Welcome to Dr. Siegel's International Business Web Site
GBU 201-001 • CRN 20319 • T,R 1230 to 1345 • Combs 213
Copyright ©2005 C.Siegel
MKT309 • MKT401 • GBU201
Welcome to Dr. Siegel's International Business Web
Site
GBU
201-001
• CRN 20319
• T,R 1230 to 1345
• Combs 213
Copyright
©2005 C.Siegel
MKT309
• MKT401
• GBU201
Ch
14 Developing and Marketing Products
Opening case - Red Bull
Globalization
and marketing
Theodore Levitt - powerful forces driving toward converging commonalities
Standardization (homogeneous markets) - Do mass markets really exist?
Adaptation - localization, glocalization (heterogeneous)
What is marketing? Importance of benefits
Marketing segmentation - targeting - positioning
Developing
product strategies
Product attributes
Laws and regulations
Cultural differences
Brand and product names
Image - country of origin
Counterfeit goods
Black markets
Grey markets
Shortened PLC
New product development
Creating
promotional strategies
Barriers to international communication
Push and pull, mixed strategies
Advertising
Blending product and promotion strategies
Distribution
strategies
Designing distribution channels
Influence of product characteristics on a channel
Special distribution problems
Developing
pricing strategies
Worldwide pricing
Dual pricing
Factors affecting pricing
Dumping
Price discrimination
Strategic pricing
Regulatory influences on price