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Ebook International marketing (4/E): Part 2 - Pervez N. Ghauri

(BQ) Part 2 book "International marketing" has contents: Product decisions for international markets, marketing industrial products and business services, international distribution and retailing, pricing for international markets, international promotion and advertising. and other contents. | PART 5 Developing International Marketing Decisions C hapter C hapter C hapter C hapter C hapter C hapter 15 16 17 18 19 20 Product Decisions for International Markets Marketing Industrial Products and Business Services International Distribution and Retailing Pricing for International Markets International Promotion and Advertising Personal Selling and Negotiations 358 359 Chapter 15 Product Decisions for International Markets Chapter Outline Chapter learning objectives International markets and product decisions Products and culture Product life cycle and adaptation Screening products for adaptation Quality products Summary Questions Further reading Notes Chapter Learning Objectives What you should learn from Chapter 15 ● The current dichotomy of standardised versus adapted products in international marketing ● How to manage the relationship between product acceptance and the market into which it is introduced ● How to identify physical, mandatory and cultural requirements for product evaluation ● How to identify and comply with physical, mandatory and cultural requirements for product adaptation ● The need to view all attributes of a product in order to overcome or modify resistance to its acceptance ● The impact of environmental awareness on product decisions consumer goods goods that consumers buy to consume The opportunities for and challenges facing international marketers of consumer goods today have never been greater or more diverse. New consumers are springing forth in emerging markets in Eastern Europe, the Commonwealth of Independent States, China, India, other Asian countries and Latin America – in short, globally.1 Emerging markets promise to be huge markets in the future.2 In the more mature markets of the industrialised world, opportunity and challenge also abound as consumers’ tastes become more sophisticated and complex, and as increases in purchasing power provide them with the means of satisfying new demands. Never has the .