国际营销012.pptVIP

I n t e r n a t i o n a l M a r k e t i n g What Should You Learn? The importance of offering a product suitable for the intended market The relationship between product acceptance and the market into which it is introduced The importance of quality and how quality is defined Country-of-origin effects on product image Physical, mandatory, and cultural requirements for product adaptation The need to view all attributes of a product in order to overcome resistance to acceptance Global Perspective Hong Kong – Disney Rolls the Dice Again Tokyo Disneyland – successful EuroDisney – disaster Hong