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Global Marketing and R & D




After you have read this chapter you should:
  1. Explain why it might make sense to vary the attributes of a product from country to country.


  2. Articulate why and how a firm's distribution strategy might vary among countries.


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


  4. Explain why and how a firm’s pricing strategy might vary among countries.


  5. Discuss how the globalization of the world economy is affecting new product development within the international business firm.





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