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GLOBAL MARKETING AND R&D - Coggle Diagram

- - - - SHORTER DISTRIBUTION CHANNELS
      - MEDIA NOT EASILY AVAILABLE
      - INDUSTRIAL PRODUCTS
    - - LONGER DISTRIBUTION CHANNELS
      - ADVERTISING MEDIA
      - CONSUMER GOODS
  - - - Message that means one thing in one country may mean
        something quite different in another
      - Firms need to develop cross-cultural literacy and use local input
        when developing marketing messages
    - - HIGH- HIGHLY DEVELOPED COUNTRIES
      - LOW- DEVELOPING COUNTRIES
- - - - SHORT -- Sells directly to the consumer, common
        with concentrated systems
      - LONG - Sells through an import agent, a wholesaler
        and a retailer
    - - GOOD - Most developed countries
        VARIABLE - Less developed countries
    - - Fragment Retails - Many Retailers - Developing Countries
    - - How Difficult it is for outsiders to
        access
- - - - Highly developed countries - extra performance attributes
      - Less developed countries - Basic products
    - - National differences forces marketing mix customization