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MT330
International Marketing
Unit 7
All the World is a Stage
MT330 – International Marketing
Unit 7
Global Product Management and Packaging
READINGS
Read the following chapters in your text. In addition, take a field
trip and review ISO 9000 essentials.
* Chapter 12: Products and Services for Consumer
* Chapter 13: Products and Services for Business
MT330 – International Marketing
Unit 7
KEY CONCEPTS
• The quality of a good or service has two dimensionsperformance quality and market perceived quality.
• The more innovative a culture considers a product, the more
challenges to its acceptance.
• There is increasing expectation for companies to participate in
the ISO 9000 series of international standards if they market
internationally.
• Support and business services are a critical factor when
marketing to international commercial customers.
MT330 – International Marketing
Unit 7
DISCUSSION QUESTIONS (Two Questions)
• All of YUM! Brands, Inc. restaurant chains are positioned within
the Quick Service segment of the restaurant industry. In what
ways do they compete and in what ways do they not compete?
• If you were the President of International Operations, what
would be a growth strategy that you might recommend to Yum!
Brands? Explain your idea would work with and complement
the multi-branding strategy they currently follow. Make sure to
focus on Yum! Brand’s overseas markets in your response.
MT330 – International Marketing
Unit 7
ASSIGNMENT
Professional Development Activity
• In a paper of at least two pages, briefly outline your current
level of international experience. It is OK if you do not have any,
since you are at a starting point. Once you have done the
outline, develop a list of the 10 additional critical skills or
experiences that you will need to brand yourself as a respected
international marketing consultant. For each skill or experience,
provide a reason why you will need this skill and its importance
to being an international marketing consultant. The skills and
experiences should be reasonable and build on your current
skills and experiences.
MT330 – International Marketing
Unit 7
UNIT OUTCOMES
• Explain quality and global standards as they relate to marketing
products internationally.
• Discuss why products need to be adapted to make them
acceptable to different cultures.
• Outline the importance of branding in the international
marketplace.
• Detail the increasing importance of business services for
companies globally.
• Discuss the importance of relationship marketing when
marketing industrial products internationally.
MT330 – International Marketing
Unit 7
INSTRUCTOR CONTRIBUTION TO CONTENT OF
UNIT 7
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Quality, Global Standards, Products, and Culture
Product Adaptation and Consumer Services
Brands in International Markets
Business Services
Trade Shows
Relationship Marketing
Thank You!
Comments and Questions?