Professional Documents
Culture Documents
CH 11
CH 11
Warren J. Keegan
Overview
Basic Concepts
Product Positioning
Product Saturation Levels
Product Design Considerations
Attitudes Towards Country of Origin
Geographic Expansion
New Products in Global Marketing
Summary
Same Different
Product edlich
Global Product Planning: Strategic Alternatives for Expanding into Global Markets
3 Stages
Cave Dweller – primary motivation is to
dispose of excess capacity
Naïve Nationalist – Sees adaptation as the
only alternative
Globally Sensitive- Evaluated across
countries with some standardization &
some differentiation
Keegan: Global Marketing Perspective Chapter 11/ 17
New Products and Services in
Global Marketing (1)
New to consumer & company ( Product or service
innovation)
New to consumer but not new to company
(Product/service or line extension)
Not new to consumer but new to company (New product
or service duplication)