Discussion

1. What trends have given rise to the emergence of social media as an important international marketing tool?

2. Intense competition for world markets and the increasing sophistication of foreign consumers have led to a need for more sophisticated communication strategies. Social mediais a digital tool or venue that allows for social interaction

One of the most widely debated policy areas pertains to the degree of specialized advertising necessary from country to country. One view sees advertising customized for each country or region because every country is seen as posing a special problem. Executives with this viewpoint argue that the only way to achieve adequate and relevant advertising is to develop separate campaigns for each country. At the other extreme are those who suggest that advertising should be standardized for all markets of the world and overlook regional differences altogether. 

3. What are the trends and environmental factors that will drive international marketing in the future.

4. The choice of a market-entry strategy is a necessary step for a marketer when joining the community of global companies. The next step involves the challenging task of designing, implementing, and controlling marketing programs worldwide.

Successful global marketers standardize global marketing programs whenever necessary. The extent of standardization or customization is often rooted in a careful global environment scan supplemented with judgment based on experience and marketing research, based on existing trends.