ABSTRACT
In international markets, as in domestic markets, the product is at the heart of the firm's marketing strategy, with the other elements of the marketing mix, such as advertising, price and distribution, playing a supporting role to ensure market awareness, acceptance and availability. It is, therefore, the international product policies and strategies that are central to the health and long-term development of the firm. Within this chapter we focus upon some of the key factors that impinge upon international product policy and influence its development within the firm. In doing this, it needs to be emphasised that the term ‘product’ is used generically and refers not only to a physical product, but also to services and franchises, as well as to the packaging, warranties, and after-sales service. In other words, therefore, the product is the total package that the buyer receives.
