Marketing mix
Promotion
- communication is culture-dependent
- need enough cultural insight to be sure that what your representative is doing is consistent with your brand core values.
Pricing - currency, cross-border trade
Place - fit between local representation and target customers
Product - mandatory & voluntary tailoring to needs of local customers
People
- be part of the promotional mix via customer visits and sales accompaniments
- acquire people with relevant language skills and cultural insight
- train and motivate local representatives