The development of Romania’s foreign trade after the 1990s was determined by implementing international marketing. Foreign companies used a lot of international marketing strategies to enter the Romanian market, from indirect exports to the most complex entry strategies, such as opening production capacities in Romania. Although Romanian exporting companies have significantly increased the volume of activity, they use international marketing strategies based on relatively low investments, using local intermediaries. They provide limited control over the foreign market and limit profitability. The international marketing mix applied to the Romanian market is hugely different regarding the degree of standardization or adaptation to local specific needs.