International Marketing and the Marketing Mix

International marketing means marketing a business’s products or services in countries outside its home market. The marketing mix is adapted when a business changes its product, price, promotion or place to suit customers and conditions in a particular country.

How the mix changes

• Product: A business may change features, packaging, sizes or flavours to suit local preferences or legal requirements. It may also keep the same product if customers across countries want similar things.
• Price: The business considers local incomes, competitors, taxes, transport costs and exchange rates. The same price in the business’s home currency may not be suitable in every market.
• Promotion: Advertising may need different language, images or messages to fit local culture and buying habits. The business may also use different media to reach customers.
• Place: This means how a product reaches customers. A business might sell through local retailers in one country and its own website in another, depending on distribution networks and how people shop.

For example, a snack company entering a new country might offer a locally popular flavour, set a price customers can afford, advertise in the local language and use supermarkets that already reach its target market. Each decision is part of adapting the marketing mix.

A business does not always need to change all four elements. Standardisation means using the same approach across markets; adaptation means changing it for local conditions. Standardisation can reduce costs and maintain a consistent brand, while adaptation can make an offer more appealing to local customers. The best balance depends on the market and the costs of making changes.

Common exam mistake: Do not just list the four elements. Explain why a particular country’s customers or market conditions would lead a business to change each relevant part of its mix.