Chapter 14

Pages:
369

Quick Study

1. How is globalization affecting international marketing activities?

Companies may be able to reduce production and marketing costs by

standardizing the physical features of their products and their marketing
strategies.
Other companies may find that standardization is just one of a number
of strategies or that it is not always the best strategy to use.
Consumers worldwide appear content with a standardized product in
certain product categories, but in others, they demand products that
reflect their unique tastes and preferences.
National business environments affect the preferences of both
consumers and industrial buyers worldwide, with product standardization
more likely when levels of economic development are similar.

2. List elements of the national business environment that influence the

standardizationVersus adaptation decision.
3. What is the link between brand names and competitive advantage?
4. Explain the potential impact of national image and counterfeit products on
international product strategy.

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Chapter 15
:
Pages:
391 - 395 - 397 -402