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differences in consumers, demographics, and world markets.
• Companies who have done this very well include Coca-Cola, who discovered
that the word ‘Diet’ carries a negative connotation in Latin America and changed the
name of their zero-calorie product to ‘Coke Lite’ for those countries. UPS, known in
America for their brown trucks, issued a fleet of a different color after learning that
their flagship brown trucks resembled Spanish hearses.
WHAT IS INTERNATIONAL MARKETING?
International marketing is the application of marketing principles in more than one
country, by companies overseas or across national borders. International marketing
is based on an extension of a company’s local marketing strategy, with special
attention paid to marketing identification, targeting, and decisions internationally.
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