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.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
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McDonald’s conducts extensive marketing research for all
its new products, including new menu items for its overseas
stores. Because of cultural and other differences and preferences, the company cannot always extrapolate its results from
one country to another. For instance, Croque McDo fried hamand-cheese sandwiches are unlikely to be as popular in the
United States as they are in France, which invented the croque
monsieur sandwich on which the McDonald’s product is
based. Can you think of any other kinds of firms that share this
limitation on global applications of their research? In contrast,
what sorts of questions could multinational firms answer on a
global basis? Explain.

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