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Global Marketing and R&D Opening Case Levi Strauss Goes Local Introduction The Globalization of Markets and Brands Market Segmentation Management Focus Marketing to Black Brazil Product Attributes Cultural DifferencesDistribution Strategy Differences between CountriesCommunication Strategy Barriers to International CommunicationManagement Focus Overcoming Cultural Barriers to Selling Tampons Push versus Pull StrategiesManagement Focus Unilever—Selling to India’s Poor Global AdvertisingPricing Strategy Price DiscriminationConfiguring the Marketing Mix Management Focus Castrol Oil in Vietnam New-Product Development The Location of R&DChapter Summary Critical Thinking and Discussion Questions Research Task Closing Case Kodak in Russia |