Chapter 17 Student

Chapter 17 Student - channels and mass advertising can be...

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Chapter 17 Global Marketing and R & D
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Aspects of the Marketing Mix Product Attributes Distribution Strategy Communication Strategy Pricing Strategy
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Product Attributes Cultural Differences Economic Development Product and Technical Standards
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Distribution Strategy Retail Concentration Channel Length Channel Exclusivity Channel Quality
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Communication Strategy Barriers to International Communication Push versus Pull Strategies Global Advertising
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Barriers to International Communication Cultural Barriers Source and Country of Origin Effects Noise Levels
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Push versus Pull Strategies Push Strategy emphasizes personal selling requires intense use of a sales force relatively costly Pull Strategy uses mass media advertising can be cheaper for a large market segment
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Push versus Pull Strategies Product Type and Consumer Sophistication Channel Length Media Availability
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Pull Strategies When selling consumer goods to a large market segment. When there are long distribution
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Unformatted text preview: channels and mass advertising can be effective at fostering consumer interest. When preferred media channels are available. Push Strategies When selling industrial products or new or complex products. When selling to consumers that would value product education. When distribution channels are short. When advertising media are unavailable or are restricted. Global Advertising Reasons for Standardized: Significant economic advantages Scarce creative talent Global brand names Reasons for Non-standardized: Cultural differences Advertising regulations can be a restriction Pricing Strategy Price Discrimination Strategic Pricing Regulatory Influences on Prices Strategic Pricing Predatory Pricing Multipoint Pricing Experience Curve Pricing Regulatory Influences on Prices Antidumping Regulations Competition Policy...
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Chapter 17 Student - channels and mass advertising can be...

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