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 wit ...
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 c ...
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