The internationalization of businesses is the seat of the growing global economy. In this process, the external markets are analyzed by the marketers using the most effective marketing tool called the Marketing Mix. Product, Price, Place and Promotion constitute the marketing mix in the home market, but, in the external markets, it extends its tangents to People, Processes, and Physical Evidence. The goal of the marketers is to minimize the costs and focus on the profitability of the venture. However, the complexity that globalization entails cultural, societal, economic, and political factors. In some cases, the marketing mix undergoes complete customization. Nevertheless, the brand aims to maintain a consistent message in the global markets. Before going global, a brand gains insight into the needs, attitudes, and economic well-being of the foreign market. Based on the initial research, marketers choose the mode of entry (how to deliver the product physically/online distribution) and adjust the product, price, and promotion elements of the brand.
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