Your business may start off as a small, locally-based company serving the immediate populace. Or it could be something you aim at a global market from day one. Your initial marketing needs to reflect your position, to ensure you are targeting the most relevant customer base. You also need to adapt and update your promotional activities and materials if you move from one market to another, or you won’t be reaching the audience you need to. If you aren’t directing your marketing efforts towards the right people, you will be wasting money and energy on activities that won’t bear fruit.
