Sometimes there are almost no differences between marketing domestically and marketing internationally, while at other times these differences are great.
Important differences between the domestic and foreign environments may make a wholesale overseas transfer of the successful domestic marketing mix impossible.
The benefits from standardization of the marketing mix are lower costs, easier control, and reduction of time in preparing the marketing plan.
According to the text, the product is the central focus of the marketing mix.
The physical product includes the total product, brand name, accessories, after-sales service, warranty and instructions for use, company image, and package.
Generally, industrial products require greater adaptation than consumer products to meet the demands of the world market
Drastic modifications in the physical product may be necessary because of two problems prevalent in the developing countries: a tendency to overload equipment and to provide slight maintenance.
To avoid changing the product to meet local legal requirements, manufacturers frequently design it to meet the most stringent laws, even though it is overdesigned for other markets.
Luxury items such as perfume can often be sold without adaptation in many different foreign markets.
Generally as marketers go down the economic and social strata in each country, they tend to find greater similarities among countries on social and cultural values.
a.) satisfy customers’ needs
b.) learn to rely on their local consultants.
c.) price goods and services so that they generate revenues, regardless of the market.
d.) focus on satisfying the demands of headquarters.
a.) There are lower costs due to longer production runs, design efficiencies, and marketing-related efficiencies-all of which lower costs.
b.) They have one product for the globe, which creates simplicity of message.
c.) The creative work can be on a global theme, even when localized.
d.) Those at headquarters generally like standardization because they can control it.
a.) is what marketers try to construct.
b.) includes the physical product, brand name, accessories, and after-sales service.
c.) includes the best of the marketing mix
d.) is the physical product minus marketing.
a.) total product; physical product; brand name
b.) final; physical product; brand name
c.) total; final product; brand name
d.) physical product; final product; brand name