is a set of choices that firm offers to its targets markets. Many firms vary there marketing mix from country to country
Market segmentation
distinct groups of consumers whose purchasing behavior differss from others in important ways. they can segment in many ways such as (sex, age, income, race)
retail system
is one in which there are many retailers,none of which has a major share of the market
Channel length
refers to the number of intermediaries between the producer (or manufactures) and the consumer. if the producer sells directly to the consumer the chancel is very short.
Channel quality
refers to the expertise, competencies , and skills of established retailers in a nation and there ability to sell and support the product of international business
Source effects
occurs when the receiver of the message evaluates the message on the basis of status or image of the sender
country of origin effect
the extent to which the place of manufacturing influences product evaluations.
Push vs. Pull strategies
Push- emphasizes personal selling rather than mass media advertising in the promotional mix
Pull- depends more on mass media advertising to communicate the marketing message to potential consumer
Global standerdization 551
Price elastic vs inelastic
elastic- when a small change in price produces large change in demand
inelastic- when a large change in price produce a small change in demand