Product position as an asset in international marketing effort

4 important questions on Product position as an asset in international marketing effort

What is country image?

Consists of the attitudes and knowledge consumers have about a country. More developed countries have a more positive country image.
Country-of-origin may limit the ability to market products in more developed countries.

What common problems are associated with country image?

Ethnocentrism
Animosity
Nationalism
Religiosity

Country-of-origin attitudes are shaped, in part, by cultural differences, language differences, and political or ideological divergence. Part of the international marketing context.

What is the purpose of measuring religiosity, ethnocentrism , nationalism and animosity?

Marketers have a better understanding of the potential effects of country image and country of origin image.

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What are regulations? And what is the link with marketing?

- One of the more important differences between nations as marketers respond to the international context.
- Regulations may keep a company from positioning a product in terms of a new benefit or attribute, or in some cases from entering a market at all

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