Successful Product Adaption NAME Strayer University MKT320: International Marketing Professor Michael Tustin

World economies are becoming more global; therefore, non-tariff and tariff barriers are becoming less relevant in most economies. International marketers have been attracted to the similarities and openness of global markets and are pursuing opportunities aggressively. Although distance is no longer a perceived problem, an international marketer has to consider factors such as culture and economic conditions as they play a pivotal role in the adaptation of products and their offerings. International marketers that are focused on products have to consider a great deal of things before entering or selling products abroad. For example, government regulations, customer preferences and expectations are variable and influential as products are introduced into the global marketplace. Other factors that a marketer must take into consideration are: product readiness for the international market entry; brand name, packaging, and appearance (Czinkota and Ronkainen, 2010). International marketers will have to pay close attention to these as they may call for adaptation.
A firm’s successful venture of introduction a product internationally, depends on how good its product and its offerings are and how well the firm is able to differentiate the product from the offerings of other competitors (Czinkota and Ronkainen, 2010). This is what gives a company a competitive edge in the global market. How well the product is differentiated, its positioning features and the activities surrounding the product’s offerings will keep a firm competitive. The basic elements of a product include: • Core Product (core benefits or services) • Tangible product (packaging, quality, aesthetics, brand name) • Intangible product (positioning, country of