Customization refers in the context of
international marketing
Global marketing is defined as “marketing on a worldwide scale reconciling or taking global operational differences, similarities and opportunities in order to reach global objectives".
Global marketing is also a field of study in general busin ...
to a country-tailored
product strategy
Product strategy defines the high-level plan for developing and marketing a product, how the product supports the business strategy and goals, and is brought to life through product roadmaps. A product strategy describes a vision of the future wi ...
which focuses on cross-border differences in the needs and wants of target customers, appropriately changing products in order for them to match local market conditions.
[web url=http://www.m5zn.com/newuploads/2013/02/27/pdf/m5zn_7061d76ab91e9d5.pdf, title=Global Marketing Management(5th Edition), website=m5zn.com, accessdate=18 May 2019] Therein, customization follows a market-driven orientation (as opposed to a product-driven orientation) and aims at increasing
customer satisfaction
Customer satisfaction (often abbreviated as CSAT) is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of ...
by adapting the company's products to local needs.
CUSTOMERization means identifying and serving what you perceive as your optimal customers. CUSTOMERization - Targeting Optimal Customers, R Craig Palubiak
References
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Sources
* Kotabe, M./Helsen, K. (2007): ''Global Marketing Management'', 4th ed., New York: Wiley International Edition.
* Palubiak, R Craig, 1998, CUSTOMERization : Targeting Optimal Customers, Business Person's Handbook
* emmanuel zvavamwe ,w .1999 /intersection of market customisation
Business terms