Packaging decisions for a firm’s products

What are the requirements that must be met so that a commodity can effectively be transformed into a branded product?

1. Discuss the factors that need to be taken into account when making packaging decisions for a firm’s products.

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When is it appropriate to use multiple brands in (a) a single market and (b) several markets/countries?

1. What is the importance of ‘country of origin’ in international product marketing?

2. What are the distinguishing characteristics of services? Explain why these characteristics make it difficult to sell services in foreign markets.

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