how does the international marketing mix differs from a domestic marketing mix?

Question

Specifically as an international marketing manager how it differs.

Answer 1

HEB is a great example of changing their marketing mix to their environment.

HEB is popular with Mexican Americans. They carry lots of veggies that Americans have never seen. They have two aisles that are nothing but mexican foods with labels in Spanish. They carry Spanish soda (while Americans prefer Coke or DP, the Mexicans like pineapple or strawberry, and they like it in a glass bottle). I, as a gently-raised American, don't even want to talk about the meat & seafood.

They've changed their marketing mix to attract the Mexicans in the area. This is very similar to what a domestic company would have to do to survive in a foreign market.

TX Mom