Chapter 14 - Chapter 14 Chapter Developing and Marketing...

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Chapter 14 Chapter 14 Developing and Marketing Developing and Marketing Products Products
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Objectives: Objectives: Describe the product and promotional policies affecting International Business Describe international advertising Discuss distribution policies Define pricing policies Determine methods of managing production activities
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Managing Marketing Activities Managing Marketing Activities Product Policies: Laws and Regulations Cultural Differences – adapt to cultural preferences
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Product Policies Product Policies Brand Name Product Name National Image Counterfeit Goods and Black Markets Shortened Product Life Cycles
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Promotional Policies Promotional Policies Push Strategies Pull Strategies
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International Advertising International Advertising Standardized Strategy Adaptive Strategy Some parts of advertising strategy can be standardized
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Marketing Communication Marketing Communication The process of sending promotional messages about products to the target market
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