The basics of international marketing and the marketing mix : an honors thesis (HONRS 499)

Abstract

Globalization is a necessity for any major corporation wishing to succeed in today's global business world. The world is quickly becoming a single market, and it is important to realize what makes a company successful in the fierce world of international business. The way in which a company decides to market itself in a foreign market can make or break the success of its presence there. The four parts of the marketing mix are product, price, promotion, and place. McDonalds has been used to illustrate ways those components can be manipulated and adapted for international success. A brief discussion is then given to the process of introducing crepes on the menu in France using the marketing mix.