In Australia, Fosters Lager is sold as an everyday beer. It is one of the cheaper full strength beers on the market. In Europe however, the marketing mix is very different; Fosters is sold as a premium beer at higher than average prices. This approach by Fosters to tailor its offer for each market can be regarded as:

Question

Quizplus · Accepted Answer

understand the concept of 'globalisation' and its consequences for organisations seeking to engage in international marketing. Customisation refers to carefully tailoring the marketing mix to the specific characteristics and wants of each market.

In Australia, Fosters Lager Is Sold as an Everyday Beer