McDonald’s conducts extensive marketing research for allits new products, including new menu items for its overseasstores. Because of cultural and other differences and preferences, the company cannot always extrapolate its results fromone country to another. For instance, Croque McDo fried hamand-cheese sandwiches are unlikely to be as popular in theUnited States as they are in France, which invented the croquemonsieur sandwich on which the McDonald’s product isbased. Can you think of any other kinds of firms that share thislimitation on global applications of their research? In contrast,what sorts of questions could multinational firms answer on aglobal basis? Explain.

McDonald’s conducts extensive marketing research for allits new products, including new menu items for its overseasstores. Because of cultural and other differences and preferences, the company cannot always extrapolate its results fromone country to another. For instance, Croque McDo fried hamand-cheese sandwiches are unlikely to be as popular in theUnited States as they are in France, which invented the croquemonsieur sandwich on which the McDonald’s product isbased. Can you think of any other kinds of firms that share thislimitation on global applications of their research? In contrast,what sorts of questions could multinational firms answer on aglobal basis? Explain.

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter9: Reaching Global Markets

Section: Chapter Questions

Problem 1DYMP

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