Chapter 19, Problem 19.16VC

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 market environment in different international markets. In order to meet the needs of the worldwide market, the marketing mix needs to be adapted at an optimal level.

Characters in the case:

• Country U

To discuss: Whether Country U film industry is now dependent upon foreign markets for success and to compare this with other Country U’s export.

Introduction:

Marketing is the process where the aim goal is to satisfy the customers’ needs and wants. This is the management concept where the goods and services are exchanged from one end to the customers end.