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Ch 11: International Product, Pricing & Marketing Strategy

About This Chapter

In this fun chapter is a comprehensive overview of international product, pricing and marketing strategies. If you're studying for a test or aiming to strengthen your grades, using our bite-sized lessons and multiple-choice quizzes can quickly enhance your knowledge of these strategies.

International Product, Pricing & Marketing Strategy - Chapter Summary

This entertaining chapter is designed to help you understand why businesses vary their product, advertising, promotional and pricing strategies from country to country. Our bite-sized lessons will teach you all about global research and development (R&D), strategic pricing in international retailing, global standardization in marketing and much more. Enjoy a self-paced format that enables you to study any lessons and visit as often as you'd like. Use self-assessment quizzes and a broader exam to confirm your knowledge of the lessons. After completing this chapter, you will be able to:

  • Define a product attribute and explain product attribute variation in international retailing
  • List common global pricing issues and discuss strategies to overcome them
  • Explain the impact regulations have on pricing strategy for international retailing
  • Exhibit knowledge of the international marketing mix and 4 Ps of marketing
  • Describe how global market segmentation impacts products and services
  • Identify and discuss strategies for overcoming communication barriers in international marketing
  • Define push and pull promotion strategies and explain how to choose between them in international retailing
  • Showcase an understanding of Nike's global marketing strategies

9 Lessons in Chapter 11: International Product, Pricing & Marketing Strategy
Test your knowledge with a 30-question chapter practice test
Global Research & Development (R&D): Advantages & Role

1. Global Research & Development (R&D): Advantages & Role

This lesson provides a definition of the discipline of global research and development (R&D) and goes on to discuss its advantages and its role in the current global economy.

Product Attribute: Definition & Explanation

2. Product Attribute: Definition & Explanation

Even if you don't know it, you make buying decisions based upon product attributes. In this lesson, you'll learn what product attributes are and also learn related concepts. You'll have a chance to take a short quiz after the lesson.

Global Pricing Issues & Strategies

3. Global Pricing Issues & Strategies

This lesson identifies common global pricing issues and strategies to overcome them. Topics include profit and cost factors, market factors and environmental factors, as well as how to manage these effectively.

International Marketing Mix and the 4 Ps of Marketing

4. International Marketing Mix and the 4 Ps of Marketing

In this lesson, we will discuss how to adjust the marketing mix when pursuing an international market. Additionally, the Internet's impact on the marketing mix will be discussed.

How Global Market Segmentation Affects Products & Services

5. How Global Market Segmentation Affects Products & Services

Global market segmentation introduces new complexities when you are targeting millions of potential consumers in multiple countries. In this lesson, you will learn the best practices for performing global segmentation, using local market research and product testing.

Communication Barriers in International Marketing: Strategies & Examples

6. Communication Barriers in International Marketing: Strategies & Examples

After reading this lesson, you'll learn how to overcome some issues that can prevent your international marketing efforts from being successful. Learn what you need to consider when designing your marketing.

Global Standardization in Marketing: Definition & Strategy

7. Global Standardization in Marketing: Definition & Strategy

In this lesson we will discuss global standardization. We will look at the pros and cons as well as examples of businesses that can, and cannot, use global standardization.

Push & Pull Promotion Strategies: Definitions & Examples

8. Push & Pull Promotion Strategies: Definitions & Examples

When companies are trying to get the word out about a product, they have two different basic strategies. In this lesson, we look at the push and pull promotion strategies and examples of each.

Marketing Case Study: Nike's Global Marketing Strategies

9. Marketing Case Study: Nike's Global Marketing Strategies

Nike's success in global marketing relies on their ability to reach many audiences with tailored messages. In this lesson, you'll learn more about Nike's global marketing strategies.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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