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A Comparison of the Findings of Three Studies
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achieved adaptation to national advertising American marketers answer buyer's market centralized coordination changes Common Market common transportation policy Consumer Consumer Industrial Consumer Durables Industrial Consumer Nondurables Consumer consumer-durables manufacturers consumer-nondurables manufacturers dardization degree of standardization differences EEC countries EEC markets Europe European Common Market European headquarters exclusively Five years hence FIVE YEARS LATER important increased standardization industrial marketers industrial-goods manufacturers industrial-goods marketers intermediaries international distribution channels ization joint decisions joint-venture LATER Consumer Nondurables Levels of Decision-Making licensees marketing mix marketing research staff marketing strategies member countries national markets national subsidiary Nondurables Consumer Durables original six packaging and labeling percentage of sales personal selling physical distribution price competition Product differentiation product lines products adapted products and product promotional tool research staff located respondents indicated salesmen Sorenson and Wieehmann stan Standardiza Standardization versus Adaptation substan substantial adaptation sumer Table Terpstra found trend U.S. headquarters exclusively U.S. products United Kingdom warranties Wiechmann