Describe the global standardization —local adaptation debate. What are the drivers for globalization and for adaptation? Explain.非正式的英文 Global standardization: refers first to standardization of products across markets and ultimately, to the standardization of the marketing mix worldwide. The main reason why firms favor global standardization: it is cheaper to have the same product and the same integrated marketing communication strategy worldwide. And standardization is possible becau consumers increasingly have the same product preferences. Many global companies adapt their offerings to better meet the needs of the local market, thus performing a local, nonmandatory adaptation. Examples of multinational companies offering products aimed at local market abound. In most instance, the products result from a buyout.
Give example of mandatory and nonmandatory adaptations.(例子在203页下方和204页中下方)
例子在205页上方
The different barriers to entry that international providers face worldwide: （1）the re
quirement to u national rvice. This requirement is a form of protectionism: company or government policies provide implicit or explicit preference for a domestic supplier, which makes it difficult for international rvice providers to survive.（2）the prohibition against the employment for foreign nationals or other barriers. (3) Direct competition from government providers, such as a local government monopoly over natural gas and electricity.(4)restriction on movement. (5) tariffs impod on international rvice providers.
What are the reasons behind counterfeiting? What efforts are taking place to combat it? Are they successful?
Reason: using the famous brand to gain a higher profit with a lower cost.
Effort: (1) lobbying the US government, as well as the governments involved, is first step.周瑜出装
(2) Changing a product’s appearance to differentiate authentic products from fakes.
Not entirely successful
Describe the international product life cycle and the activities involved in developed and developing countries. Most products are introduced in developed countries, where consumers can afford the high costs charged by manufacturers to recoup product development costs. During growth, the international company faces increasing competition worldwide from products also produced in the developed country. At maturity, standardized products compete primarily on price; manufacturing moves overas to take advantage of cheaper labor. The company has a sales focus on emerging markets. In a product’s middle and late maturity, competitors from developing countries enter the company’s world markets and compete for consumers. In the product’s decline stage, the company eks new markets in countries of lower development levels.
What are the activities involved at each stage of the new product development process? where are most new products developed? The new product development process starts with idea generation, in and outside the company; the next step is idea screening, followed by concept development and evaluation. product business analysis d
教育培养意见etermines the extent to which the product is likely to be viable. The next stage is product design and development. Test marketing involves great expen on the part of the company; it also leaves the company vulnerable to competitive idea theft. Often, companies u international markets as testing grounds for new products. The final stage is launching, requires significant commitment to the product and to the target market.
Many products are advertid in the US as “new and improved”. What does this mean in terms of new product classification. New product to existing market, new product to existing company: the categories account for 33.7% of products. New line: this category reprents a new product or product line to a company, but for a company already operating in that market. It accounts for 16.8%of products.用力造句 New item in an existing product line: this category accounts for 11.9% of products; the products are likely to have the highest success rate and the greatest impact on the company sales and profit. 鸭肉怎么做好吃Modification: this category accounts for 18.8% of products.
Describe the difference between lead and lag countries in terms of adoption status
and rate. Lead countries: countries where the product or rvice is first introduced and adopted. Lag countries: countries where the product or rvice is adopted at a later stage. By analogy, consumers in high-income, 摩羯男天蝎女industrialized countries (lead countries) adopt the product first, while in low-income (lag countries) adopt the product later. The diffusion rate tends to be faster in lag countries. The later in the product life cycle the product or rvice is introduced in a lag countries, the faster the adoption rate.
The differences between firm internationalization philosophies: Ethnocentric companies consider domestic strategies, techniques, and personal as superior to foreign ones; the strategies then provide the framework for the companies’ overas operations, which are condary to domestic实习周记第一周>白茶的泡法 operations. Companies with a polycentric orientation focus on different international markets without coordinating between international activities. Companies with a Regiocentric orientation coordinate their operations regionally, whereas companies with a geocentric orientation coordinate their marketing and management policies worldwide, fully integrating their operations and addressing uniform gments worldwide.
