Ebook Global marketing (4/E): Part 2 - Kate Gillespie
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Ebook Global marketing (4/E): Part 2 - Kate Gillespie
Ebook Global marketing (4/E): Part 2 - Kate Gillespie
Designing Global Marketing Programs308Global Product StrategiesPRO_DU_CT,_D_EMG.NJN_A_GLP_BAL_ENVlRONMEN:rPACKAGING ANO LABELING FOR GLOBAL MARKETS GL Ebook Global marketing (4/E): Part 2 - Kate GillespieLOBAL WARRANTY AND SERVICE POLICIESMANAGING A GLOBAL PRODUCT LINEGLQ.BAL..iyLQ^GLOBAL-PRODUCT DEVELOPMENTMANAGING GLOBAL RESEARCH AND DEVELOPMENTINTRODUCING NEW PRODUCTS TO GLOBAL MARKETS309Once a Hollywood blockbuster movie could take seven montlts to arrive in some countries. 1N0W mis time is cut Ebook Global marketing (4/E): Part 2 - Kate Gillespieto 60 days or less. The Internet is one reason for this new speed. Foreign consumers are using online retailers such as AnKuon.com to buy films on DVDEbook Global marketing (4/E): Part 2 - Kate Gillespie
as soon as they are available in the Unital States. In many cases, these films have not yet opened in all national markets. Furthermore, movie fans aDesigning Global Marketing Programs308Global Product StrategiesPRO_DU_CT,_D_EMG.NJN_A_GLP_BAL_ENVlRONMEN:rPACKAGING ANO LABELING FOR GLOBAL MARKETS GL Ebook Global marketing (4/E): Part 2 - Kate Gillespiees frustrates foreign consumers.Today foreign ticket sales lor Hollywood movies account lor over two-thirds of total sales. As a result, Hollywoods had made changes in rhe development of its films. More foreign actors are included in blockbuster movies. Fewer romantic comedies are under development Ebook Global marketing (4/E): Part 2 - Kate Gillespiebecause foreign audiences don't understand American humor.-1 Similarly, in France local television producers look to international markets to break evEbook Global marketing (4/E): Part 2 - Kate Gillespie
en. Recently several French scries have been filmed in English lor markets abroad. Street signs in Paris are changed to English and rhe actors speak wDesigning Global Marketing Programs308Global Product StrategiesPRO_DU_CT,_D_EMG.NJN_A_GLP_BAL_ENVlRONMEN:rPACKAGING ANO LABELING FOR GLOBAL MARKETS GL Ebook Global marketing (4/E): Part 2 - Kate Gillespieissues pertaining to the adaptation ol products to global markets and the creation of global products. In this chapter we begin by exploring the many environmental factors that can prevent the marketing of uniform or standardized products across a multitude of markers. Subsequent sections focus on p Ebook Global marketing (4/E): Part 2 - Kate Gillespieackaging and labeling, product warranties and product-line management across countries. The chapter concludes with a discussion of global product deveEbook Global marketing (4/E): Part 2 - Kate Gillespie
lopment.Learning ObjectivesAfter studying this chapter, you should he able to:•list the advantages of product standardization and product adaptation;•Designing Global Marketing Programs308Global Product StrategiesPRO_DU_CT,_D_EMG.NJN_A_GLP_BAL_ENVlRONMEN:rPACKAGING ANO LABELING FOR GLOBAL MARKETS GL Ebook Global marketing (4/E): Part 2 - Kate Gillespiem standards;•explain why product lines can vary from country to country;•define modularity and explain its impact on global product development;•compare and contrast the product development rules played by a multinational corporation’sheadquarters and rhe roles played by its subsidiaries;° explain t Ebook Global marketing (4/E): Part 2 - Kate Gillespiehe importance of lead markers and note their importance to product development;’ describe how companies may access new products or technologies by licEbook Global marketing (4/E): Part 2 - Kate Gillespie
ensing or by importing products from other linns;•discuss rhe use of acquisitions and alliances for rhe purpose of product development;0 explain rhe pDesigning Global Marketing Programs308Global Product StrategiesPRO_DU_CT,_D_EMG.NJN_A_GLP_BAL_ENVlRONMEN:rPACKAGING ANO LABELING FOR GLOBAL MARKETS GL Ebook Global marketing (4/E): Part 2 - Kate Gillespieign in a Global EnvironmentOne of rhe principal questions in global marketing is whether a firm's products cm be sold in their present310form or whether they need to be adapted to foreign marker requirements. 1 ne oenents or adaptation are compared with those of standardization in Table |0.1. Standa Ebook Global marketing (4/E): Part 2 - Kate Gillespierdizing products across markers has certain advantages. Standardization GUI help firms realize economies of sGile and increases speed to marker. In soEbook Global marketing (4/E): Part 2 - Kate Gillespie
me cases standardization even serves to better satisfy global customers. Adapting products, on the other hand. Gin better address buyer needs and may Designing Global Marketing Programs308Global Product StrategiesPRO_DU_CT,_D_EMG.NJN_A_GLP_BAL_ENVlRONMEN:rPACKAGING ANO LABELING FOR GLOBAL MARKETS GL Ebook Global marketing (4/E): Part 2 - Kate Gillespieny countries, economies of scale in manufacturing may be realized. Economies of scale vary by industry, bur to rhe extent they exist they allow products to be produced more cheaply. As a result, a firm can sell their product at a cheaper price, likely increasing its share of the market. Alternativel Ebook Global marketing (4/E): Part 2 - Kate Gillespiey, a firm GUI keep the price the same but realize a greater profit margin, which in turn GUI support higher investment in promotion or research and deEbook Global marketing (4/E): Part 2 - Kate Gillespie
velopment (R&D).If a product requires high development costs bur lias a short product life cyde, as is rhe case for many high-tech products, it may neDesigning Global Marketing Programs308Global Product StrategiesPRO_DU_CT,_D_EMG.NJN_A_GLP_BAL_ENVlRONMEN:rPACKAGING ANO LABELING FOR GLOBAL MARKETS GL Ebook Global marketing (4/E): Part 2 - Kate Gillespiecomes obsolete. Adapting such a product to different national markets may simply take too long.Tabic 10.1 Benefits of Production Standardization anil of Product Adaptation Ebook Global marketing (4/E): Part 2 - Kate GillespieDesigning Global Marketing Programs308Global Product StrategiesPRO_DU_CT,_D_EMG.NJN_A_GLP_BAL_ENVlRONMEN:rPACKAGING ANO LABELING FOR GLOBAL MARKETS GLGọi ngay
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