国际营销Int27lMktg14thMGH12ppt课件

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1、 I n t e r n a t i o n a l M a r k e t i n gProducts and Services for ConsumersChapter 121 4 t h E d i t i o nP h i l i p R.C a t e o r aM a r y C.G i l l yJ o h n L.G r a h a mMcGraw-Hill/IrwinInternational Marketing 14/eCopyright 2009 by The McGraw-Hill Companies,Inc.All rights reserved.12-2What S

2、hould You Learn?The importance of offering a product suitable for the intended marketThe relationship between product acceptance and the market into which it is introducedThe importance of quality and how quality is definedCountry-of-origin effects on product imagePhysical,mandatory,and cultural req

3、uirements for product adaptationThe need to view all attributes of a product in order to overcome resistance to acceptance12-3Global Perspective Hong Kong Disney Rolls the Dice AgainTokyo Disneyland successfulEuroDisney disasterHong Kong Disneyland open for businessOpportunities and challenges for i

4、nternational marketers of consumer goods and services are great and diverseAny marketing firms goal should be quality products and services that meet the needs and wants of consumers at an affordable price12-4QualityShift to a customers marketIncreased customer knowledgeThe customer defines qualityT

5、he cost and quality of a product Among the most important criteria by which purchases are madeQuality can be defined on two dimensions Market-perceived quality Performance qualityMost consumers expect performance quality In many industries quality is measured by third parties JD Power and Associates

6、12-5Maintaining QualityDamage in the distribution chain Russian chocolateQuality is essential for success in todays competitive global marketThe decision to standardize or adapt a product is crucial in delivering quality12-6Physical or Mandatory Requirements and AdaptationProduct homologationProduct

7、 adaptation requirements Legal Economic Political Technological Climate12-7Green Marketing and Product DevelopmentGreen marketing concerns the environmental consequences of a variety of marketing activities Critical issues affecting product development Control of the packaging component of solid was

8、te Consumer demand for environmentally friendly productsEuropean Commission guidelines for ecolabelingLaws to control solid waste12-8Products and CultureA product is the sum of the physical and psychological satisfactions it provides the user Primary function Psychological attributesThe need for cul

9、tural adaptation is often necessary,affected by how the product conforms Norms Values Behavior patterns12-9Innovative Products and AdaptationDetermining the degree of newness as perceived by the intended marketDiffusionEstablished patterns of consumption and behaviorForeign marketing goal Gaining th

10、e largest number of consumers in the market In the shortest span of time Probable rate of acceptance12-10Diffusion of InnovationsCrucial elements in the diffusion of new ideas An innovation Which is communicated through certain channels Over time Among the members of a social systemThe element of ti

11、meVariables affecting the rate of diffusion of an object Degree of perceived newness Perceived attributes of the innovation Method used to communicate the idea12-11Five Characteristics of an InnovationRelative advantageCompatibilityComplexityTrialabilityObservability12-12Production of InnovationsInv

12、entiveness of companies and countriesExpendituresJapanese solutions American-style education programs American design centersNew ideas come from a variety of sources Countries,Acquisitions Global collaborations12-13Analyzing Product Components for AdaptationProduct is multidimensionalSum of its feat

13、ures determines the bundle of satisfactions(utilities)received by consumerThree distinct components Core Packaging Support services12-14Product Component ModelExhibit 12.1 12-15Core ComponentsProduct platformDesign featuresFunctional features12-16Packaging ComponentPriceQualityPackagesStylingTradema

14、rkBrand name12-17Support Services ComponentDeliveries WarrantySpare partsRepair and maintenanceInstallationInstructionsOther related services12-18Marketing Consumer Services GloballyConsumer services characteristics Intangibility Inseparability Heterogeneity PerishabilityA service can be marketed As

15、 an industrial(business-to-business)A consumer service12-19Services Opportunities in Global MarketsTourismTransportationFinancial servicesEducationCommunicationsEntertainmentInformationHealth care12-20Barriers to Entering Global Markets for Consumer ServicesProtectionismRestrictions on transborder d

16、ata flowsProtection of intellectual propertyCultural barriers and adaptation12-21Brands in International MarketsA global brand is the worldwide use of a name,term,sign,symbol,design,or combination Intended to identify goods or services of one seller To differentiate them from those of competitorsImp

17、ortance is unquestionableMost valuable company resource 12-22Top Twenty BrandsExhibit 12.212-23Global BrandsThe Internet and other technologies accelerate the pace of the globalization of brandsIdeally gives the company a uniform worldwide imageBalanceAbility to translate12-24National BrandsAcquirin

18、g national brand namesUsing global brand namesNationalistic pride impact on brandsUse global brands where possible and national brands where necessary12-25Country-of-Origin effect Influences that the country of manufacture,assembly,or design Has on a consumers positive or negative perception of a pr

19、oductConsumers have broad but somewhat vague stereotypes about specific countries and specific product categories that they judge“best”EthnocentrismCountry-of-Origin Effects and Global Brands12-26Countries are stereotyped On the basis of whether they are industrialized In the process of industrializ

20、ing In process of developingTechnical products Perception of one manufactured in a less-developed or newly industrializing country less positive Fads often surround product from particular countries or regionsCountry-of-Origin Effects and Global Brands12-27Private BrandsGrowing as challengers to man

21、ufacturers brandsPrivate labels Provide the retailer with high margins Receive preferential shelf space and in-store promotion Are quality products at low pricesManufacturers brands must be competitively priced and provide real consumer value12-28SummaryThe growing globalization of markets must be b

22、alanced with the continuing need to assess all markets for those differences that might require adaptation for successful acceptanceIn spite of the forces of homogenization,consumers also see the world of global symbols,company images,and product choice through the lens of their own local culture an

23、d its stage of development and market sophistication12-29SummaryEach product must be viewed in light of how it is perceived by each culture with which it comes in contactAnalyzing a product as an innovation and using the Product Component Model may provide the marketer with important leads for adaptation