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Essentials of Marketing 7th Edition

Essentials of Marketing (7th Edition)

Book Edition7th Edition
Author(s)Hair, Lamb
PublisherCengage Learning
Chapter 11, End Of Chapter, REVIEW AND APPLICATIONS, Exercise 4.1
Page 383

Discuss global issues in new-product development.


A marketer with global vision seeks to develop products that can easily be adapted to suit local needs. The goal is not simply to develop a standard product that can be sold worldwide. Smart global marketers also look for good product ideas worldwide.


Visit and look at the brands it offers around the world. What conclusions can you draw about Procter & Gamble's global new-product development strategy?

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