IB 3101 Lecture Notes - Lecture 13: Marketing Mix, Price Discrimination, Product Type
17 May 2017
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Week 13 chapter 16 global marketing and r&d. Global standardization not possible: cultural differences, economic differences, trade barriers, differences in product and technical standards. Identifying distinct groups of consumers whose purchasing behavior differs from others in important ways. Two issues: differences between countries in the structure of market segments, segments that transcend national borders. Product attributes: products sell well when their attributes match consumer needs. Consumer needs depend on: culture, level of economic development, product and technical standards. Choice of distribution strategy: price is important, a shorter channel, fragmented retail sector, a long channel. Barriers to international communication: cultural barriers (most important, source and country of origin effects, noise level. Communication strategies: push strategy, personal selling force, more effective, but more costly, ex. Pricing strategy: price discrimination, keep national markets separate, countries must have different price elasticity of demand, strategic pricing, predatory pricing, multi point pricing, experience curve pricing, government mandated price controls.
