This week’s Key Concept Overview looks at the nature of international
markets and assesses the extent to which products, process and distribution
networks need to be evaluated by businesses engaged in international
business. Much of the discussion in the Key Concept Overview looks at
standardisation versus adaptation.
This week begins a two-week cycle in the Collaboration exercise.
To prepare for this Key Concept Exercise: Read the required Learning Resources for Week 4. Reflect on the purpose and role of International Marketing for organisations. Consider the importance of product adaptation, pricing and distribution networks
for firms engaged in international trade. Undertake desk research.
To complete this Key Concept Exercise: By Day 3 (Saturday)
In an approximately 500-word response, address the following issues/questions: What determines whether or not a product requires adaptation for an
international market? What determines the extent or scale of this adaptation? How does a company balance the need for market requirements with its own
profit needs?
