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How does the marketing mix differ in the domestic and international environments? How is it the same?

Should international marketing managers standardize the marketing mix? Why or why not?

Public Comments

1. well, place is more of an issue in global marketing, you have to be sure you can get your product anywhere the customer wants it, while keeping your overheads to a minimum. if your overheads get too high, your prices go up, people stop buying your product. at the same time, you need to hire more staff to be able to make international sales (ie, by being in other countries) and often youll want them to be qualified linguists, which youll pay through the nose for. your product has to appeal/be accessible to a global market which requires extensive market research. i think in global marketing, promotion kind of goes out of the window. about standardising it, im not sure quite what you mean..
2. nice question :) Marketing is an art. Marketing understands different cultures and adapts to people's needs and desires. it is much easier to customize a marketing plan for a foreign market, then to seek to change others' cultures to sell and promote your products. i'll give you a simple example: MC Donalds. it has a customized marketing plan to adapt to other countries in foreign franchises. for instance, in the middle east, the offer rice with the meals. Or in the states or Canada, they offer some hispanic meals in the hispanic areas. this procedure keeps a big door for improvement and insures success. products could be developed to look more appealing to the targeted groups and consequently gain their satisfaction and loyalty.