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International marketing is defined as the performance of business activlties designed to plan, price, promote, and direct the fiow of a company's goods and services to consumer or users in morę than one nation for a profit.

Marketing principles, processes and concepts are universa!ly applicable all over the world.

... Considerations on globalization from business sphere

„...Strategies and sources are sołved at global feveł In our company,.... We produce regionalty and sell locally.    We

support ourbrand and tatce cara of local customer , preferencies... “

(Herbert Baum, exprezłdent Campbetf^rs soup)

„ _ Consideration on globalization and tegionalization point at fact that company Nestle looks for balance between the global strategy and local condffions..."

(Peter Brabech - Łematbe, Nestle}I

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Think global, act local...

*    In the 1970s the argument was framed as „standardization vs. adaptation.“

♦    In the 1980s it was „globalization vs. localization."

•    In the 1990S it was „global integratfon versus local responsibilities.“

*    In the twenty-first century, standardization versus adaptation is simply not the right question to ask. Rather, the crucial ąuestion facing international marketers is what are the most efficient ways to segment markets.

Adaptation

• Adapting the marketing features to the local requirements and consumer needs:

-    Product -Price

-    Place

-    Promotion