市场营销学课堂展示教学课件Lascu_Chapter_09.pptVIP

Products and Services: Branding Decisions in International Markets Chapter Objectives Describe the drivers for international standardization and offer and overview of the international standardization – local adaptation continuum and related strategies. Examine country-of-origins effects on brand evaluations in relation to product stereotypes and consumer ethnocentrism. Examine the challenges faced by service providers in international markets. Address issues related to brand-name protection and reasons behind international counterfeiting. Address the marketing of industrial products and ser