Friday, February 18, 2011

Domestic Marketing

Geographically speaking, marketing has two dimensions – domestic marketing and international marketing.

Domestic marketing involves the company manipulating a series of controllable variables such as price, advertising, distribution and the product, in a largely uncontrollable external environment that is made up of different economic structures, competitors, cultural values and legal infrastructure, within specific political or geographic country boundaries.

Domestic marketing is constrained by both controllable as well as uncontrollable factors, the former comprising price, product and promotion and the latter including economic.

Domestic marketing is targeted exclusively on the home country market. A company in domestic marketing may be doing this consciously as a strategic or unconsciously in order to avoid the challenge of managing how to market outside the home country.

Fewer and fewer companies practice domestic marketing.
Domestic Marketing

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