Pull strategies are when a product company through the use of advertising has created a buyer demand for their product. Global factors tend to affect which method is used in which market based on the availability of mass media, the distribution system that is available, and the type of product. Standardizing advertising is the cheapest method of advertising. Companies that advertise in multiple markets must determine all aspects of their global advertising campaign. Differences in cultures, laws and languages can limit whether or not a company can standardize their advertisements or whether they need to be modified. An advertising message that is poorly translated into another language and is misinterpreted by the audience can have damaging effects on the sales of a product. .
International distribution strategies are based on two decisions: (1) how to get the product into the country and (2) how to distribute the products within a country. Managers must also consider take into consideration the amount of market exposure a product needs and the cost of distributing the product when establishing channels of distribution. Typically the lower a products value density, the more localized the distribution needs to be. When products need to be modified in order to meet the needs of a specific market the distributions systems are usually designed accordingly. A nation's distribution system is typically developed over time and reflects the unique cultural, political, and legal traditions of the nation. Each nation's distribution system has its own pros and cons In some countries, risks mostly arise from the potential for theft, property damage, and corruption. In others, a simple lack of understanding of the local market creates uncertainty and risk.
The pricing strategy that a company adopts must match its overall international strategy. There are two pricing strategies worldwide and dual pricing.