BUSI 1701 Chapter Notes - Chapter 14: Coq Au Vin, Marketing Mix, Direct Selling
6 Feb 2018
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The set of choices the firms offers its target market. Product attributes, distribution strategy, communication strategy and pricing strategy. Often varied from country to country based on: differences in culture, economic development, product standards, and distribution channels. Products sell well when their attributes match consumer needs: because consumer needs differ around the world, products sold in the global market must be adapted to the market they are trying to tap into. The most important aspect of cultural differences is tradition: most commonly effects food and beverages, nestle sells fish cakes and fish fingers in gb but beef bourgiugnon and coq au vin in france. Scent preferences differ from culture to culture. Tastes and preferences are converging and becoming more cosmopolitan: coffee is gaining prominence all around the world, convergence has mostly occurred in the advanced, industrialized nations of north. Countries are at different stages of economic development. Consumer behaviour is widely impacted by the status of the economy.
