Apple's International Marketing Plan
Export Marketing should be used in order to gain entry into the Singaporean market. Using the same strategies and marketing mix that were used in the United States and Europe will not allow Apple to gain any advantage in this market, much like what happened in Japan when the iPhone was introduced. Export marketing is defined as “using the product as a starting point and modifying it as needed to meet the preferences of the international target markets.” When Apple introduced the iPhone in Japan, it used most of the same strategies it used when introducing the product in the US: showing it off as being innovative and something new, and just plain better than everything else available in
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