Domestic Marketing vs International Marketing
Définition :
Domestic marketing refers to marketing activities conducted within a single country, where firms operate under:
one culture
one legal system
one political system
one currency
In contrast, international marketing involves operating across multiple countries with different environments
Fondamental :
International marketing is more complex because firms face:
multiple environments
higher uncertainty
greater risk
A strategy that works in one country may fail in another
Complément :
Exemple :
A product accepted in one country may be rejected in another.
In some countries certain foods are culturally accepted, while in others they are not.
Companies must adapt product offerings accordingly
Méthode :
Standardization vs Adaptation
Companies must decide:
What to standardize (brand, core product)
What to adapt (communication, packaging, pricing)
