TAILIEUCHUNG - Ebook Global marketing: Part 2
(BQ) Part 2 book “Global marketing” has contents: Export modes, intermediate entry modes, hierarchical modes, international sourcing decisions and the role of the sub-supplier, product decisions, distribution decisions, communication decisions, pricing decisions and terms of doing business, and other contents. | 10/12/07 Part 4 10:57 AM Page 326 THE GLOBAL MARKETING MIX 10 Brand and Product Decisions in Global Marketing “T hin is in.” That is the verdict from consumers in all parts of the world who have made widescreen, flat-panel TV sets one of the hottest new consumer electronics products in years. The new digital sets represent a major improvement over the analog cathode-ray tube (CRT) technology that was an integral part of TV design for more than 50 years. Today’s TVs incorporate innovative technologies such as liquid-crystal display (LCD) screens that previously were offered with personal computers. Television manufacturers are now offering a variety of screen technology options, including LCD, plasma, Digital Light Processing (DLP), and others. No matter which type of set they buy, consumers agree on one point: These TV sets are sleek, sexy, and cool. They also offer vastly improved performance compared to conventional TVs. Viewers are enthralled by the sharper, brighter image quality and multichannel sound of high-definition TV broadcasts; they also enjoy watching wide-screen DVD movies at home. In short, the consumer electronics industry has produced a muchneeded new hit product. The success of Samsung, Sharp, and other marketers of flat-panel HDTVs highlights the fact that products—and the brands associated with them—are arguably the most crucial element of a company’s marketing program; they are integral to the company’s value proposition. In Part III, we surveyed several topics that directly impact product strategy as a company approaches global markets. Input from a company’s MIS and market research studies guides the product development process. The market must be segmented, one or more target markets selected, and a strong positioning established. Global marketers must also make decisions about exporting and sourcing; other market entry strategies, such as licensing and strategic alliances, may be considered as well. As .
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