Foundations of Marketing 6th Edition by William Pride,Ferrell

Exercise 24

When formulating marketing strategy, one of the issues a company must consider is whether or not to pursue international markets. Although international markets present increased marketing opportunities, they also require more complex decisions when formulating marketing plans. To assist you in relating the information in this chapter to the development of your marketing plan, focus on the following:
Discuss the concepts of customization and globalization for your product when moving to international markets. Refer to Table 9.7 for guidance in your discussion.

The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.