[Marketing Terms]International Marketing Mix


Marketing mix for promoting a product in foreign market is different from that in local market. The marketing mix for international markets should be decided keeping in mind consumer’s cultural backgrounds, buying habits, and disposable income levels (of the particular country). In such case, product must be developed only after considering the above mentioned factors.

While developing the promotional strategy for a product in international market, marketers need to be always vigilant on political climate, cultural attitudes and religious practices followed in that region. Fixation of price is very difficult for international marketing. So pricing policy must be developed after considering factors like transport costs, import duties, and exchange rate fluctuations. Place is another element of marketing mix strategy, which emphasis on distribution of product or service at the right place and time. Distribution strategy of each country differs with profit margins and transportation costs.

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