国际市场产品策略Product_Service_Strategies.pptVIP

MKTG 3002 Lec 4 2003 Teresa Davis Product/Service Strategies Factors encouraging standardisation Economies of scale in production Economies in RD Economies in Marketing Global competition Shrinking world marketplace Product/Service Strategies cont… Factors encouraging Adaptation Differing use conditions Government regulations Differing consumption patterns Local competition True to the marketing concept Product/Service Strategies cont… Product adaptation can be: Mandatory Discretionary It is affected by: Market targeted Product and its characteristics Company characteristics Marke