Chapter 8: Marketing mix Names: Basil AL-Efranji Ahmad Bubtain Thamer bukhwa Hussain AL-Junubi Ismael Abulrahman Chapter 8: Marketing mix DR. Richard

Marketing mix Decisions regarding the product, price, promotion and distribution channels are decisions on the elements. It can be argued that product decisions are probably the most crucial as the product is the very epitome of marketing planning.

Classifying products local products - seen as only suitable in one single market. International products - seen as having extension potential into other markets. Multinational products - products adapted to the perceived unique characteristics Global products - products designed to meet global segments.

Product design What’s the use of product design? Changes in design are largely dictated by whether they would improve the prospects of greater sales. perceptions of the product's benefits may also dictate the design

Factors encouraging standardization Economies of scale in production and marketing Consumer mobility - the more consumers travel the more is the demand Technology Image, for example "Japanese", "made in".

five major product strategies in international marketing Product communications extension Extended product - communications adaptation Product adaptation - communications extension Product adaptation - communications adaptation Product invention

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