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Chapter 13

Chapter 13

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Published by Bilz Shk

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Published by: Bilz Shk on Jun 27, 2012
Copyright:Attribution Non-commercial

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10/25/2012

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International Marketing15
th
edition
Philip R. Cateora, Mary C. Gilly, and John L. Graham
 McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
 
 13
Introduction
The opportunities and challenges forinternational marketers of consumer goods andservices today have never been greater or morediverse
The lack of distinction between “goods” and“services” has led to the invention of new terms
encompassing both products and services, such
as “market offerings” and “business
-to-
consumer marketing”
 
The trend for larger firms is toward becomingglobal in orientation and strategy 
Roy Philip 13-2
 
 13
Overview 
Quality 
Products and culture
 –
Innovative products and culture, diffusion of innovations, and production of innovations
 Analyzing product components for adaptation
 –
Core component, packaging component, andsupport services component
Marketing consumer services globally 
Brands in international markets
 –
Global brands, national brands, country-of-origineffects and global brands, and private brands
Roy Philip 13-3

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