IB 3101 Lecture Notes - Lecture 8: Profit Margin, International Communication, Sales Promotion

• School: Temple University
• Department: International Business Admn
• Course: IB 3101
• Professor: Susan Feinberg

Document Summary

A: all aspects of the marketing mix (the choices the firm offers to its targeted market): Can be adapted to fit best with a firm"s global strategy. A: market segmentation - identifying distinct groups of consumers whose purchasing behavior differs from others in important ways. Adjust their marketing mix from segment to segment. Consider the existence of segments that transcend national borders and understand differences across countries in the structure of segments. Customize the product, the packaging, or the way in which the product is marketed in order to maximize performance in market where there are no cross- national segments. Products can be thought of as a bundle of attributes. Products sell well when their attributes match consumer needs. Consumer needs vary from country to country depending on: So, the ability of firms to sell the same product worldwide is limited.