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GLOBAL POLICY AND PRICING DECISIONS II: MARKETING PRODUCTS AND SERVICES Chapter Twelve

GLOBAL POLICY AND PRICING DECISIONS II: MARKETING PRODUCTS AND SERVICES Chapter Twelve. Global Product Policy Decisions II: Marketing Products and Services. Overview 1. Global Branding Strategies 2. Managing Multinational Product Lines 3. Product Piracy 4. Country of Origin Stereotypes

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GLOBAL POLICY AND PRICING DECISIONS II: MARKETING PRODUCTS AND SERVICES Chapter Twelve

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  1. GLOBAL POLICY AND PRICING DECISIONS II:MARKETING PRODUCTS AND SERVICESChapter Twelve John Wiley & Sons, Inc c 1998

  2. Global Product Policy Decisions II:Marketing Products and Services • Overview • 1. Global Branding Strategies • 2. Managing Multinational Product Lines • 3. Product Piracy • 4. Country of Origin Stereotypes • 5. Global Marketing of Services John Wiley & Sons, Inc c 1998

  3. Overview John Wiley & Sons, Inc c 1998

  4. 1. Global Branding Strategies • Global Brands • Exhibit 12-1 Top 25 Brands in the United States, Japan and Worldwide • inter-country gaps • History, Competitive climate, Marketing support, Cultural receptivity to brands, Product category penetration John Wiley & Sons, Inc c 1998

  5. 1. Global Branding Strategies (cont) • Local Branding • Global or Local Brands? • Exhibit 12-2 Sara Lee’s Hierarchy of Brands • Exhibit 12-3 Nestle Branding Tree • Exhibit 12-4 Brands of Six Multinational Companies in 67 Countries • Brand name Changeover Strategies John Wiley & Sons, Inc c 1998

  6. 1. Global Branding Strategies (cont) • Private Label Branding (“Store Brands”) • Exhibit 12-5 Market Share (% Value) of Private Labels in Japan : 1990 and 1994 John Wiley & Sons, Inc c 1998

  7. 1. Global Branding Strategies (cont) • Factors explaining success of private labels • Improved quality of private-label products • Development of premium private-label brands • Shift in balance of power between retailers and manufacturers • Expansion into new product categories • Internationalization of retail chains • Economic downturns John Wiley & Sons, Inc c 1998

  8. 1. Global Branding Strategies (cont) • Umbrella (Corporate) Branding • Protecting Brand Names • Exhibit 12-6 Pizza Domino in Israel: Twin Brother of Domino’s Pizza • Exhibit 12-7 Differing Views on IP Protection John Wiley & Sons, Inc c 1998

  9. 2. Managing Multinational Product Lines • Exhibit 12-8 International Product Mix of CPC International • Customer Preferences • Exhibit 12-9 Top Selling Campbell’s Soups Around the World • Competitive Climate • Organizational Structure • History John Wiley & Sons, Inc c 1998

  10. 3. Product Piracy • Exhibit 12-10 Piracy Around the World • Strategic Actions Against Product Piracy • Lobbying Activities • Legal Action • Product Policy Options • Communication Options John Wiley & Sons, Inc c 1998

  11. 4. Country of Origin (COO) Stereotypes • Country of Origin (COO) Influences on Consumers • Exhibit 12-11 Product-Country Matches and Mismatches: Examples and Strategic Implications John Wiley & Sons, Inc c 1998

  12. 4. Country of Origin (COO) Stereotypes (cont) • Strategies to Cope with COO Stereotypes • Product Policy • Pricing • Distribution • Communication John Wiley & Sons, Inc c 1998

  13. 5. Global Marketing of Services • Challenges in Marketing Services Internationally • Exhibit 12-12 Barriers to International Marketing of Services • Immediate face-to-face Contacts with Service Transactions • Difficulties Measuring Customer Satisfaction Overseas John Wiley & Sons, Inc c 1998

  14. 5. Global Marketing of Services (cont) • Opportunities in the Global Service Industries • Deregulation of Service Industries • Increasing Demand for Premium Services • Increase Value Consciousness John Wiley & Sons, Inc c 1998

  15. 5. Global Marketing of Services (cont) • Global Service Marketing Strategies • Capitalize on Cultural Forces in the Host Market • Standardize and Customize • Central Role of Information Technologies (IT) • Add Value by Differentiation • Exhibit 12-13 Japanese Practices to Achieve Customer Satisfaction • Establish Global Service Networks • Exhibit 12-14 Market Leadership Coca-Cola John Wiley & Sons, Inc c 1998

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