SPECIFICITY OF RANGE OF PRODUCTS IN TERMS OF INTERNATIONALIZATION OF TRADE.

The internationalization of trade indicates the possible direction of growth and development strategy trading companies in international and global scale. This business can be done ad hoc, but is a careful design and targeting activities. In other words, it is necessary to carefully establish possible internationalization strategy based on clear and proven marketing guidelines. Thus comes to the fore marketing dimension of internationalization of trade, which is based on the expression of specific marketing mix. As the range of products the main instrument of the marketing mix, the case studies in this paper are characteristic of this instrument in terms of the internationalization of trade. The premise is that a range of products starting point for business in foreign markets, where they exhibit their specificity. Testing this hypothesis will be carried out through the analysis of strategic alternatives in the design of the product range, product quality management and the trade mark. [ABSTRACT FROM AUTHOR]