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Chapter 12 Global Product Policy Decisions II: Marketing Products and Services
Chapter 12
Chapter Overview
1. Global Branding Strategies 2. Managing Multinational Product Lines 3. Product Piracy 4. Country-of-Origin (COO) Effects 5. Global Marketing of Services
Chapter 12
Introduction
Companies that brand their products have various options when they sell their goods in multiple countries. More and more companies see global (or at least regional) branding as a must.
Chapter 12
Introduction
Multinational product line management entails issues such as: What product assortment should the company launch when it first enters a new market? How should the firm expand its multinational product line over time? What product lines should be added or dropped? Global marketers also face the issue of global piracy. In global marketing, firms have to use a multitude of strategies to handle the negative country-oforigin stereotypes.
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3. Shift in balance of power between retailers and manufacturers 4. Expansion into new product categories 5. Internationalization of retail chains 6. Economic downturns
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3. Product Piracy
Any aspect of the product is vulnerable to piracy, including the brand name, the logo, the design, and the package (see Exhibit 128). Strategic Options Against Product Piracy: Lobbying Activities Legal Action Customs Product Policy Options Distribution Communication Options
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