ps产品价格促销渠道.ppt

internationalmarketingmix 4Ps Chapter6No 1ProductDecision 1 Productandits5features Definition Aproductisanythingthatcanbeofferedtoamarketforattention acquisition useorconsumptionandthatmightsatisfyawantorneed Eg Aromanticperfume aNationalDayvacationtour alltheseareproduct Fivefeatures JohnFayerweathersuggested5importantfeaturesthatarerelevanttoglobalmarketingproductdecision includingprimaryfunctionalpurpose secondarypurposeDurability 耐久性 andqualitymethodofoperationmaintenance 1 primaryfunctionisthataproductisfirstlydesignedtohave Eg Forahigh developedsociallevel theprimaryfunctionofacellphoneistocommunicate Foralessdevelopedsociallevel amobilephoneisnotonlyacommunicationtoolbutalsoasymbolofhighersocialposition 2 Thus theproducthasasecondaryfunction asymbolofsocialposition Diorcellphone 3 Durabilityandqualityareveryimportantparttobeconsidered 4 thefourthcharacteristicismethodofoperation Thisindicatesthataproductshouldbedesignedaccordingtotheconditionsofitstargetmarket Forexample intheUKandAustralia driversisontheright whileinChina driverssightontheleft Anautomobilemarketermusttakethisintoconsiderationwhendoingproductdesign 5 Thelastfeatureismaintenance Theserviceofmaintenancevaryindifferentpartsoftheworld A O SMITH售后服务 2 Productclassification Traditionally classificationofproductisbasedonusers hencetheconsumergoodsandindustrialgoods 1 consumerproductsTheyareproductsboughtbyfinalconsumersforpersonalconsumption Basedonhowconsumersbuyingthem consumerproductscanbefurtherclassified A convenienceproducts 便利品 arethosethatconsumersusuallybuyfrequently Theyareusuallylowpricedandwidelyavailable Soap candy newspapersareinthiscatalog 胡蝶1940s力士香皂广告 B shoppingproducts 选购品 arethosepurchasedbyconsumersaftercharacteristiccomparisononsuchbasedasquality priceandstyle Eg furniture clothing usedcars usedcars宝马二手车广告 C specialtyproducts 特色产品 areconsumerproductswithspecialfeaturesorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakespecialpurchaseeffort Eg specificbrandsandtypescars high pricedsportsequipment hand madedress 法拉利中国限量版艺术跑车全球仅1辆 高级定制婚纱 D unsought 突发的 products 非渴求产品 areconsumerproductsthattheconsumereitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuying Eg lifeinsurance blooddonation 献血 2 industrialproductsTheyarethosepurchasedforfurtherprocessingorforuseinconductingabusiness 开展新的业务 3 Productstrategiesininternationalmarkets Thecontentsofaninternationalproductplan Whichcountrytheproductwillenter Howtochangetheoriginalproduct Whichproductshouldbeadded Whichbrandandpackageshouldbeused Whichserviceandguaranteeshouldbeoffered Whentooffertheproduct MainproductstrategiesusedininternationalmarketingProduct promotiondirectextension dualextension 产品和信息直接延伸策略Productdirectextension promotionadaptation产品直接延伸 信息传递改变策略Productadaptation promotiondirectextension产品修改 信息传递直接延伸策略Productadaptation promotionadaptation dualadaptation 产品和信息传递双调整策略Productinvention全新产品策略 Strategy1 product communicationsextension产品和信息直接延伸策略Thisstrategyisverylowcostandtakesthesameproductandcommunicationstrategyintoothermarkets 如果产品的效用和使用方式在国内外市场完全相同 可以直接将产品出口 在国际市场上采用相同的产品信息传递策略 树立相同的产品形象 Eg TheCocaColacompanysellthesameproductsinbothhomemarketandinternationalmarket Anditusethesamecommunicationwithallkindsofconsumers Soitbuildsthesameproductimagesbetweenhomemarketandoverseamarkets 3PofCocaCola 无处不在Pervasiveness 心中首选Preference 物有所值Pricetovalue Strategy2 Productdirectextension promotionadaptation产品直接延伸 信息传递改变策略Iftheproductbasicallyfitsthedifferentneedsorsegmentsofamarket itmayneedanadjustmentinmarketingcommunicationsonly butdifferentproductfunctionshavetobeidentified Eg totranslatethebrandname P G 宝洁 Strategy3 Productadaptation promotiondirectextension产品修改 信息传递直接延伸策略Theproductisadaptedtofitusageconditionsbutthecommunicationstaysthesame Strategy4 Productadaptation promotionadaptation dualadaptation 产品和信息传递双调整策略Bothproductandcommunicationstrategiesneedattentiontofitthepeculiarneedofthemarket 上海通用别克系列中的新世纪车型经过改进后被冠以 君威 的名字重新上市 销量大增 Strategy5 Productinvention全新产品策略Thisneedsatotallynewideatofittheconditionsofmarket ThisisverymuchastrategythatcouldbeidealinaThirdWorldsituation Thedevelopmentcostsmaybehigh buttheadvantagesarealsoveryhigh 4 Somepitfallsinproductdecisions产品决策中的误区 1 Productisproduct Whenconsumerspurchasegoods theypurchasetheserviceneededwiththegoods 2 Biggerisbetter Consumerspaymoreattentiontofitnessthansize 3 Allchangeisgood Eg CocaColaoncetriedtomodifytheingredientsofcocaandsonfoundoutitdidnotworkasthecompanyhadexpected Theywereforcedtokeepitsoriginalformula Thesecaseindicatesthatsometimes changesareworsethananythingelse Itiscostlyandmaychangeabrandratherthanimproveit Beside whatconsumerswantisanimprovedproduct 4 Nobodycanresistabargain Consumerstendtobelievethatlowpricemeanslowquality Whenthepriceofaproductdecreases theymaybesuspiciousabouttheproduct squality Socompaniesneedtobeverycautiouseachtimetheywanttomakeuseofdiscountingtoattractpotentialconsumers Brandimageisimportantinthelongrun 5 Peopleloveluxury Peopledopreferluxuryinmostcase theproblemisthattheyarenotwillingtoornotabletoaffordit Aluxuryorientedproductisnotlikelytohavealargemarketpote