The document discusses various factors that influence international marketing mix decisions and strategies for standardization versus adaptation across different areas of the marketing mix. It includes diagrams and examples of how companies have standardized or adapted elements of their product, promotion, price, and distribution strategies in international markets.

1. International marketing mix decisions

2. 14- Figure 1 Environmental factors influencing the balance between standardization and adaptation

3. 14- Figure 2 Standardization and adaptation of the international marketing mix

4. Figure 14.1 The three levels of a product 14- functional features, performance, perceived value, image, technology Delivery, installation, guarantees, after-sales service, spare parts brand, quality, design, packaging, price, country of origin, staff behaviour, size Core product benefits Product attributes Support services Ability to standardize product elements Low High

5. Figure 14.3 The product life cycle 14-

6. Figure 14.7 PLCs of different countries for a specific product 14-

7. Figure 14.11 Product/ communication mode 14- Promotion Product Standard Adapt New Adapt Standard Straight extension Promotion adaptation Product adaptation Dual adaptation Product invention Source: Source: adapted from Keegan, 1995.

8. Kellogg ’s dual adaption for Indian market 14- http://www.kelloggcompany.com

9. Orgasmic Chocolates stimulate more than the sense of taste 14-

10. Omega utilizes celebrity branding 14- www. omega watches.com

11. Figure 15.1 International pricing framework 15- Firm-level factors Environmental factors Product factors Market factors Firm performance Other elements Pricing strategies Terms

12. Internal factors affecting international pricing decisions Firm-level factors Corporate and marketing objectives Competitive strategy Firm positioning Product development Production location Market entry modes Product factors Stage in PLC Place in product line Most important product features Product positioning Product cost structure 15-

13. External factors affecting international pricing decisions Environmental factors Government influences and constraints Inflation Currency fluctuations Business cycle stage Market factors Customers ’ perceptions Customers ’ ability to pay Nature of competition Competitors ’ objectives, strategies, strengths and weaknesses Grey market appeal 15-

14. Gillette relies on product line pricing 15- www. gillette .com/

15. Basic approaches to pricing across countries 15- Price standardization Price differentiation

16. Figure 15.5 Structural factors of standardized versus differentiated pricing 15- Source: Reprinted from European Management Journal , Vol. 12, No. 2, Diller. H. and Bukhari, I. (1994) ‘Pricing conditions in the European Common Market’, p. 168, Copyright 1994, with permission from Elsevier.

17. Figure 16.2a Japanese car parts distribution channels 16- Sources : Cateora (1993); Onkvisit and Shaw (1993); Pirog and Lancioni (1997).

18. Figure 16.2b US car parts distribution channels 16- Sources : Cateora (1993); Onkvisit and Shaw (1993); Pirog and Lancioni (1997).

19. Figure 16.5 Factors influencing channel width 16- Source: adapted from Lewison, 1996, p. 279.

20. Figure 16.7 Criteria for evaluating foreign distributors 16- Overall qualifications/ selection criteria Financial and company strengths Product factors Marketing skills Commitment Facilitating factors Source: Adapted from Cavusgil et al . (1995).

21. Cathay Pacific chose standardized advertising throughout its markets 17- http://www.cathaypacific.com

22. Courvoisier cognac used a localization strategy 17- http://www.courvoisier.com/