Pricing & Payment Options are Key to Int'l Success (765 words)
European markets are indeed fragmented, but they are also rich in opportunities if you are willing to invest a little time to find out exactly what your customers want. This may seem a daunting task with so many cultural variations to investigate.
Depending on the country and product in question, a higher price may work better than a lower price, or a payment option uncommon in the United States may achieve a greater response overseas. Become aware of the prices and payment methods offered by successful catalogs local to your target market, and emulate them when possible. Take the time to consult with other companies that have experienced success internationally. Talk with international payment companies that specialize in knowing your target markets.