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Library assignment:

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International Marketing Approach

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  1. Research and describe the four primary organizational structures/models used by international businesses:
    • global product
    • area
    • functional
    • customer
  2. For each structure/model, select a company that uses one of the structures/models, and discuss the reasons why the company selected that approach based on the product or service that they market (e.g., commodity versus luxury).
  3. Use the Library, Internet, and any other available resources to conduct research to complete this assignment.

Make certain your work conforms to the requirements of the APA format. Be sure to reference all sources using APA style. For more information on APA, please visit the APASTYLE Lab.

Deliverable Length:  5-7 pages


  • Objectives:
    • Argue the marketing functions of product, pricing, distribution, and marketing communication in an international scope
    • Develop e-marketing strategies such as segmenting, targeting, positioning, and differentiation; also appraise the rules, regulations, and culture of consumers across international borders

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