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.
Many international marketers use a combination of global and customized marketing strategies.
Your decisions and actions will depend on your own situation and the countries you target. B. Product Strategies 1. Marketing an existing product, straight extension. Modifying an existing product, product adaptation. Developing a new product, product invention.