Marketers can influence perceptions of where a product is made through promoting a country's image to help domestic exporters and attract foreign businesses. A country's image over time and current events can shape views of its products, with people often preferring products from their own country unless it is less developed. Marketers should prominently display where products are made if from a country viewed favorably, and target niche markets to establish a foothold in new countries as perceptions of country of origin vary by product type.

1. How do Marketers
influence country-
of-origin effects?

2. Country–of-origin perceptions –mental
associations and beliefs by a country.
Government officials want to strengthen
their country’s image to help domestic
marketers who export, and to attract
foreign firms and investors.

3. Countries are being marketed
like any other brand.

4. Attitude toward country can
change over time.
Current events can also shape
countries image.

5. Global marketers know that
buyers hold distinct attitude and
beliefs about brands or products
of different countries.

6.  People are often ethnocentric and favorably
predisposed to their own country’s products, unless
they come from a less developed country.
 The more favorable a countries image,the more
prominently the ‘made in…’ label should be
displayed.
 The impact of country of origin varies with the type
of products.

7. Companies can target niches to
establish a footing in new
markets.