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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 • • • • • • 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?