![]() ![]() This viewpoint expands the overall concept of marketing to include any exchange of value. ![]() Marketing may be defined as “discovering consumer needs and wants, creating the goods and services products that meet those needs, and then pricing, promoting and delivering those goods and services.” The American Marketing Association (AMA) notes that marketing activities include a set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing in an international context requires comprehension of these and many other forces and factors. To be successful in the international marketplace, marketers learn about new cultures as they adapt to changes in the environment. It includes conducting commerce with customers, clients, partners, society at large, and the overall global community. Answer: International marketing is the utilization and adaptation of the best marketing practices for the purposes of conducting commerce in other countries.
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