Brand and Product Decisions in Global Marketing Lecture
The product P of the marketing mix is at the heart of the challenges and opportunities facing global companies today: Management must develop product and brand policies and strategies that are sensitive to market needs, competition, and the company’s ambitions and resources on a global scale. Effective global marketing often entails finding a balance between the payoff from extensively adapting products and brands to local market preferences and the benefits that come from concentrating company resources on relatively standardized global products and brands.
Brand and Product Decisions in Global Marketing Lecture is very important. With the help of this teaching resources you will be able to explain your students what is it Brand and Product Decisions in Global Marketing teaching resources will suite any teacher/lecturer or tutor who is going or planning to conduct Brand and Product Decisions in Global Marketing Lecture or Seminar.
1 Review the basic product concepts that underlie a successful global marketing product strategy.
2 Compare and contrast local products and brands, international products and brands, and global products and brands.
3 Explain how Maslow’s needs hierarchy helps global marketers understand the benefits sought by buyers in different parts of the world.
4 Outline the importance of “country of origin” as a brand element.
5 List the five strategic alternatives that marketers can utilize during the global product planning process.
6 Explain the new-product continuum and compare and contrast the different types of innovation.
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