Chapter 16-1
Chapter 16-1
Chapter 16-1
Chapter 16-2
International Marketing and Business
Strategies
Differentiation
Focus
Strategy
Chapter 16-3
The Marketing Mix
Marketing Mix
How to develop the firm’s product(s)
Chapter 16-5
Standardization versus Customization
Ethnocentric Approach
Polycentric Approach
Geocentric Approach
Chapter 16-6
Standardization versus Customization
(Cont.)
Chapter 16-7
Standardization versus Customization
(Cont.)
Chapter 16-8
Product Policy
Tangible
Product Features
(“P”) Intangible
Features
Chapter 16-9
Standardized Products or Customized
Products?
Customized
Standardized
within
Across
Individual
Markets
Markets
Chapter 16-10
Legal Forces
Labeling Requirements
Health Standards
Product Design
Technical Standards
Chapter 16-11
Cultural Influences
Language
Packaging
Food Ingredients
Quality Consciousness
Environmental Consciousness
Local Morals and Sensibilities
Chapter 16-12
Economic Factors
Level of
Quality of
Economic
Infrastructure
Development
Product
Desired
Attributes
Chapter 16-13
Brand Names
Packaging Costs
Design Costs
Standardize
Brand Name
Advertising Production Costs
Ads Spillovers
Chapter 16-14
Pricing Issues
Transportation Distribution
and Tariffs Practices
Varying Costs
Exchange-Rate
of Doing
Fluctuations
Business
Pricing
Policies
Chapter 16-15
Pricing Policies
Chapter 16-16
Market Pricing
Chapter 16-17
Market Pricing (Cont.)
Conditions
Demand and/or Cost Conditions
Arbitrage
Advantages
Setting prices
Allocating firm’s resources
Disadvantages
Damage to Brand Names
Gray Market Development
Consumer Resentment
Chapter 16-18
Promotion Issues and Decisions
Advertising
Personal Selling
Promotion
Mix
Sales Promotion
Public Relations
Chapter 16-19
Advertising
Decision Factors
Message
Medium
Chapter 16-20
Personal Selling
Industrial Products
Consumer Products
Chapter 16-21
Personal Selling (Cont.)
Advantages
Knowledge of Local Markets
Close Contact with Customers
Access to Valuable Market Information
Disadvantages
Compensating Sales Representatives
Making Contacts After the Sale
Expenses of Regional Sales Offices
Chapter 16-22
Sales Promotion
Retailers
Wholesalers
Consumers
Chapter 16-23
Public Relations
Chapter 16-24
Distribution Issues and Decisions
Physical transportation
Selection of means to merchandise goods
Chapter 16-25
International Distribution
Chapter 16-26
International Distribution (Cont.)
Chapter 16-28