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
Want to see the full answer?
Check out a sample textbook solutionChapter 15 Solutions
Marketing an Introduction Second Custom Edition for Penn State
- Principles Of MarketingMarketingISBN:9780134492513Author:Kotler, Philip, Armstrong, Gary (gary M.)Publisher:Pearson Higher Education,MarketingMarketingISBN:9781259924040Author:Roger A. Kerin, Steven W. HartleyPublisher:McGraw-Hill EducationFoundations of Business (MindTap Course List)MarketingISBN:9781337386920Author:William M. Pride, Robert J. Hughes, Jack R. KapoorPublisher:Cengage Learning
- Marketing: An Introduction (13th Edition)MarketingISBN:9780134149530Author:Gary Armstrong, Philip KotlerPublisher:PEARSONContemporary MarketingMarketingISBN:9780357033777Author:Louis E. Boone, David L. KurtzPublisher:Cengage Learning