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Chapter "global product policy decisions". What you should learn from chapter 10: The importance of time zones for trade relationships and marketing operations, the political and economic changes affecting global marketing, the connection between the economic level of a country and the marketing task, the variety of stages of economic development among American nations,. | Global Product Policy Decisions I: Developing New Products for Global Markets Chapter 10 PowerPoint Chapter Overview 1. Standardization Versus Customization 2. Multinational Diffusion 3. Developing New Products for Global Markets 4. Truly Global Product Development 5. Appendix: Using Conjoint Analysis for Concept Testing in Global New Product Development Chapter 10 Copyright © 2017 John Wiley & Sons, Inc. Introduction A cornerstone of a global marketing mix program is the set of product policy decisions that multinational companies (MNCs) constantly need to formulate. The range of product policy questions may include: What new products should be developed for what markets? What products should be added, removed, or modified for the product line in each of the countries in which the company operates? What brand names should be used? How should the product be packaged and serviced? Chapter 10 Copyright © 2017 John Wiley & Sons, Inc. Introduction Examples of improper product policy decisions in global marketing: Ikea in the United States Procter & Gamble in Australia U.S. Car Makers in Japan Chapter 10 Copyright © 2017 John Wiley & Sons, Inc. 1. Standardization versus Customization Five forces favoring a globalized product strategy: 1. Common customer needs 2. Global customers 3. Scale economies 4. Time to market 5. Regional market agreements Chapter 10 Copyright © 2017 John Wiley & Sons, Inc. 1. Standardization versus Customization Five forces pushing product adaption: Consumer preferences Cultural differences Strong local competition Managerial motivation Environmental conditions Modular Product Design Strategies Allows firms to modify product while keeping benefits of a uniform product policy Core product design strategy Chapter 10 Copyright © 2017 John Wiley & Sons, Inc. 1. Standardization versus Customization Back of the Envelope Calculations–Break-Even Analysis (IBEA) Determines what the extra sales should be to . | Global Product Policy Decisions I: Developing New Products for Global Markets Chapter 10 PowerPoint Chapter Overview 1. Standardization Versus Customization 2. Multinational Diffusion 3. Developing New Products for Global Markets 4. Truly Global Product Development 5. Appendix: Using Conjoint Analysis for Concept Testing in Global New Product Development Chapter 10 Copyright © 2017 John Wiley & Sons, Inc. Introduction A cornerstone of a global marketing mix program is the set of product policy decisions that multinational companies (MNCs) constantly need to formulate. The range of product policy questions may include: What new products should be developed for what markets? What products should be added, removed, or modified for the product line in each of the countries in which the company operates? What brand names should be used? How should the product be packaged and serviced? Chapter 10 Copyright © 2017 John Wiley & Sons, Inc. Introduction Examples of improper
