1. Production Concept
The production concept holds that consumers will favour products that are available and highly affordable and that management should, therefore, focus on improving production and distribution efficiency. This is one of the oldest philosophies that guides’ sellers.
The production concept is useful when:
- Demand for a product exceeds the supply.
- The product’s cost is [...]
WHAT IS INTERNATIONAL MARKETING?
International marketing is the marketing of goods, services, and information across international boundaries. The home firm’s domestic approach may be ineffective, counterproductive, or illegal in foreign markets.
CHALLENGES OF THE INTERNATIONAL MARKETING ENVIRONMENT
1. Culture
2. Markets
3. Data
4. Politics
5. Governments
6. Economies
7. Finance
8. Business
9. Control
MOTIVES FOR INTERNATIONALISATION [...]
A commonality shared by all elements of the promotional mix is that their function is to communicate. Thus, it is important that advertising and promotional planners have an understanding of the communication process.
Communication has been variously defined as the “passing of information,” the “exchange of ideas,” or the “process of establishing a commonness or oneness [...]