Xem mẫu
Chapter 10
Product Strategies: Basic Decisions & Product Planning
Chapter Outline
What Is a Product?
New Product Development Market Segmentation Product Adoption
Chapter Outline
Theory of International Product Life Cycle Stages and Characteristics
Validity of the IPLC Marketing Strategies
Product Standardization vs. Product Adaptation
Arguments
Arguments
for Standardization
for Adaptation
Chapter Outline
A Move Toward World Product: International or National Product?
Marketing of Services Importance of Services Types of Services
The Economic and Legal Environment Marketing Mix and Adaptation
Market Entry Strategies
Product
a bundle of utilities or satisfaction Bundling vs. unbundling
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