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The importance of international marketing increased in the last years in a context in which market saturation and competition broke out within different branches. The analysis of foreign markets became more important for enterprises, because of the increasing internationalization of the business activity. While at the beginning of the internationalization, standardization and differentiation just considered domestic markets, today market segmentation is taken on global extent because of intensified individualisation of behaviour's demand of the consumers. It can happen, that consumers of different countries due to increased mobility, assimilation of demographic structure and better communication and information technologies, show more similarities in their demand than consumers in the same country. Changes in consumer's behaviour as well as shortened product life cycles by increasing expenditures for research and development, indicate the necessity and the potential in cross-border......

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Approximate Word Count: 2368
Approximate Pages: 10 (250 words per double-spaced page)

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