The present situation in which organizations find themselves is driven by technology and trade agreements that provide companies access to multiple environments. Because of this evolution, the marketing discipline has been forced to evolve and adapt. Companies still need to apply general marketing planning tools and techniques to be successful in their chosen markets, but different approaches are available.

Consider the variables in international markets that might affect the success, both positively and negatively, of the product you have chosen to analyze for this course. To what extent would you expect the product to require different marketing approaches in different markets? What approach (if any) might enable the same basic marketing approach to work globally?

Is there a difference between global marketing and international marketing?