International Marketing
Learning Objectives and Chapter Outline
A study tool that outlines this chapter and the learning objectives it teaches.
Learning Objectives
After reading and studying this chapter, you should be able to answer the following questions:
- How do legal systems influence international marketing programs, including standardization and adaptation strategies?
- How are international marketing disputes resolved within various legal systems?
- When is standardization the most viable international marketing strategy?
- How can adaptation help a marketing team succeed in reaching target markets in a host country?
- How can standardization and adaptation programs combine to achieve greater international marketing effectiveness?
- How can global innovation and patterns of diffusion assist the marketing team in reaching target markets, including those consisting of bottom-of-the-pyramid customers?
Chapter Outline
To refer back to the specific topics in your textbook, the page numbers are also displayed below.
Opening Vignette: Costa Coffee Global Expansion: Adaptation and Differences in Taste: pg. 312 - 313
OVERVIEW: pg. 313 - 314
Legal Systems: pg. 315 - 316
International Intellectual Property Protection: pg. 316 - 319
International Dispute Resolution: pg. 319 - 323
Standardization: pg. 323 - 326
Adaptation: pg. 326
Food Products: pg. 326 - 329
Adaptation of Services: pg. 329 - 331
Music: Legal Systems, Standardization, and Adaptation: pg. 331 - 333
Combining Standardization and Adaptation: pg. 334 - 336
Sustainability and Adaptation: pg. 336
Global Innovation: pg. 336 - 339
New Product Development and Bottom-of-the-Pyramid: pg. 339 - 340
Ethical Issues in Standardization and Adaptation: pg. 340
Strategic Implications: pg. 340 - 341
Tactical Implications: pg. 341
Operational Implications: pg. 341
Terms: pg. 341
Review Questions: pg. 342
Discussion Questions: pg. 342 - 343
Analytical and Internet Exercises: pg. 343
Case 10. Banana Republic in the UK: pg. 344 - 346