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INTERNATIONAL BUSINESS

This chapter explores the impact of globalization on international marketing activities and discusses the considerations for developing international product strategies, promotional strategies, distribution strategies, and pricing strategies.

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INTERNATIONAL BUSINESS

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  1. INTERNATIONAL BUSINESS

  2. INTERNATIONAL BUSINESS CHAPTER XIV DEVELOPING AND MARKETING PRODUCTS

  3. Learning Objectives • Explain the impact globalization is having on international marketing activities. • Describe the types of things that 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 strstegies • Discuss the elements that influence international pricing strategies.

  4. GLOBALIZATION AND MARKETING • Standardization Versus Adaptation

  5. DEVELOPING PRODUCT STRATEGIES • Laws and regulations • Cultural Differences • Brand and product Names • National Image • Counterfeit Goods and Black Markets • Shortened Product Life Cycles

  6. CREATING PROMOTIONAL STRATEGIES • Push and Pull Strategies • International Advertising • Blending Product and promotional strategies

  7. DESIGNING DISTRIBUTION STRATEGIES • Designing Distribution Channels • Influence of Product Characteristics • Special Distribution Problems

  8. DEVELOPING PRICING STRATEGIES • Worldwide Pricing • Dual Pricing • Factors That Affect pricing Decisions

  9. A FINAL WORD

  10. THE END

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