International Marketing (IM). Chapter 16. International Marketing. Introduction strategy and international marketing Marketing mix standardization versus customization Product-related issues Pricing issues Promotion: advertizing. Defining International Marketing.
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Reduces marketing Costs the Home Nation
Promotes efficiency in R&D
Leads to economies of scale in production
Reflects trend towards single global marketplace for many types of products
Ignores different conditions of product use
Ignores local legal differences
Ignores differences in buyer behavior
Ignores other differences in individual marketsAdvantages and Disadvantages of Standardizing the Marketing Mix