The Technical Marketing DecisionsKe

The Technical Marketing Decisions
Keep in mind that the product you select may need to be adapted to
the cultures of other countries.
• Product standards. ISO is an organization that harmonizes
world product standards such as flammability, labeling,
pollution, food and drug laws, and safety standards. ISO 9000
(product registration) and ISO 14000 (environmental
management registration) are the international quality assurance
series. At the time of publication of this edition they have been
in effect for more than 13 years and are unlikely to go away.
HOT TIP
In the beginning, keep it simple.
Developed countries. Distinguishes the more industrialized nations,
including all member countries of the Organization for Economic
Cooperation and Development (OECD) from “developing”—or “less
developed”—countries.
Least-developed countries. Forty-nine of the world’s poorest countries
are considered by the United Nations to be the least developed of
Therefore, it is important to check your products for compliance.
Be sure to check www.iso.org
• Technical specifications and codes. Most of the world uses
220 V, 50 Hz but products used in the United States are 120 V,
60 Hz. Similarly, most of the world uses the metric system of
weights and measures. Determine how you can convert your
product to meet the appropriate specifications and codes.
• Quality and product life cycle. In the life cycle of product
innovation, new products are typically introduced first to
developed countries leaving an opportunity for sales of earlier
models to least-developed countries. Assess the stage in the life
cycle in which you find your export /import product.
• Other uses. Different countries use some products for
purposes different from those that we apply here. For example,
motorcycles and bicycles are largely recreation vehicles in the
United States, but in many countries they are the primary means
of transportation.
What Is World Class?
What does it mean to have world-class products? Don’t deceive yourself.
Some things are better than others; you know it, we all know it. World
classmeans there may be something as good, but there is nothing better
in the world. But some markets can’t absorb world class, so make sure
that the products and services you select are right for your market.