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Файл:International Marketing 13 .doc
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- •International Marketing 13 Developing Consumer Products for Global Markets
- •1) Define the following terms and show their significance to international marketing:
- •2) Debate the issue of global versus adapted products for the international marketer.
- •3) Define the country-of-origin effect and give examples.
- •5) Discuss product alternatives and the three marketing strategies: domestic market extension, multidomestic markets, and global market strategies.
- •6) Discuss the different promotional/product strategies available to an international marketer.
- •8) Product can be adapted physically and culturally for foreign markets. Discuss.
- •9) What are 3 major components of product? Discuss the importance of product adaptation. Смотрите рисунок на первой странице
- •10) How can knowledge of the diffusion of innovations help a product manager plan international investments?
- •14) Discuss the 4 types of innovations. Give examples of a product that would be considered by the us market as one type of innovation but a different type in another market. Support your choice.
- •15) Discuss the characteristics of an innovation that can account for differential diffusion rates.
- •16) Give an example of how a foreign marketer can use knowledge of the characteristics of innovation in product adaptation decisions.
- •17) Discuss “environmentally friendly” products and products development.
15) Discuss the characteristics of an innovation that can account for differential diffusion rates.
The extent of a product’s diffusion and its rate of diffusion are partly functions of the particular product’s attributes. Each innovation has characteristics by which it can be described, and each person’s perception of these characteristics can be utilized in explaining the differences in perceived newness of an innovation. These attributes can also be utilized in predicting the rate of adoption, and the adjustment of these attributes or product adaptation can lead to changes in consumer perception and thus to altered rates of diffusion. Emphasis given to a product adaptation to local cultural norms and the overall brand image created are critical marketing decision areas.
16) Give an example of how a foreign marketer can use knowledge of the characteristics of innovation in product adaptation decisions.
17) Discuss “environmentally friendly” products and products development.
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