Think of yourself as the Director of International Marketing for a major United

Question

Think of yourself as the Director of International Marketing for a major United States company. (Please pick the company of your choice.) You’ve had great success in taking the company’s leading product and promoting it to two very different or contrasting international cultures. The company president would like you to give a presentation to enlighten the other international marketing directors about the difference(s) in culture there can be with international marketing. Give a brief history of the product, the marketing research that went into each culture, how the product was modified or appearance altered from the U.S. appearance, and the success of the product today in each of those two different cultures.

Explanation / Answer

Consider the company GE’s Healthcare devision

The GE healthcare is a glob company to provide healthcare solution to meet the customer needs.

Every GE Healthcare ultrasound system is designed for customers’ need with you, your specialty, and your patients in mind. It takes into account the need of customers and service providers to provide the best patient care. We’re committed to providing technologies to help you excel every day.

The product is Portable Ultrasound machine. The product provides extraordinary images, specialized systems, Innovative solutions to the needs of the patients (especially pregnant women).

Culture is a learned way of living.

American culture is individualistic (IDV), highly certain, low power distance (PDI), masculine and monochronic time-oriented, linguistically direct. Keeping this in mind people prefer to live individually and plan well in advance for medical treatment. Availability of insurance and high standard of living allows people to afford in hospital ultrasound and sonography procedures.

Pakistan and other Asian countries follow a family culture where people live under the aegis of one or two earning members in large families. They cannot afford the high cost of medical treatment.

Our product will serve the needs of the people living in Pakistan by providing them a low cost solution in there home. A single machine can be used to serve multiple area and transported easily. It is battery operated that can be recharged with electricity. The cost per operation is 10 times less than that with a standstill system machince,      

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