Table 16.1 Questions to Address to Configure the Marketing Mix 1 Product Strategy Sample Questions to Address Product core - Do the customers have similar product needs across international market segments? Product adoption - Howr is the product bought by customers in the international market segments targeted? Product management - How are established products versus new products managed for customers in the international market segments? Product branding - What is the perception of the product brand by customers in the international market segments? Table 16.1 Questions to Address to Configure the Marketing Mix Product Strategy Sample Questions to Address Distribution channels - Where is the product typically bought by customers in the international market segments? Wholesale distribution - What is the role of wholesalers for the international market segments targeted? Retail distribution - What is the availability of different types of retail stores in the international markets for the customer segments targeted? Product Strategy Sample Questions to Address Advertising How is product awareness created for a product to reach customers in the international market segments targeted? Pubiicitvr What role does publicity (e.g., public relations) play among customers in the international market segments targeted? Mass media What role does publicity ie.g., public relations) play among customers in the international market segments targeted? Social media What role do various social media (e.g., Facebook, Twitter, blogs, virtual communities}, mainly focused on user- generated content, have in communicating with customers in the international market segments targeted? Sales promotion Are rebates, coupons, and other sale offers a widespread activity to motivate customers in the international market segments targeted to buy a company's products? Product Strategy Sample Questions to Address - Is the price of a product critical to the customer's understanding {or perception} of the 1iralue of the product itself among customers in the international market segments? - Is the demand for the product among customers in the international market segments targeted similar to domestic demands? - Are the xed and variable costs of the product the same when targeting customers in the international market segments {e.g., are there variable costs that change signicantly when going international)? Retail price - Are there trade tariffs, nontariff barriers, andfor other regulatory influences on price that will inuence the pricing equation used to determine the retail price to customers in the international market segments?