Ebook International marketing (4/E): Part 2
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Ebook International marketing (4/E): Part 2
ChapterJLOProduct strategiesBasic decisions and product planningBecause 0Í the level of reliability and confidence consumers have in a certain LbrandJ Ebook International marketing (4/E): Part 2J name, they would expect more within reason.Allen Vangelos, vice president, Markeling/Cuslomer Relations,Castle & Cooke's Fresh Foods DivisionCHAPTER OUTLINEWhat IS a product?New product developmentMarket segmentationProduct adoptionTheory 0Í international product life cycle (IPLC)nStages and chara Ebook International marketing (4/E): Part 2cteristicsuValidity of the IPLCnMarketing strategicsProduct standardization vs. product adaptationuArguments for standardizationnArguments for adaptatEbook International marketing (4/E): Part 2
ionA move toward world product: international or national product?Marketing of servicesnImportance of servicesnTypes of servicesuThe economic and legaChapterJLOProduct strategiesBasic decisions and product planningBecause 0Í the level of reliability and confidence consumers have in a certain LbrandJ Ebook International marketing (4/E): Part 2PURPOSE OF CHAPTERJust because a product is successful in one country, there is no guarantee that it will be successful in other markets. A marketer must always determine local needs and tastes and take them into account (see Cultural Dimension 10.1. p. 274). Some products have universal appeal, and Ebook International marketing (4/E): Part 2 little or no change is necessary when these products are placed in various markets. But for every so-called universal product there are many others,Ebook International marketing (4/E): Part 2
as mentioned above, that have a narrower appeal. For products in this category, modification is necessary in order to achieve acceptance in the marketChapterJLOProduct strategiesBasic decisions and product planningBecause 0Í the level of reliability and confidence consumers have in a certain LbrandJ Ebook International marketing (4/E): Part 2f the consumer rather than try to adjust consumers' needs to fit product characteristics. An awareness of application of this marketing concept in an international setting would provide definite advantages to an international merchant. Although the principle has been universally accepted in domestic Ebook International marketing (4/E): Part 2 marketing, it has often been ignored in international marketing.I he purpose of this chapter is to study product in an international context. I he diEbook International marketing (4/E): Part 2
scussion focuses on the meaning of product and the necessities of market segmentation and product positioning. Other topics include product developmenChapterJLOProduct strategiesBasic decisions and product planningBecause 0Í the level of reliability and confidence consumers have in a certain LbrandJ Ebook International marketing (4/E): Part 2f international product life cycle and that theory's marketing applications.MARKETING ILLUSTRATION EAST IS EAST AND WEST IS WESTAppealing to 1.1 billion Muslims, LG Electronics has introduced a mobile phone that includes an electronic compass. Muslims pray five times a day facing Mecca. I he phone, Ebook International marketing (4/E): Part 2equipped with location tracking software, is able to point toward Mecca.Hillary Rodham Clinton's autobiography, living History, is a bestseller in ChiEbook International marketing (4/E): Part 2
na. It sold more than 200,000 copies in just over one month, making it the most popular foreign political memoir in Chinese history. Although China's ChapterJLOProduct strategiesBasic decisions and product planningBecause 0Í the level of reliability and confidence consumers have in a certain LbrandJ Ebook International marketing (4/E): Part 2jing in 1995, the officially licensed Chinese edition of the book merely identified Wu as a person who was "prosecuted for espionage and detained awaiting trial." In addition, Clinton's criticisms of Communist Party social controls and human rights politics were either shortened or selectively excer Ebook International marketing (4/E): Part 2pted. The Chinese publisher admitted that it made changes in the text but that these minor and technical changes did not affect the integrity of theboEbook International marketing (4/E): Part 2
ok. When informed of the changes, Clinton expressed outrage.At one time, the Atlanta headquarters of Coca-Cola dictated advertising, packaging, and prChapterJLOProduct strategiesBasic decisions and product planningBecause 0Í the level of reliability and confidence consumers have in a certain LbrandJ Ebook International marketing (4/E): Part 2on offers a pear flavored drink, while the German division markets a berry-flavored Fanta. Due to legal requirements, the products' ingredients may have to be mod ified from country to country. The combinations of low-caloric sweetener used in each country varied according to both local consumer tas Ebook International marketing (4/E): Part 2tes and local regulations.ChapterJLOProduct strategiesBasic decisions and product planningBecause 0Í the level of reliability and confidence consumers have in a certain LbrandJChapterJLOProduct strategiesBasic decisions and product planningBecause 0Í the level of reliability and confidence consumers have in a certain LbrandJGọi ngay
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