Answered: Explain what is meant by international…

Explain what is meant by international marketing ‘over-adaptation’ and ‘under-adaptation’ in a specific foreign territory. What are the problems and dangers associated with each?

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter9: Reaching Global Markets

Section: Chapter Questions

Problem 2DRQ

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Concept explainers

Global Marketing

Global marketing is defined as the process of promoting a product and making it available beyond its country of origin. Hence, it can also be referred to as international marketing. When a product reaches a consumer beyond domestic boundaries, it is called global marketing. Global marketing is a sub-part of marketing. It is not just limited to selling the product worldwide; but also involves proper planning, procurement of materials, manufacturing of a product, placing, and promotion for the product, and introducing it in the domestic and the international markets. Global marketing is not only important for the success of a business but also helpful in the retention of a large consumer base. Various business organizations or companies have failed due to the shortcoming of proper marketing techniques.

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