TAILIEUCHUNG - Lecture International Business (11/e) - Chapter 18

After studying this chapter you will be able to understand: What the difference is between contractionary and expansionary fiscal policy? How fiscal policy can counteract short-run fluctuations? What challenges are associated with fiscal policies?. | Marketing Internationally McGraw-Hill/Irwin International Business, 11/e Copyright © 2008 The McGraw-Hill Companies, Inc. All rights reserved. chapter eighteen Learning Objectives Explain why there are differences between domestic and international marketing Explain why international marketing managers may wish to standardize the marketing mix regionally or worldwide Explain why standardizing the marketing mix globally is often impossible Discuss the importance of distinguishing among the total product, the physical product, and the brand name 18- Learning Objectives Explain why consumer products generally require greater modification for international sales than do industrial products or services Discuss the product strategies that can be formed from three product alternatives and three kinds of promotional messages Explain “glocal” advertising strategies Discuss some of the effects the Internet may have on international marketing Discuss the distribution strategies of international marketers 18- International Marketing Develop marketing strategies by assessing the firm’s potential foreign markets and analyzing the many alternative marketing mixes Must plan and control a variety of marketing strategies Rather than a single unified and standardized one Coordinate and integrate those strategies into a single marketing program 18- Standardize, Adapt, or Formulate Anew? Management would prefer global standardization of the marketing mix Significant cost savings Longer production runs Standardized advertising, promotional materials, and sales training Standardized corporate image Standardized pricing strategies Easier control and coordination Reduction of preparation time Often not possible 18- Product Strategies Product is central to marketing mix Total product includes Physical product Brand name Accessories After-sales service Warranty Instructions for use Company image Package 18- Total Product 18- Types of Products Industrial Products Many

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