After reading this chapter, you should be able to: understand why at times there are differences between marketing domestically
and marketing internationally explain why international marketing managers may wish to standardize
the marketing mix regionally or worldwide comprehend why it is often impossible to standardize the marketing
mix worldwide appreciate the importance of distinguishing among the total product,
the physical product, and the brand name explain why consumer products generally require greater modification
for international sales than industrial products or services understand how the environmental forces affect the marketing mix discuss the product strategies that can be formed from three product
alternatives and three kinds of promotional messages explain "glocal" advertising strategies understand some of the effects the Internet may have in international
marketing discuss the distribution strategies of international marketers describe the channel selection process of international marketers | 
2002 McGraw-Hill Higher Education