GlobalBusinessTodayNinthEditionChapter16GlobalMarketingandResearchandDevelopmentChapterOutlineOPENINGCASE:GlobalBrandingofAvengersandIronManINTRODUCTIONTHEGLOBALIZATIONOFMARKETSANDBRANDSMARKETSEGMENTATIONManagementFocus:MarketingtoBlackBrazilPRODUCTATTRIBUTESCulturalDifferencesEconomicDevelopmentProductandTechnicalStandardsDISTRIBUTIONSTRATEGYDifferencesbetweenCountriesChoosingaDistributionStrategyCOMMUNICATIONSTRATEGYBarrierstoInternationalCommunicationPushVersusPullStrategiesManagementFocus:Unilever—SellingtoIndia’sPoorGlobalAdvertisingManagementFocus:Dove’sGlobal‘RealBeauty’CampaignPRICINGSTRATEGYPriceDiscriminationStrategicPricingRegulatoryInfluencesonPricesCONFIGURINGTHEMARKETINGMIX©2016byMcGraw-HillEducation.Thisisproprietarymaterialsolelyforauthorizedinstructoruse.Notauthorizedforsaleordistributioninanymanner.Thisdocumentmaynotbecopied,scanned,duplicated,forwarded,distributed,orpostedonawebsite,inwholeorpart.300GlobalBusinessTodayNinthEditionChapter16ManagementFocus:LeviStraussGoesLocalINTERNATIONALMARKETINGRESEARCHPRODUCTDEVELOPMENTTheLocationofR&DIntegratingR&D,Marketing,andProductionCross-FunctionalTeamsBuildingGlobalR&DCapabilitiesSUMMARYCRITICALTHINKINGANDDISCUSSIONQUESTIONSCLOSINGCASE:Domino’sPizzaLearningObjectives1.Explainwhyitmightmakesensetovarytheattributesofaproductfromcountrytocountry.2.Recognizewhyandhowafirm'sdistributionsystemmightvaryamongcountries.3.Identifywhyandhowadvertisingandpromotionalstrategiesmightvaryamongcountries.4.Explainwhyandhowafirm'spricingstrategymightvaryamongcountries.5.Understandhowtoconfigurethemarketingmixglobally.6.Understandtheimportanceofinternationalmarketresearch.5.Describehowglobalizationisaffectingproductdevelopment.ChapterSummaryThischapterfocusesonthemarketingandR&Dactivitiesofglobalfirms.Thechapterbeginswithareviewofthefourelementsthatconstituteafirm'smarketingmix:productattributes,distributionstrategy,communicationstrategy,andpricingstrategy.Afirm'smarketingmixisthesetofchoicethatifoffersitscustomers.Manyfirmsvarytheirmarketingmixfromcountrytocountrydependingondifferencesincultures,levelsofeconomicdevelopment,productandtechnicalstandards,theavailabilityofdistributionchannels,andsoforth.Thechapterdiscussesthestrategicimplicationsofeachelementofthemarketingmixforaninternationalfirmandtheimportanceofinternationalmarketresearch.ThelinkbetweenmarketingandR&Disalsodiscussed.Theauthorstressesthepointthatsellingaproductonaglobalscalemayrequirethata©2016byMcGraw-HillEducation.Thisisproprietarymaterialsolelyforauthorizedinstructoruse.Notauthorizedforsaleordistributioninanymanner.Thisdocumentmaynotbecopied,scanned,duplicated,forwarded,distributed,orpostedonawebsite,inwholeorpart.301GlobalBusinessTodayNinthEditionChapter16firmvaryitsproductsfromcountrytocountrytosatisfylocalpreferences.ThismayrequireafirmtoestablishR&Dcentersindifferentpartsoftheworld,andcloselylinkR&Dandmarketingineachregiontoensurethatthecompanyisproducingproductsthatitsoverseascustomerswillbuy.OpeningCase:GlobalBrandingofAvengersandIronManSummaryTheopeningcaseexploreshowMarvelStudioshassuccessfullycreatedglobalbrandswithitsAvengersseriesandtheIronManmovies.IronMandebutedininternationalmarketsafewdaysbeforeitwaspremieredintheUnitedStates.MarvelStudioswasabletocapitalizeontheglobalmarketingpowerofitsparentcompany,TheWaltDisneyCompany.inuedthestrateg...