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An overview of international marketing, focusing on the controllable elements (product, price, place, and promotion) and uncontrollable environmental factors (competition, politics, consumer behavior, laws, technology, geography, and infrastructure) that impact business activities in multiple nations. The document also discusses the importance of adapting or standardizing the marketing mix to environmental differences and the influence of seven environmental factors on international marketing orientations.
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Environmental
uncontrollables
country market A
Environmental
uncontrollables
country
market B
Environmental
uncontrollable
s
country
market C
Promotion
Place or
Distribution
Infrastructure
Foreign Environment
(Uncontrollables)
Distribution
Legal
Domestic environment
(Uncontrollables)
(Controllables)
2 .Technology
Culture
Legal
Culture
Target
Market
Environmental Adaptation Needed
Adaptation
(of Marketing Mix)
Standardization
(of Marketing Mix)
Continuum