It should be apparent by now that companies and organizations planning to compete effectively in world markets need a clear and well-focused international marketing plan that is based on a thorough understanding of the markets in which the company is introducing its products. The challenge, then, of international marketing is to ensure that any international strategy has the discipline of thorough research, and an understanding and accurate evaluation of what is required to achieve the competitive advantage. As such, the decision sequence in international marketing (see Figure 6.1) is much larger than that of domestic markets. As noted in the next Integrated Marketing box, it is also more complicated. See below.
Figure 6.1 The decision sequence in international marketing