Resources

Even if your company already has a domestic marketing plan in place, it is essential to develop an international marketing plan to help reach target markets abroad and ensure that your products or services are relatable to your audience. 

Traditional marketing emphasizes the Four Ps: Product, Price, Place, and Promotion. When marketing internationally, there are three more variables on which to focus, leading to the Seven P's of International Marketing:

• Product: the packaging design, branding, trademarks, warranties, guarantees, and life cycles of a product or service
• Price: setting profitable and justifiable prices
• Place: the physical distribution of goods
• Promotion: personal selling, advertising, and sales promotion
• Portability: how easily a product or service travels
• Politics: regulations, logistics, or local practices that may impact or prevent sales in a foreign market
• People: the amount of disposable income and interest in your product or service