tailieunhanh - Lecture Global marketing management (7th edition): Chapter 11 - Masaaki Kotabe, Kristiaan Helsen

Chapter "global product policy decisions". After studying this chapter you will be able to understand: The reasons for economic union, patterns of international cooperation, the evolution of the European Union, evolving patterns of trade as eastern Europe and the former Soviet states embrace free-market systems, strategic implications for marketing in the region, the size and nature of marketing opportunities in the European/African/Middle East regions. | Global Product Policy Decisions II: Marketing Products and Services Chapter 11 PowerPoint Chapter Overview 1. Global Branding Strategies 2. Management of Multinational Product Lines 3. Product Piracy 4. Country-of-Origin (COO) Effects 5. Global Marketing of Services Chapter 11 Copyright © 2017 John Wiley & Sons, Inc. Introduction Companies that brand their products have various options when they sell their goods in multiple countries. More and more companies see global (or at least regional) branding as a must. Chapter 11 Copyright © 2017 John Wiley & Sons, Inc. Introduction Multinational product line management entails issues such as: What product assortment should the company launch when it first enters a new market? How should the firm expand its multinational product line over time? What product lines should be added or dropped? Global marketers also face the issue of global piracy. In global marketing, firms have to use a multitude of strategies to handle the negative country-of-origin stereotypes. Chapter 11 Copyright © 2017 John Wiley & Sons, Inc. 1. Global Branding Strategies Global Brands (Exhibit 11-1) A truly global brand is one that has a consistent identity with consumers across the world. The development costs for products launched under the global brand name can be spread over large volumes. A global brand has much more visibility than a local brand. The fact of being global adds to the image of a brand country. Chapter 11 Copyright © 2017 John Wiley & Sons, Inc. Exhibit 11-1: World’s Top 20 Most Valuable Brands (2012) Chapter 11 Copyright © 2017 John Wiley & Sons, Inc. 1. Global Branding Strategies Global brands are also able to leverage the country association for the product. The value of a global brand (brand equity) usually varies a great deal from country to country (three key value dimensions: quality signal, global myth, and social responsibility). Inter-country gaps in brand equity may be due to . | Global Product Policy Decisions II: Marketing Products and Services Chapter 11 PowerPoint Chapter Overview 1. Global Branding Strategies 2. Management of Multinational Product Lines 3. Product Piracy 4. Country-of-Origin (COO) Effects 5. Global Marketing of Services Chapter 11 Copyright © 2017 John Wiley & Sons, Inc. Introduction Companies that brand their products have various options when they sell their goods in multiple countries. More and more companies see global (or at least regional) branding as a must. Chapter 11 Copyright © 2017 John Wiley & Sons, Inc. Introduction Multinational product line management entails issues such as: What product assortment should the company launch when it first enters a new market? How should the firm expand its multinational product line over time? What product lines should be added or dropped? Global marketers also face the issue of global piracy. In global marketing, firms have to use a multitude of strategies to handle the