Chapter 18

Apuntes

©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education. Chapter 18 Global Marketing and R&D ©McGraw-Hill Education. LO 18-1 Explain why it might make sense to vary the attributes of a product from country to country. LO 18-2 Recognize why and how a firm’s distribution strategy might vary among countries. LO 18-3 Identify why and how advertising and promotional strategies might vary among countries. LO 18-4 Explain why and how a firm’s pricing strategy might vary among countries. Learning Objectives 1 of 2 ©McGraw-Hill Education. LO 18-5 Understand how to configure the marketing mix globally. LO 18-6 Understand the importance of international market research. LO 18-7 Describe how globalization is affecting product development. Learning Objectives 1 of 2 ©McGraw-Hill Education. Mass producing a standardized output: Allows a firm to realize substantial unit cost reductions from experience curve effects and other economies of scale However: Ignoring country differences in consumer tastes and preferences can lead to failure There is a li...