ng to an overall lower per unit cost. Imagine the cost savings that could have been realized by Unilever if they had simply used the brand name Radion in Austria as well as Germany. Overall marketing strategy costs would have been reduced by standardizing both the product and advertising for use in both markets, rather than incurring the costs of producing two separate products and promotional campaigns. While managers realize all aspects of global marketing strategy cannot be standardized, each component of the strategy that is standardized produces increased cost savings.

Standardization, as discussed through the international product life cycle (IPLC), may enable marketing managers to conceptualize better the dynamic nature of technology-based products in the new global environment. The IPLC concept describes the movement of production facilities throughout the life of a product. While still controversial in terms of predicting direct investment, the IPLC provides a perspective through which the transition from a local, to a regional, to a standard marketing strategy can be better understood. Summarized, the IPLC indicates that initially a product is innovative (i.e. considered on the cutting edge of technology within

Most countries nowadays try to trade internationally. There is no need for the country to limit itself to the domestic market only. With the globalization taking place the international boundaries is not a problem any more. However, some countries are not familiar with the international markets and they need to learn from the experiences other countries have.

Limited resources might also lead to that the company prefers forms of market entry that are not so costly and hazardous. However, during the last two decades, companies have developed their international activities more on a contingency basis. The international market behaviour has been influenced by a need to take advantage of different market opportunities and by an increasing need to serve customers in the global market environment. Due to the competitive situation it might also have been necessary to introduce products more quickly in the marketplace or to introduce products to several markets simultaneously.

Even if the international market gives a company opportunity to exploit their competitive advantages the rate of change has accelerated dramatically during the last decade. Many of the changes are taking place due to an increased globalisation and the business environment is influenced by economic and political factors. Coupled with the changing economic environment there has also been a continuous change in social attitudes and values, which are likely to have implications for marketing management. New technology has caused major changes in production technology and has also served to increase the rate of change. Newer technology has, therefore, a major impact on particular aspects of marketing. The strategy of any organisation will be shaped by the company's own capabilities and competencies, but also by the competitive environment.

Much of the literature on international marketing refers to export marketing and the process of internationalisation by which companies gradually increase their international involvement. Commitment to international market development requires that a company devote resources and management capacity to fulfil their strategic intentions. International marketing is the process of focusing the resources and objectives of a company on global marketing opportunities.

The marketing concept requires more than being able to meet customer needs - it requires meeting them better than competitors. The basic goal of marketing is therefore to develop a competitive advantage and to create customer value by maintaining focus on its key customer group. Due to the changing market environment, it is necessary to adjust the marketing strategy accordingly. Customers choose those suppliers which offer the best value. If a company does not have a competitive advantage it will lose market share or have to cut prices to retain the market share. Strategic market planning is concerned with adapting the organisation to a changing environment. Organisations succeed when they meet the need of customers more effectively than competitors

The actual marketing strategy can be formulated in different ways, but usually it includes the following dimensions:

* the product or service market where the company compete;

* the level of investment to maintain or grow the business;

* the product line, positioning, pricing and distribution strategies needed to compete in selected markets;

* assets or skills to provide a sustainable competitive advantage.

In the long run, success depends on creating core competencies in the areas where the company operates.

Economic and technological developments are driving the world towards a global marketplace. With current economic changes making international trade more accessible and increased technology making communication more possible, the issue of effectively implementing international marketing strategy is becoming increasingly important. Given the need to implement more effective marketing strategies, a better understanding of the globalization process is needed.

The dynamic nature of the global economy has prompted marketing managers to consider a number of factors when implementing global marketing strategy. Two factors are critical: brand-image consistency and economies of scale.

Economies of scale develop from the increased, unrestricted market size available to the firm. Increased market size means increased production, which enables a firm to achieve sizeable cost savings through economies of scale. Economies of scale allow organizations to capitalize on their cost savings either through a low-cost strategy, or by maintaining a market price strategy, which permits them to reap significantly higher margins than their competitors. From a marketing standpoint, utilizing the same campaign over multiple markets, organizations are able to spread fixed costs (i.e. advertising development) over a larger number of units (i.e. coverage) leading to an overall lower per unit cost. Imagine the cost savings that could have been realized by Unilever if they had simply used the brand name Radion in Austria as well as Germany. Overall marketing strategy costs would have been reduced by standardizing both the product and advertising for use in both markets, rather than incurring the costs of producing two separate products and promotional campaigns. While managers realize all aspects of global marketing strategy cannot be standardized, each component of the strategy that is standardized produces increased cost savings.

Standardization, as discussed through the international product life cycle (IPLC), may enable marketing managers to conceptualize better the dynamic nature of technology-based products in the new global environment. The IPLC concept describes the movement of production facilities throughout the life of a product. While still controversial in terms of predicting direct investment, the IPLC provides a perspective through which the transition from a local, to a regional, to a standard marketing strategy can be better understood. Summarized, the IPLC indicates that initially a product is innovative (i.e. considered on the cutting edge of technology within i

ess environment is influenced by economic and political factors. Coupled with the changing economic environment there has also been a continuous change in social attitudes and values, which are likely to have implications for marketing management. New technology has caused major changes in production technology and has also served to increase the rate of change. Newer technology has, therefore, a major impact on particular aspects of marketing. The strategy of any organisation will be shaped by the company's own capabilities and competencies, but also by the competitive environment.

Much of the literature on international marketing refers to export marketing and the process of internationalisation by which companies gradually increase their international involvement. Commitment to international market development requires that a company devote resources and management capacity to fulfil their strategic intentions. International marketing is the process of focusing the resources and objectives of a company on global marketing opportunities.

The marketing concept requires more than being able to meet customer needs - it requires meeting them better than competitors. The basic goal of marketing is therefore to develop a competitive advantage and to create customer value by maintaining focus on its key customer group. Due to the changing market environment, it is necessary to adjust the marketing strategy accordingly. Customers choose those suppliers which offer the best value. If a company does not have a competitive advantage it will lose market share or have to cut prices to retain the market share. Strategic market planning is concerned with adapting the organisation to a changing environment. Organisations succeed when they meet the need of customers more effectively than competitors

The actual marketing strategy can be formulated in different ways, but usually it includes the following dimensions:

* the product or service market where the company compete;

* the level of investment to maintain or grow the business;

* the product line, positioning, pricing and distribution strategies needed to compete in selected markets;

* assets or skills to provide a sustainable competitive advantage.

In the long run, success depends on creating core competencies in the areas where the company operates.

Economic and technological developments are driving the world towards a global marketplace. With current economic changes making international trade more accessible and increased technology making communication more possible, the issue of effectively implementing international marketing strategy is becoming increasingly important. Given the need to implement more effective marketing strategies, a better understanding of the globalization process is needed.

The dynamic nature of the global economy has prompted marketing managers to consider a number of factors when implementing global marketing strategy. Two factors are critical: brand-image consistency and economies of scale.

Economies of scale develop from the increased, unrestricted market size available to the firm. Increased market size means increased production, which enables a firm to achieve sizeable cost savings through economies of scale. Economies of scale allow organizations to capitalize on their cost savings either through a low-cost strategy, or by maintaining a market price strategy, which permits them to reap significantly higher margins than their competitors. From a marketing standpoint, utilizing the same campaign over multiple markets, organizations are able to spread fixed costs (i.e. advertising development) over a larger number of units (i.e. coverage) leading to an overall lower per unit cost. Imagine the cost savings that could have been realized by Unilever if they had simply used the brand name Radion in Austria as well as Germany. Overall marketing strategy costs would have been reduced by standardizing both the product and advertising for use in both markets, rather than incurring the costs of producing two separate products and promotional campaigns. While managers realize all aspects of global marketing strategy cannot be standardized, each component of the strategy that is standardized produces increased cost savings.

Standardization, as discussed through the international product life cycle (IPLC), may enable marketing managers to conceptualize better the dynamic nature of technology-based products in the new global environment. The IPLC concept describes the movement of production facilities throughout the life of a product. While still controversial in terms of predicting direct investment, the IPLC provides a perspective through which the transition from a local, to a regional, to a standard marketing strategy can be better understood. Summarized, the IPLC indicates that initially a product is innovative (i.e. considered on the cutting edge of technology within

competitive advantage and to create customer value by maintaining focus on its key customer group. Due to the changing market environment, it is necessary to adjust the marketing strategy accordingly. Customers choose those suppliers which offer the best value. If a company does not have a competitive advantage it will lose market share or have to cut prices to retain the market share. Strategic market planning is concerned with adapting the organisation to a changing environment. Organisations succeed when they meet the need of customers more effectively than competitors

The actual marketing strategy can be formulated in different ways, but usually it includes the following dimensions:

* the product or service market where the company compete;

* the level of investment to maintain or grow the business;

* the product line, positioning, pricing and distribution strategies needed to compete in selected markets;

* assets or skills to provide a sustainable competitive advantage.

In the long run, success depends on creating core competencies in the areas where the company operates.

Economic and technological developments are driving the world towards a global marketplace. With current economic changes making international trade more accessible and increased technology making communication more possible, the issue of effectively implementing international marketing strategy is becoming increasingly important. Given the need to implement more effective marketing strategies, a better understanding of the globalization process is needed.

The dynamic nature of the global economy has prompted marketing managers to consider a number of factors when implementing global marketing strategy. Two factors are critical: brand-image consistency and economies of scale.

Economies of scale develop from the increased, unrestricted market size available to the firm. Increased market size means increased production, which enables a firm to achieve sizeable cost savings through economies of scale. Economies of scale allow organizations to capitalize on their cost savings either through a low-cost strategy, or by maintaining a market price strategy, which permits them to reap significantly higher margins than their competitors. From a marketing standpoint, utilizing the same campaign over multiple markets, organizations are able to spread fixed costs (i.e. advertising development) over a larger number of units (i.e. coverage) leading to an overall lower per unit cost. Imagine the cost savings that could have been realized by Unilever if they had simply used the brand name Radion in Austria as well as Germany. Overall marketing strategy costs would have been reduced by standardizing both the product and advertising for use in both markets, rather than incurring the costs of producing two separate products and promotional campaigns. While managers realize all aspects of global marketing strategy cannot be standardized, each component of the strategy that is standardized produces increased cost savings.

Standardization, as discussed through the international product life cycle (IPLC), may enable marketing managers to conceptualize better the dynamic nature of technology-based products in the new global environment. The IPLC concept describes the movement of production facilities throughout the life of a product. While still controversial in terms of predicting direct investment, the IPLC provides a perspective through which the transition from a local, to a regional, to a standard marketing strategy can be better understood. Summarized, the IPLC indicates that initially a product is innovative (i.e. considered on the cutting edge of technology within

anges making international trade more accessible and increased technology making communication more possible, the issue of effectively implementing international marketing strategy is becoming increasingly important. Given the need to implement more effective marketing strategies, a better understanding of the globalization process is needed.

The dynamic nature of the global economy has prompted marketing managers to consider a number of factors when implementing global marketing strategy. Two factors are critical: brand-image consistency and economies of scale.

Economies of scale develop from the increased, unrestricted market size available to the firm. Increased market size means increased production, which enables a firm to achieve sizeable cost savings through economies of scale. Economies of scale allow organizations to capitalize on their cost savings either through a low-cost strategy, or by maintaining a market price strategy, which permits them to reap significantly higher margins than their competitors. From a marketing standpoint, utilizing the same campaign over multiple markets, organizations are able to spread fixed costs (i.e. advertising development) over a larger number of units (i.e. coverage) leading to an overall lower per unit cost. Imagine the cost savings that could have been realized by Unilever if they had simply used the brand name Radion in Austria as well as Germany. Overall marketing strategy costs would have been reduced by standardizing both the product and advertising for use in both markets, rather than incurring the costs of producing two separate products and promotional campaigns. While managers realize all aspects of global marketing strategy cannot be standardized, each component of the strategy that is standardized produces increased cost savings.

Standardization, as discussed through the international product life cycle (IPLC), may enable marketing managers to conceptualize better the dynamic nature of technology-based products in the new global environment. The IPLC concept describes the movement of production facilities throughout the life of a product. While still controversial in terms of predicting direct investment, the IPLC provides a perspective through which the transition from a local, to a regional, to a standard marketing strategy can be better understood. Summarized, the IPLC indicates that initially a product is innovative (i.e. considered on the cutting edge of technology within

ng to an overall lower per unit cost. Imagine the cost savings that could have been realized by Unilever if they had simply used the brand name Radion in Austria as well as Germany. Overall marketing strategy costs would have been reduced by standardizing both the product and advertising for use in both markets, rather than incurring the costs of producing two separate products and promotional campaigns. While managers realize all aspects of global marketing strategy cannot be standardized, each component of the strategy that is standardized produces increased cost savings.

Standardization, as discussed through the international product life cycle (IPLC), may enable marketing managers to conceptualize better the dynamic nature of technology-based products in the new global environment. The IPLC concept describes the movement of production facilities throughout the life of a product. While still controversial in terms of predicting direct investment, the IPLC provides a perspective through which the transition from a local, to a regional, to a standard marketing strategy can be better understood. Summarized, the IPLC indicates that initially a product is innovative (i.e. considered on the cutting edge of technology within its respective product category) and highly attribute adaptable (i.e., many product modifications are made) during its initial period of introduction, usually occurring in high-income countries. As the product moves throughout the IPLC it becomes more standardized (i.e. less novel in relation to other products). During this transition process production moves from higher to lower cost producing countries. Thus, on introduction, products are more novel and price inelastic and throughout their life cycle they become relatively obsolete, standardized and more price elastic.