Question

Name the four Ps of marketing and how they might differ in international marketing.

Give an example using the country you selected for your country report and how you may have had to change the marketing mix to market your product within your country that may be different than how you market the product in the U.S.

Answer 1

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The four Ps in the marketing mix are Product, Price, Place, and Promotion.

These are the decisions taken by the marketer in order to properly apply is a marketing strategy in any market.

How marketing mix differs in international marketing:

1. Product: In international marketing, marketed tries to focus on making a product or designing a product which is standardized and would easily be adapted by all the type of markets.

2. Price: in the international market, pricing decisions are different for different types of countries on the basis of the income level of consumers prevailing in the country.

3. Place or physical distribution: in the international market, this P's decision focuses on wide reach while taking care of the availability of transport and cost involved.

4. Promotion: promotion in the international market is done taking care of the values and culture and language preferred by different markets, and the preferred mode of promotion.

For this assessment, I am taking India as an example of the company report. How I may have had to change the marketing mix to market my product in India:

1. Product: India is a developing country, and thus, their standard of living is low because of the low level of income. Thus, there are chances that they may focus more on quantity over quality. So, product design would have to be changed according to that. Moreover, the brand name or logo would have to be changed according to the values and culture prevailing.

2. Price: Price would have to be reduced for India in order to attract customers.

3. Place: the craze for online shopping is less in India as compared to the US. So I would go for a multiple level distribution channels to sell my product, open my own outlets at different places.

4. Promotion: promotion would be done in India with the help of advertising and sales promotion incentives to increase sales.