Author(s): Punchaya Hiranrithikorn
The main purpose of this research was to find out the impact of global experiences on the tendency to adapt the four key components of marketing mix. International experience has a vital part to play in the capability of the organization while they enter new markets and also to maintain their position in current markets. In this research that was conducted in Thailand the researcher wanted to identify if the global level experience would impact in the alteration of the marketing mix. Through this research the four components of the marketing mix were assessed for its relationship with international experience, we collected data for this study using survey-based approach by distributing 475 questionnaires among the targeted sample. From the pool of 345 collected questionnaires, 30 questionnaires were dropped, leaving 315 valid or usable questionnaires. Thus, the response rate obtained for this research is 66%. Descriptive and inferential techniques were applied on the collected data. The PLS-SEM technique was adopted in present research to perform inferential analysis for testing the theoretical model. The above discussed research recommended that the high level of competition in the foreign markets, the more adaptation required for the marketing strategy. Moreover, an adapted marketing strategy permits the company to coordinate the features of customers of the global markets and over the local competition, eventually, attain a competitive gain. Depending on the previous research which discussed above, it might be projected that Thai exporters will keep an eye on the similar discussions that as the concentration of the competition enhances in the international markets, marketing strategy would be adapt by the exporters.