Marketing
BRANDING There are four major branding decisions that MNEs make: brand versus brand, manufacturer’s brand versus private brand, one brand versus mult brands, and worldwide brand versus local brands.49 Only the last decision” substantially affected by the international environment. Some firms, such as Coca-Cola, have opted to use the same brand logo globally. This...
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DISTRIBUTION A company may accurately assess market potential, design products or ser- and promote to likely consumers; however, it will have likelihood of reaching its sales potential if the goods or services are not conveniently available to customers. This includes getting goods to where people want to buy them. For example, does a man...
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SUMMARY ■ Although the principles of selling abroad are the same as those in the home country, the international businessperson must deal with a less familiar environment, which may be subject to rapid change. ■ Some methods for broadly assessing foreign demand for products are analysis of consumption patterns, estimates based on what has...
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