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Glossary

  • Cultural adaptation: The process of adapting a product or marketing campaign to a specific culture or country.
  • Global branding: A branding strategy that involves creating a consistent brand image and message across all international markets.
  • Localization: The process of adapting a product or marketing campaign to a specific locale or region.
  • Market entry strategy: The plan for how a company will enter and compete in a new international market.
  • Market segmentation: The process of dividing a market into smaller groups of consumers with similar needs or characteristics.
  • Multicultural marketing: Marketing efforts that take into account the cultural differences among different groups within a country or region.
  • Standardization: The practice of using the same marketing mix (product, price, promotion, and place) across all international markets.
  • Target market: The specific group of consumers that a company aims to reach with its marketing efforts.