F. First Steps in International Marketing 1. Getting started is easier if you benchmark on the experiences of others to learn how the best world marketers compete. Before investing in international activities, look for sources of information on the subject. Some libraries can access electronic database services and CD-ROM databases. The U.S. government also helps marketers compete with foreign rivals at home and abroad.
Government agencies can also help marketers locate financing for international marketing ventures.
With a global marketing strategy , you standardize your product, pricing, channel, and communication activities for use in all countries. This strategy focuses on the similarities rather than differences among customers. Marketers can standardize their products and, hence, achieve economies of scale and lower prices. The customized marketing strategy means tailoring marketing activities to each local market. With localization marketers focus on the differences between countries and adapt to unique characteristics of each local market.