Chapter 17 Outline
Procter & Gamble in
Japan: from Marketing Failure to Success
Introduction
The Globalization of Markets?
Market Segmentation
Product Attributes
Cultural Differences
Economic Differences
Product and Technical Standards
Distribution Strategy
A Typical Distribution System
Differences between Countries
Choosing a Distribution Strategy
Communication Strategy
Barriers to International Communication
Push versus Pull Strategies
Global Advertising
Pricing Strategy
Price Discrimination
Strategic Pricing
Regulatory Influences on Prices
Configuring the Marketing
Mix
New Product Development
The Location of R&D
Integrating R&D, Marketing, and Production
Cross-Functional Teams
Implications for the International Business
Chapter Summary
Critical Discussion Questions
Nike--The Ugly American?
Notes
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