demand, market segmentation, and consumer preferences. Research helps managers make effective decisions regarding whether product offering and product brand development are standardized or adapted for different markets. At times, MNCs may extend a product and brand directly to other markets with little or no change. The chapter then notes that distribution and supply chains comprise an important element of global marketing. Direct and indirect options for delivering products and services to customers are discussed with examples. The chapter emphasizes that global supply chains have become increasingly important because companies now outsource much more than in the past. Next, the chapter discusses how the type and extent of local competition, margins demanded in distribution channels, and government regulations influence global pricing. Finally, the chapter discusses how the international marketing communication mix of advertising, promotions, and personal selling adapts to different national contexts.
