Chapter 15

Possibleapproachesinclude

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Unformatted text preview: ting a product in a foreign market without any change • Product Adaptation: – • Product Invention: – 15-25 Global Promotion Strategies • Can use a standardized theme globally, but may have to make adjustments for language or cultural differences. • Communication Adaptation: – Fully adapting an advertising message for local markets. • Changes may have to be made due to media availability. 15-26 Global Pricing Strategies • Companies face many problems in setting their • international prices. Possible approaches include: – Charge a uniform price all around the world. – Charge what consumers in each country will pay. – Use a standard markup of costs everywhere. • International prices tend to be higher than • domestic prices because of price escalation. Compan...
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