Marketing: An Introduction (12th Edition)
12th Edition
ISBN: 9780133451276
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 15, Problem 15.15VC
Summary Introduction
Case summary:
Country U’s film industry is much bigger than the other countries film industries. 70% of the revenue of foreign box office and DVD sales is from the Country U’s film industry.
Foreign marketers play a bigger role in not only distribution, pricing, promotion of Country U’s film industry but also in developing the products.
This industry faces many problems and issues from different
Characters in the case:
- Country U
To discuss: Country U’s film industry’s five strategies which are required for adapting global market’s product and promotion.
Introduction:
There are five strategies which are required for adapting global market’s product and promotion.
They are as follows:
- Straight extension
- Product adaptation
- Communication adaptation
- Dual adaptation
- Product invention
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Chapter 15 Solutions
Marketing: An Introduction (12th Edition)
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