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:

1. What creates a product’s positioning in the global marketplace?
2. What are the main approaches to international product positioning?
3. How can a product’s position become an asset in an international marketing effort?
4. What additional challenges affect international product positioning programs?
5. What steps and tactics are used to establish positioning, evaluate positioning, and conduct repositioning in international markets?

Chapter Outline

To refer back to the specific topics in your textbook, the page numbers are also displayed below.

Opening Vignette: The Expanding World of Hummus: pg. 210 - 211

OVERVIEW: pg. 212

The Nature of International Product Positioning: pg. 212 - 213

Positioning Statements and Approaches: pg. 213 - 216

International Positioning Objectives: pg. 216 - 219

International Product Positioning Challenges: pg. 219 - 224

International Positioning Methods: pg. 224 - 234

Sustainability and International Positioning: pg. 234 - 235

Ethical Issues in International Positioning: pg. 235

Strategic Implications: pg. 235 - 236

Tactical Implications: pg. 236

Operational Implications: pg. 236

Terms: pg. 237

Review Questions: pg. 237 - 238

Discussion Questions: pg. 238

Analytical and Internet Exercises: pg. 238 - 239

Case 7. TOTO: Positioning Plumbing Products Globally: pg. 240 - 242