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.