The Scope and Challenges of

International Marketing
https://www.youtube.com/wa
tch?v=wwzBcNjzqvg
Chapter 1
 WHAT IS INTERNATIONAL MARKETING?
THE PROCESS BY WHICH INDIVIDUALS AND COMPANIES

IDENTIFY PROVIDE COMMUNICATE DELIVER

needs and products, information about products and

wants services and the products services
of ideas and services internationally
customers competitively using one or a
in different to satisfy combination
international needs and of foreign
markets wants of entry modes
different
customer
groups
2
WHY INTERNATIONAL MARKETS?

Saturation in Decline in
domestic domestic
markets markets
Marketing is
growing in
certain
internation
al markets
Demand for
product / Extend
service in products
certain lifecycle
markets
KEY DIFFERENCES BETWEEN DOMESTIC AND
INTERNATIONAL MARKETING

International Marketing is more

complex – higher risk
Usually involves a greater number
of stakeholders
International - Greater competition
International Marketing involves
the STANDARDISATION V/S
ADAPTATION dilemma
INTERNATIONAL MARKETING CONCEPT?

So what are the differences

between domestic and
international marketing?

The concepts, the methods are the same

the culture the enviroment
are the differences.
Reasons for going international
Saturated home market
Competition
Excess capacity
Advantage in skill, technology or
product
PLC Differences
Geographic diversification
Organisational reasons
Financial reasons
Major Decisions
Deciding to go abroad
Deciding which markets
Deciding how to enter markets
Deciding on marketing programs
Deciding on marketing
organization
INTERNATIONAL MARKETING SUCCESS FACTORS

Conduct Understand Employ

appropriate the micro
market and macro suitably
research environment qualified
prior (particularly
personnel
to entry cultural
factors)

Display long-term
commitment
to the market
PROCESS MODEL OF INTERNATIONAL MARKETING
International marketing strategy scope
and framework

Company resources Analysing Environment

and capabilities international
competitors

Vision and strategy

for international markets

International marketing
strategy

International market entry strategies

Strategic alignment and performance

somi
Global Marketing
Global Standardization or Adaptation
• Toyota built the Corolla on a world
platform. Ford with its Focus.
McDonald’s uses chili sauce (salsa) on
its hamburgers in Mexico. Coca-Cola is
can be sweeter, or less carbonated.
• Adaptation elements: Product features,
brand name, labeling, packaging, colors,
materials, prices, sales promotion,
advertising themes, media, execution.
• Marketing programs do work best when
they are tailored to each target group.
The International Marketing Task
Foreign environment
(uncontrollable)
Political/legal 1 Economic
forces forces
Domestic environment
(uncontrollable)
2
7 Competitive
Political/
legal (controllable) structure Competitive
Cultural Forces
forces
forces Environmental
Price Product
uncontrollables
7 3 country market A
Channels of
Promotion Environmental
distribution
6 uncontrollables
country
market B
Geography Level of
Economic climate Technology Environmental
and
Infrastructure uncontrollables
4
5 country
Structure of market C
distribution
Self Reference Criterion(SRC)
Unconscious reference to one’s
own cultural values, experiences,
knowledge as a basis for decision
Global Marketing:
Principles,
Insights

&
Challenges
Insights
In Hong Kong, a German businessperson is
driving a Lexus; he’s wearing Bruno Magli
shoes, Irish cashmere socks, Calvin Klein
underwear, an Armani suit, with a Gucci
belt. He has a Mont Blanc pen, in his
Italian shirt. He’s going to meet an
American investor at a KFC restaurant, for
a Coke. After lunch, they stop for a
Baskins-Robbins (actually a foreign firm)
ice cream sundae. --- OK, that’s a stretch.
When he gets home, sitting on an ottoman,
he has an Absolut vodka nightcap, while
listening to American country western
music.
Challenges
Huge Foreign indebtedness
Unstable governments
Foreign-exchange problems
Foreign entry and government bureaucracy
Tariffs and other trade barriers
Corruption
E-commerce---doesn’t offer complete
solutions
Technological pirating
High cost of product and communication
adaptations
Global Marketing
Marketing has become more complex.
Increases in new products, product
extensions, high cost of distribution and
shelf space.
Expansion of retailer control and power,
changing media habits, overload of
information, and array of
communication choices.
Ultimate goal of programs
Timing goals
Global Integration Forces
Driving Forces
• Technology
• Culture
• Market Needs
• Costs
• Free Markets
• Economic Integration
• Peace
• Strategic Intent
• Management Vision, Strategy and Action
Global Integration Forces
Restraining Forces
• Culture
• Market Differences
• Costs
• National Controls
• Nationalism
• Peace vs. War/ Stability
• Management Myopia
• Organization History
• Domestic Focus
Challenges
Markets can present higher profit
opportunities than present markets.
Markets can offer size but not profits.
Company needs a larger customer
base for economies of scale.
Present customers are needing
service and products as they go
international.
Major Decisions
Deciding to go abroad
Deciding which markets
Deciding how to enter markets
Deciding on marketing programs
Deciding on marketing
organization
Global Marketing
Denotes the use of advertising and
marketing on a global basis.
Marketing is at the threshold of a new and
exciting era: e-business, e-commerce and e-
marketing
Business has two basic functions: marketing
and innovation (Drucker)
New era of competition, demanding
customers
More stakeholders (customers, employees,
media).
Global Marketing
Companies need new set of guidelines,
values and insight
Marketing is a Strategic Business Concept
Marketing is too important to be left to the
Marketing Department. (David Packard)
Formulated, integrated, long-term
Hold to the responsibilities of customers,
employees, investors
Global Marketing
Advantages, especially if the companies
emphasize selection, availability,
quality, reliability and lower prices.
Economies of scale.
Lower marketing and advertising costs
in planning and control. Lower
advertising production costs.
Exploiting best ideas on a worldwide
basis.
Good URLs to visit
Globalisation of Starbucks
https://www.youtube.com/watch?v=
c-KKy-03O5A
Oreos in China
https://
www.youtube.com/watch?v=U48n
mKPJclA
Good URLs to visit
Global Marketing Mix
https://www.youtube.com/watch?
v=vRTuaTg0V5c
International Strategy
https://www.youtube.com/watch?v
=z7M1vQTvkx4
Global Marketing
Principle of Research
• Understand the consumer-behavior
perspectives.
• Be sure you are asking right questions.
• Use appropriate research techniques and
controls.
• Present clear, comprehensive and
“actionable” results.
• We study people using geographics,
demographics, psychographics, lifestyles,
and behaviors.
Global Marketing
Bodily adornment, cooking, courtship, food
taboos, gift giving, language, marriage,
status, gender and superstitions, in all
societies, although each society attaches
different values and traditions.
The world, countries, regions, and
subcultures.
Different groups of people share
subcultures---values, customs, and traditions.

Geomarketing uses these differences in

foods, terminology, subculture identities.
Global Marketing
Example: Global youth are notorious for
challenging norms and defying labels. A
study of 27K teenagers in 44 countries.
Insights and motivations.
Six different segments.
But remember that even in a specific
country the teenagers are not
homogeneous.
Six segments in a Teen World values
research study.
Global Marketing
Thrills and Chills. Driving principles---fun,
excitement, irreverence and friends. Expect
everything in life. Make it a goal to get as
much and as many good times. Popular
kids in schools. Brand loyal. Mostly in
Germany, England, Greece, South Africa,
Netherlands, US, Belgium and Canada. 18%
Resigned: Fun, Friends and Low
expectations. Little discretionary income.
Cynical. Denmark, Sweden, Korea, Norway,
Germany, Belgium, Argentina, Canada and
Turkey 14%
Global Marketing
World Savers. Defining principles: Fun,
Humanism, and friends. Models of what
gives hope to next generation. Good kids,
who care. Technologically advanced.
Motivated by new and exciting. Attracted
by honest and sincere messages.
Sophisticated, sense of humor. Hungary,
Philippines, Venezuela, Brazil, Spain,
Argentina, Russia, France, Poland. 12%
Quiet Achievers. Success, quiet, anti-indi-
vidualism, social optimism. Have deter-
mination and restraint. Study hard. Do well
in school. Limit outside activities. Thailand,
China, Hong Kong, Korea, Russia, Peru. 15%
Global Marketing
Bootstrappers. Defining principles:
Achievement, Individualism, optimism,
determination, power. Try hard to please
parents. Determined to succeed.
Positive values. One in four in US; 14%
overall. Nigeria, Mexico, US, India, Chile,
Puerto Rico, Peru and Venezuela.
Upholders. Family, tradition, respect for
individuals. Dreamy. Quiet. Good teens.
Follow their parents. Don’t like risks. Use
proven products. Vietnam, Indonesia,
Taiwan, China, Italy, Peru, India, 16%
Global Marketing
Principle of Integrated Marketing:
• Marketing is everyone’s business.
• “Marketing Community”

Examples:
• Coca-Cola, Merrill Lynch, Xerox,
American Express, British Airways,
Gillette.
Global Marketing
When all of the departments work together
to serve the customer’s interests.
Works on two different levels: All of the
various marketing functions work together:
sales force, sales promotion, advertising,
PR, Product development, Marketing
research
Plus all of the departments work together.
They must “Think Customer.”
Global Marketing
Global Standardization or Adaptation
• Toyota built the Corolla on a world
platform. Ford with its Focus.
McDonald’s uses chili sauce (salsa) on
its hamburgers in Mexico. Coca-Cola is
can be sweeter, or less carbonated.
• Adaptation elements: Product features,
brand name, labeling, packaging, colors,
materials, prices, sales promotion,
advertising themes, media, execution.
• Marketing programs do work best when
they are tailored to each target group.
Global Marketing
An endless process or principle:
• Customer attraction
• Customer satisfaction
• Customer retention
• CEO is also the Chief Marketing
Officer.
Global Marketing
Principle of Competition: Value War
• Create long-tern customer value.
• Continuously and consistently crated
customer value.
• Look at total customer benefits vs.
customer expenses
• Ultimate goal of project
• Relationship to other projects
• High-level timing goals
Global Marketing
Principle of Customer Satisfaction
and Retention
• Look at overall satisfaction and
customer loyalty
• Easier to retain a customer than to
gain or win a new one.
• Consistently improve customer
value to win the marketing war.
Global Marketing
Principle of Integration:
• Learn about the needs and wants.
• There are no “average” customers.
• Concentrate on the individual
differences while looking at
segmentation, targeting and
positioning.
Global Marketing
More on Integration:
Plan for and review differences in
culture, markets, economic
development, consumer differing
needs, usage patterns, media
availability and legal restrictions.
Global Marketing
Principle of Anticipation and Being Proactive.
Not Reactive.
• Are you ready for change? Being adaptive to
the marketplace.
• Macroenvironment Changes. The high income
growth country has shifted from Japan to US.
Low to medium has been concentrated in
Southeast Asia and southern Asia with China
as a unique, high-growth, large country in the
region and the world. Also look at Singapore,
Taiwan and South Korea.
Global Marketing
Principle of the Growth of Internet and
Information Technology.

Principles of:
Marketing Planning
Marketing Mix
7P’s

Controls.
Global Marketing
The old trade model is just old.
It stated that as a product matures,
production would shift to low-wage
countries.
Today, must look at transportation
costs, availability of skilled labor,
market responsiveness, market access
and innovation in product design and
manufacturing. Especially of products
with less than 15% of labor in total cost.
Global Marketing
Principle of Branding:
• The umbrella. Determines price and value.
Be more than a commodity.
• A brand is a name, term, sign, symbol, or
design or a combination of them to identify
the goods and services of a seller and to
differentiate them from the competitors.
• Identifies seller or maker. We see a huge
increase in the global brands for autos,
food, clothing, electronics and more.
• Increasing number of cross-border
marketing alliances.
Global Marketing
Principle of Service:
• Service before, during and after
sale.
• Create long-term value and
connect with customer.
• Both products and services. It’s
creating more value.
Global Marketing
Principle of Process:
• Commands the company to be the captain of
its supply-chain. It should manage from raw
materials to finish goods. Enhance value-
creating activities.
• Look at Strategic Alliances/Partners . Can be
suppliers, customers and even parts of
competitors. Benchmarking, reengineering,
outsourcing, mergers, and acquisitions are
examples.
• Brand, service and process are three value-
creating principles and drivers to win
customers and deliver market share.
Global Marketing
Principles of STP:
• Segmentation, Targeting and
Positioning
• Process of segmenting. Look at
demographics, geographics,
psychographics and behavior
variables.
• Look for market opportunities.
Global Marketing
Principle of Differentiation:
• Don’t be different just to be
different.
• Design and plan for meaningful
differences versus the competitors.
• Design truly different and unique
products for customers.
Global Marketing
Principle of Marketing Mix:
• Integrate 4P’s and 7P’s.
• Offer, Logistics and Competition.
• The whole marketing concept.
Global Marketing
Principle of Selling:
• Integrate Company, Customers and
Relationships/Partnerships.
• Create long-term relationships with
customers.
• More than personal selling.
• Features and benefits of the product.
• AIDA: Awareness-Interest-Desire-Action.
• Manage communication.
Global Marketing
Principle of Balance:
• After focusing on the elements of
marketing---segmentation, targeting,
positioning (STP), differentiation,
marketing mix, selling, branding, service
and process, you need to balance the
strategies, tactics and implementation.
• Share of Heart and Mind. Share of Voice.
• Dynamic environment. Timing.
• High-level timing goals
Global Marketing
Principle of Positioning:
• The act of designing the product or
service (company’s offering and
image) to occupy a distinctive
place in the target market’s mind.
• Ultimate goal of product.
Differentiation
• Relationship to other products.
Global Marketing
Principle of Future:
• Manage today’s products by
managing a profit and by servicing
customers of today and tomorrow.
• Develop tomorrow’s products.
• Look at Marketing Myopia.
Global Marketing
Principle of Global Experience
• Counts for companies
• Counts in the job market for
employees.
• Marketing Audits.
• Marketing is not a destination, or a
goal. It’s a process. A moving
target.
Wrap-up on Global Marketing
Principles
Companies cannot stay domestic
and expect to maintain their
markets.
Companies need to define their
global policies and objectives.
Companies need to decide on how
much to adapt marketing mix.
Wrap-up on Global Marketing
Principles
Market entry and market control
costs can be high.
Product and communication
adaptation costs can be high.
Dominant foreign firms can
establish high barriers of entry.
Which types of markets and
countries?
Global Marketing
Ultimate goal of project
Relationship to other projects
High-level timing goals
Attractiveness influenced by the
product, geography, income,
population, political climate and
more factors.
Review Forces:
---Driving and
Restraining
 Cross Cultural Analysis to Isolate
the SRC Influences

Step 1: Define the business problem or goal in home-country cultural

traits, habits, or norms.

Step 2: Define the business problem or goal in foreign-country cultural

traits, habits, or norms. Make no value judgements.

Step 3: Isolate the SRC Influence in the problem and examine it

carefully to see how it complicates the problem.

Step 4: Redefine the problem without the SRC influence and solve for
the optimum business goal situation.*

*James A. Lee, “Cultural Analysis in Overseas Operations, “Harvard Business Review,

March-April 1996, p.106-11.
 Being Globally Aware
 To be Globally Aware is to be:
 Objective
 Tolerant of Cultural Differences

 Knowledgeable of:
Cultures
History
World Market Potentials
Global Economic, Social and Political Trends
Global Marketing
Deciding How to Enter a Market
• Indirect Export-Through export and
through others.
• Direct Export-Handle own exports.
• Licensing-License a foreign company to
use trademark, manufacturing process,
trade secret, or other item for a fee or
royalty.
• Joint Ventures- Join with local investors
• Direct Investment- Direct ownership.
Global Marketing
Joint Ventures-- Join with local
investors to create venture. Coca-
Cola and Nestle joined forces in
“ready to drink” coffee and tea.
• P&G with rival, Fater, in Italy and
Great Britain.
• Whirlpool formed venture with
Dutch electronic group Philip’s on
white-goods business to leapfrog
into European market.
Global Marketing
Direct Investment--Ultimate form is
direct ownership of foreign-based
assembly or manufacturing
facilities.
• Can buy part or full interest in a
local company.
Globalization of Markets
Global Perspective:
Boeing Company example
https://www.youtube.com/watch?v=Caon9B
Rk_gQ
https://www.youtube.com/watch?v=Caon9BRk
_gQ
Peace Works company example
https://peaceworks.com/aboutUs/
Recent events that have impacted
international marketing
High tech and dot.com company bust in
early 2000’s
September 11th terrorist attacks in U.S.
Wars in Afghanistan and Iraq
Spread of Corona pandemic
Globalization of Markets
4 Prevailing trends that have the most
impact on international business in the
future:
1. Growth of the World Trade Organization and
region free trade areas (NAFTA, European Union..)
2. Trend of developing countries (such as Asia,
Latin America, Eastern Europe) accepting the
“free market system”
3. Impact of the internet and other global media
companies (CNN)
4. Mandate for companies to properly manage
resources
Globalization of Markets
Why international marketing is so
important:
Companies can no longer ignore the effects of
internationally marketing
• Competition no longer exists just from domestic
companies In order to sustain profitability and
growth margins of the past, companies have to look
for alternative methods of marketing their products
and services
– “In a study conducted on U.S. manufacturing
companies of all sizes, it was found that multinational
companies outperformed their strictly domestic U.S.
counterparts by more than twice as fast in sales and
earned much greater returns on equity and assets..”
Globalization of Markets
Definition of International Marketing:
“The performance of business activities designed to plan,
price, promote and direct the company’s flow of goods and
services to consumers or users in more than one nation for
a profit” (4 P’s)
What is the difference between marketing
domestically and internationally
Marketing concepts are universal (goal is to make a profit)
Difference is that in international marketing ALL
environments have to be taken into consideration when
the marketing plan is developed and executed
• Must consider the legal environment, governmental controls,
climate & weather, cultural beliefs, buyer behavior…
(uncontrollable elements)
International Marketing Task
The International Marketing Task
Marketing Plan (controllable)
• Price, Promotion, Product, Place (distribution)
Domestic Environment (uncontrollable)
• Political/legal, competition, economy
Foreign Environment (uncontrollable)
• Structure of distribution, geography and
infrastructure, culture, political/legal, economy,
competition, level of technology…
International Marketing Task
Other Factors within the Foreign
Environment to consider:
Level of technology
Political and legal issues
Culture
International Marketing Task
Importance of “uncontrollable elements”
In order to succeed internationally a foreign
company must understand the impact of the
uncontrollable elements that make up that
country’s culture
• “Cultural understanding is like an iceberg – we are
not aware of nine-tenths of it”
• In order to be successful in adapting to the
international markets, the market plan needs to
incorporate strategies to anticipate as much of the
uncontrollable factors that influence both the
foreign and domestic markets and allow for
maximum flexibility to adjust for future changes
International Marketing Task
Obstacles to success in international
marketing:
“SRC” – Self-reliance criterion &
ethnocentrism:
• Using one’s culture, values, experiences as a
basis for decisions in international situations
– By reacting to situations in this manner, cultural
differences are ignored, and behavior might be
offensive
– The less ego-centric a company is, the greater
success it will have in marketing it’s products and
services
Developing Global Awareness
To be globally aware, a company
must have the following
Objectivity
Tolerance of cultural differences
Knowledge of cultures, history, world
market potential, and global
economic, social, and political trends
Stages of International Marketing
Involvement
1. No Direct Foreign Marketing
Company does not actively pursue customers
in foreign markets, but receives them through
unintended channels
• Products are bought abroad through domestic
wholesalers/distributors, website on the internet
2. Infrequent Foreign Marketing
Company sells to foreign markets only when a
temporary surplus of product exists
• Once surplus is gone, foreign activity is gone
• Few companies fit this model because of the need to
develop long term relationships in foreign countries
Stages of International Marketing
Involvement
3. Regular Foreign Marketing
Companies produce their products and
services to primarily sell domestically, but
also internationally
• Through domestic/foreign middlemen, sales force
in foreign countries
4. International Marketing
Companies are fully engaged in
international marketing strategies
• Companies are now international or multi-national
Stages of International Marketing
Involvement
5. Global Marketing
Change from its marketing activities to
all activities focused in a global
perspective
• In most cases, companies’ sales revenues
are more than ½ of its total revenues
• Treat the world as one market
• Market segment is no longer focused on
national borders, rather such things as
income levels, usage patterns, or other
factors are looked across borders
 International Marketing
Concepts
Concept EPRG Schema

Domestic Market
Extension (Ethnocentric)

Multi-Domestic Market (Polycentric)

Global Marketing (Regio/Geocentric)

Strategic Approaches to Marketing
Internationally
1. Domestic Market Extension
Orientation
International markets are secondary to its
domestic markets
2. Multi domestic Market Orientation
Each country has a specific and separate
marketing plan to adjust to differences
3. Global Marketing Orientation
Marketing activities are global
Strives for efficiencies of scale through
standardization
EPRG FRAMEWORK
International Marketing Orientations
Different attitudes towards
company’s involvement in
international marketing process
EPRG framework was introduced by
Wind, Douglas and Perlmutter.
This framework addresses the way
strategic decisions are made and how
the relationship between headquarters
and its subsidiaries is shaped.

Perl Mutter’s EPRG framework consists

of four stages in the international
operations evolution.
Ethnocentric Orientation
The practices and policies of headquarters
and of the operating company in the home
country become the default standard to which
all subsidiaries need to comply.
Such companies do not adapt their products
to the needs and wants of other countries
where they have operations.
There are no changes in product specification,
price and promotion measures between
native market and overseas markets.
Ethnocentric Orientation
The general attitude of a company's senior
management team is that nationals from the
company's native country are more capable to
drive international activities forward as
compared to non-native employees working at
its subsidiaries.
The exercises, activities and policies of the
functioning company in the native country
becomes the default standard to which all
subsidiaries need to abide by.
Ethnocentric Orientation
The benefit of this mind set is that it overcomes
the shortage of qualified managers in the
anchoring nations by migrating them from
home countries.
This develops an affiliated corporate culture and
aids transfer core competences more easily.
The major drawback of this mind set is that it
results in cultural short-sightedness and does
not promote the best and brightest in a firm.
Regiocentric Orientation

In this approach a company finds

economic, cultural or political
similarities among regions in order to
satisfy the similar needs of potential
consumers.
For example, countries like Pakistan,
India and Bangladesh are very similar.
They possess a strong regional
identity.
Geocentric Orientation
Geocentric approach encourages global
marketing. This does not equate
superiority with nationality.
Irrespective of the nationality, the
company tries to seek the best men and
the problems are solved globally within
the legal and political limits.
Thus, ensuring efficient use of human
resources by building strong culture and
informal management channels.
Geocentric Orientation

The main disadvantages are that

national immigration policies may
put limits to its implementation
and it ends up expensive
compared to polycentrism.
Finally, it tries to balance both
global integration and local
responsiveness.
Polycentric Orientation
In this approach, a company gives equal
importance to every country’s domestic
market.
Every participating country is treated solely
and individual strategies are carried out.
This approach is especially suitable for
countries with certain financial, political and
cultural constraints.
Polycentric Orientation

This perception mitigates the chance

of cultural myopia and is often less
expensive to execute when
compared to ethnocentricity.
This is because it does not need to
send skilled managers out to
maintain centralized policies.
Polycentric Orientation

The major disadvantage of this

nature is it can restrict career
mobility for both local as well as
foreign nationals, neglect
headquarters of foreign
subsidiaries and it can also bring
down the chances of achieving
synergy.
Major Participants In International
Marketing
Multinational Corporations (MNCs) − A
multinational corporation (MNC) is an
organization that ensures the production of
goods and services in one or more countries
other than its home country.
Such organizations have their offices, help
desks or industrial set-up across nations and
usually have a centralized head office where
they co-ordinate global management.
Major Participants In International
Marketing
Exporters − They are the overseas
sellers who sell products, and provide
services across their home country by
following the necessary jurisdiction.
Importers − They are the overseas
buyers who buy products and services
from exporters by complying with the
jurisdiction. An import by one nation is
an export from the other nation.
Major Participants In International
Marketing
Service companies − A service company
generates revenue by trading on services
and not on physical commodities. A public
accounting company is the best example of
a service company.
Revenue here is generated by preparing
returns of income tax, performing audit
services, and by maintaining financial
records.
The activities that take place on a marketing platform that has
recently been established outside the home country or parent
country are known as international marketing tasks.
These tasks include the following operations −
•Observing and acknowledging customers’ buying behavior.
•Adapting to the changes in market trends.
•Identifying competitors and acquiring the required information
about them.
•Acquiring knowledge about products.
•Conducting a Political, Economic, Social and Technological
analysis, that is, PEST analysis.
•Practicing SWOT analysis
•Selecting the right promotional mixture: Pricing, Promotion,
Advertising, etc.
The outcome of a marketing plan is affected by certain
uncontrollable elements. These elements include competition,
culture, legal, and government controls over the business.
The only way to manage the uncontrollable elements is to design
an efficient framework to mold the controllable elements – price,
product, promotion and place (distribution).
Good resources available at -
https://www.tutorialspoint.com/inte
rnational_marketing/international_
marketing_basic_modes_entry.htm