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Global Marketing and R&D


1. Understand why and how it may make sense to vary the attributes of a product among countries.

2. Appreciate why and how a fi rm’s distribution strategy might vary among countries.

3. Understand why and how advertising and promotional strategies might vary among countries.

4. Understand why and how a fi rm’s pricing strategy might vary among countries.

5. Understand how the globalization of the world economy is affecting new-product development within international businesses.








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