<a onClick="window.open('/olcweb/cgi/pluginpop.cgi?it=jpg::::/sites/dl/free/0073102555/324680/globe.jpg','popWin', 'width=NaN,height=NaN,resizable,scrollbars');" href="#"><img valign="absmiddle" height="16" width="16" border="0" src="/olcweb/styles/shared/linkicons/image.gif"> (1.0K)</a>CHAPTER 17

Opening Case
Kodak in Russia

Introduction

The Globalization of Markets and Brands

Market Segmentation

Management Focus
Marketing to Black Brazil

Product Attributes
     Cultural Differences
     Economic Development
     Product and Technical Standards

Distribution Strategy
     A Typical Distribution System
     Differences between Countries
     Choosing a Distribution Strategy

Communication Strategy
     Barriers to International Communication

Management Focus
Overcoming Cultural Barriers to Selling Tampons
     Push versus Pull Strategies

Management Focus
Unilever—Selling to India's Poor
     Global Advertising

Pricing Strategy
     Price Discrimination
     Strategic Pricing
     Regulatory Influences on Prices

Configuring the Marketing Mix

Management Focus
Castrol in Vietnam

New-Product Development
     The Location of R&D
     Integrating R&D, Marketing, and Production
     Cross-Functional Teams
     Building Global R&D Capabilities

Chapter Summary

Critical Thinking and Discussion Questions

Research Task

Closing Case
Astro Boy—Marketing Japanese Anime to the World