市场营销ch10.pptx

Global Marketing Management, 8e;Learning Objectives;Basic Concept;Local, National, International and Global Products ;Global Brands;Product Positioning;Product Saturation Levels in Global Markets ;Product Design Considerations ;Attitudes Toward Country of Origin ;Global Product Positioning:Strategic Alternatives ;Strategy 1: Product/Communication Extension (Dual Extension);Strategy 2: Product Extension, Communications Adaptation ;Strategy 3: Product Adaptation / Communication Extension;Strategy 4: Dual Adaptation ;Strategy 5: Product Invention;How to Choose a Strategy;New Products in Globa