Global Marketing and R&D
Global Marketing and R & D
Chapter Outline
OPENING CASE: Dove – Building a Global Brand
INTRODUCTION
THE GLOBALIZATION OF MARKETS AND BRANDS
MARKET SEGMENTATION
Management Focus: Marketing to Black Brazil
PRODUCT ATTRIBUTES
Cultural Differences Economic Development Product and Technical Standards
DISTRIBUTION STRATEGY
Differences between Countries Choosing a Distribution Strategy
COMMUNICATION STRATEGY
Barriers to International Communication Management Focus: Overcoming Cultural Barriers to Selling Tampons Push Versus Pull Strategies Management Focus: Unilever—Selling to India’s Poor Global Advertising PRICING STRATEGY
Price Discrimination Strategic Pricing Regulatory Influences on Prices
CONFIGURING THE MARKETING MIX
Management Focus: Castor Oil in Vietnam
NEW PRODUCT DEVELOPMENT
The Location of R&D Integrating R&D, Marketing, and Production Cross-Functional Teams Building Global R&D Capabilities
SUMMARY
CRITICAL THINKING AND DISCUSSION QUESTIONS
CLOSING CASE: Levi Strauss Goes Local
Learning Objectives
1. Explain why it might make sense to vary the attributes of a product from country to country.
2. Articulate why and how a firm 's distribution system might vary among countries.
3. Identify why and how advertising and promotional strategies might vary among countries.
4. Explain why and how a firm 's pricing strategy might vary among countries.
5. Discuss how the globalization of the world economy is affecting new-product development within the international business firm
Chapter Summary
This chapter focuses on the marketing and R&D activities of global firms. The chapter begins with a review of the four elements that constitute a firm 's marketing mix: product attributes, distribution strategy, communication strategy, and
Chapter Outline
OPENING CASE: Dove – Building a Global Brand
INTRODUCTION
THE GLOBALIZATION OF MARKETS AND BRANDS
MARKET SEGMENTATION
Management Focus: Marketing to Black Brazil
PRODUCT ATTRIBUTES
Cultural Differences Economic Development Product and Technical Standards
DISTRIBUTION STRATEGY
Differences between Countries Choosing a Distribution Strategy
COMMUNICATION STRATEGY
Barriers to International Communication Management Focus: Overcoming Cultural Barriers to Selling Tampons Push Versus Pull Strategies Management Focus: Unilever—Selling to India’s Poor Global Advertising PRICING STRATEGY
Price Discrimination Strategic Pricing Regulatory Influences on Prices
CONFIGURING THE MARKETING MIX
Management Focus: Castor Oil in Vietnam
NEW PRODUCT DEVELOPMENT
The Location of R&D Integrating R&D, Marketing, and Production Cross-Functional Teams Building Global R&D Capabilities
SUMMARY
CRITICAL THINKING AND DISCUSSION QUESTIONS
CLOSING CASE: Levi Strauss Goes Local
Learning Objectives
1. Explain why it might make sense to vary the attributes of a product from country to country.
2. Articulate why and how a firm 's distribution system might vary among countries.
3. Identify why and how advertising and promotional strategies might vary among countries.
4. Explain why and how a firm 's pricing strategy might vary among countries.
5. Discuss how the globalization of the world economy is affecting new-product development within the international business firm
Chapter Summary
This chapter focuses on the marketing and R&D activities of global firms. The chapter begins with a review of the four elements that constitute a firm 's marketing mix: product attributes, distribution strategy, communication strategy, and