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14 Developing and Marketing Products
Copyright © 2014 Pearson Education, Inc.
Chapter Objectives
• Explain the impact globalization is having on international marketing activities
• Describe the types of things managers must consider when developing international product strategies
• Discuss the factors that influence international promotional strategies and the blending of product and promotional strategies
• Explain the elements that managers must take into account when designing international distribution strategies
• Discuss the elements that influence international pricing strategies
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Red Bull
• Identical product is sold worldwide
• Promotes brand on college campuses • Sponsors extreme sporting events
Copyright © 2014 Pearson Education, Inc. 14 - 3
Globalization and Marketing
Standardized product Adapted product and promotion and/or marketing
• Consistent image/message• Respond to locall needs
• Contain costs
Copyright © 2014 Pearson Education, Inc.
• Exploit unique image
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National Business Environments
Cultural Laws and
differences
National image
Copyright © 2014 Pearson Education, Inc.
regulations
Counterfeit goods
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