国际市场营销第七章国际市场产品策略.ppt

Chapter7InternationalProductStrategy 国际产品策略 1 Case raceforspeed powerandstatuswithanewgenerationofluxurycars Thedynamicsofchangehavenevermorenoticeableintheluxurycarbusiness InrecentyearsToyota sLexusLS400was topdog becauseofitsunobtrusivestyling aquietandsmoothrideandaweakyen ButthestatesofaffluentAmericancarbuyershavechanged theyenhasstrengthenedconsiderablyandMercedes BensandBMWhaveroaredbackwithanimpressivearrayofnewmodels 2 1OverviewofInternationalProductStrategy 1 what saproduct Aproductiseverythingthatsatisfiesawantorneedthroughuse consumptionoracquisition Thustheproductsincludesobjective TVs radios cars service medical education place NewYork Moscow people Bush HuJintao activities enteringacontestorvisitingaweight lossclinic andidea haveyouhuggedyourkidstoday 3 Corebenefit Brand Price Quality Model Package After saleservices Direction training Maintain repair Delivery Installation Fittings Warranty Tangiblefeature 4 2 Productclassification Consumergoodscouldbedividedintoanumberofsubgroupsbasedonhowconsumersthink feelandshopforproducts Anunderstandingoftheseclassesorgroupsisimportantindevelopingstrategiesandactionplans Thesesubgroupvaryprimarilyintheamountandkindofeffortconsumersexertinbuyingtheproductinvolved thuseachtyperequiresadifferentstrategyinvolvingadifferentsetofstrategyelements 5 1 Convenienceproducts方便品Convenienceproductsaretypicallypurchasedwithaslittleeffortaspossible frequentlyandinsmallquantities 指顾客经常购买或即刻购买 并几乎不作购买比较和购买努力的商品 Usuallyconvenienceproductsarelowinpriceandavailableinavarietyofretailoutlets Convenienceproductscanbefurthersubdividedintostaplegoods impulsegoods andemergencygoods 6 2 Shoppinggoods选购品Shoppinggoodsareproductsconsumersordinarilyspendconsiderableefforttobuy 消费者在选购过程中 对产品的适用性 质量 价格和式样等基本方面要作有针对性比较的产品 Consumersshoparoundtocomparecompetingproduct sfeaturesandpricesbeforemakingapurchase Comparedwithconvenienceproducts shoppinggoodsaremoreexpensive areavailableinsubstantiallyfewerstoresandrelyheavilyonpersonalselling 7 3 Specialtyproducts特殊品Specialtyproductsaresufficientlyimportanttopersonsthattheymakeaspecialefforttopurchasethem 具有独有特征和 或 品牌标记的产品 对这些独特性的产品 有相当多的购买者一般都愿意为此付出特别的购买努力 Inmanycasesconsumersareunwillingtoacceptasubstituteforthepreferredproducts Retailersareespeciallyimportanttothesuccessofspecialtyproducts thusmarketersofsuchgoodsusuallylimittheirdistributioninanefforttogetstronglocalsalessupport 8 4 Unsoughtgoods非渴求品Unsoughtgoodsareproductsthatconsumersdonotyetknowabout ortheyhaveknownaboutbuthaven tconsideredbuying 消费者未曾听说过或即便是听说过一般也不想购买的产品 Unsoughtgoodstypicallyrequireconsiderablemarketingeffortespeciallyadvertisingandpersonalselling 9 Exhibit Marketing strategyimplicationofconsumersgoodsclassification Examples 1 dentifrice soap razorblades magazines manypackagedfoodproducts 2 colorTVs cars majorappliances homes 3 musicalinstruments stereoequipment somebrandsofmen sclothing 4 certainmedicalservices personalliabilityinsurance encyclopedias Strategyelementsstressed 1 Maximumdistribution consumeradvertising merchandising 2 Availableinlimitednumberofstores personalsellingimportant limitedtoextensiveadvertising selleroftenoffersfinancing warrantiesandpost purchasedservices 3 Limiteddistribution highprices strongadvertisingtopromotebranduniquenessandtoinformwhereavailablelocally 4 Strongpromotion includingpersonalselling 10 3 Productquality BothdifferentiatedanalyzeranddefenderSBUsattempttodifferentiatetheirestablishedproductsisbyofferingsuperiorquality Qualityislinkedtoprofitabilityandmarket shareposition whichhavealertedmanagerstoquality scompetitivepotential 11 1 What squality Theeffectofqualityonmarketshareislikelytodependonthedefinitionofquality Qualityisdefinedasmarket perceivedquality 市场感知质量 includingreliability superioresthetics howaproductlooksandfeels orconformance degreetowhichtheproductsmeetsprescribedstandards Inthiscase therelationshiptomarketshareisapttobepositive 12 Qualityisalsodefinedasperformancequality 性能质量 whichmeanssuperiorperformanceormorefeatures Inthiscase theproductislikelytomoreexpensivetoproduceandwellsellinsmalleramountsbecauseofahigherprice 13 Inthemarketfullofmanychooseandcompete mostconsumersaresupposedtogainperformancequality Iftheproductcouldnotmeetthestandard itwouldbeabandon Ifitmeettheperformancestandardandtherearedifferentproductsinthemarket theconsumerswouldpaymoreattentiontothemarket perceivedquality 14 2 Qualitymaintenance Itisveryimportanttomaintainbothmarket perceivedqualityandperformancequality Qualityisnotonlynecessarybutalsoimportanttobesuccessinpresentdog eat doginternationalmarket Sotostandardizeandimprovetheproductholdthebalancetoassurethequality 15 Case ChocolateinRussia 上个世纪90年代 Mars Snickers Waldbaur Cadbury和其他西方巧克力品牌开始进入俄罗斯 非常畅销 前十名中只有一个俄罗斯本土的品牌五年后 俄罗斯品牌在前十名中夺回8个 只有Mars的德芙还保持着较强的竞争实力俄罗斯的红色十月巧克力表现尤其突出 主要靠性能质量和市场感知质量取胜 16 3 Qualityimprovement Tomeetthephysicalorcompellingrequirementofdifferentcountry it sprobabletoimprovetheproductinseveralfacet includingfromsimplepackagetoredesignthecoreproduct Thephysicalorcompellingrequirementincludelegal economic political technology climate cultureandsoon Totemporizethetrendofgreenmarketing 17 强迫性改进原因文化 法律 政治 技术和气候等因素的要求任意性改进原因国外市场收入水平消费者偏好教育水平和技术复杂程度 18 19 2InternationalBrandingStrategy Overviewofbranding 1 What stheroleofbranding Itidentifiesandhelpsdifferentiatethegoodsorservicesofonesellerfromthoseofanother 2 What sitsconstitution Itconsistofaname sign symbolorsomecombinationthereof 20 Abrandmarkissomethingthatcannotbeverbalized suchasasymbol designoruniquepacking eg Atrademarkissimplyabrandorsomepartofabrandthatlegallybelongsexclusivelytogivenseller 21 3 What sthefunctionofbrand Brand sfunction Todifferentiatethegoodsfromthecompetitor sproductToprotectthefirm sownproductToadministertosegmentmarketToadministerbuildthefirm simageTobuildcompetitiveadvantagefortheseller 22 2007年 商业周刊 世界最有价值品牌前十名 第一名 可口可乐品牌价值 653 24亿美元第二名 微软品牌价值 587 09亿美元第三名 IBM品牌价值 570 91亿美元第四名 通用电器品牌价值 515 69亿美元第五名 诺基亚品牌价值 336 96亿美元第六名 丰田汽车品牌价值 320 70亿美元第七名 英特尔品牌价值 309 54亿美元第八名 麦当劳品牌价值 240 4亿美元第九名 迪斯尼品牌价值 226 7亿美元第十名 梅赛德斯 奔驰品牌价值 221 3亿美元 23 4 What sthesenseofbranding Fortheconsumers Brandingisimportanttoconsumersbecauseitsimplifiesshopping facilitatestheprocessingofinformationconcernedwithpurchaseoptions providesconfidencethattheconsumerhasmaketherightdecision helpstoensurequalityandoftensatisfiescertainstatusneeds 24 Forthesellers Brandingalsobenefitssellersbyenhancingtheeffectivenessoftheirmarketingprograms particularthoseconcernedwithpromotion brandloyaltywhich inturn leadstogreaterprofitabilitysinceitcostslesstoretaincustomersthantoacquirenewones theopportunitiesforsuccessfullyfromlaunchingbrandextension pricesandmarginsresultingfromacompetitiveadvantage channelrelationships 25 5 InternationalBrandStrategy 1 Globalbrand全球品牌Definition Itisaname sign symbolorsomecombinationthereofwhichareusedintheworldwideareaaimingatdifferentiatingthegoodsorservicesofonesellerfromthoseofanotherThemeritsforthesestrategy Ithelptoadvancetheefficiencyandreducecost 26 2 Individualbrandandglobalbrand个别品牌和全球品牌IndividualbrandDefinition Itisthebrandusedincertaincountryorarea Thereason Thepressurefromhostgovernmentandnationalism sosometimesit salsobecallednationbrandTheapproach Topurchaseoremergelocalwell knownbrand itmeanstousethelocalmanufacturebrandevenprivatebrand制造商品牌和私人品牌 如在英国和瑞士 私人品牌占领了大约30 的市场 在法国和德国也超过20 27 3 Countryoforigin COE andglobalbrand原产地效应品牌和全球品牌COEmeanstheeffectmadebythedesign manufactureandassemblingcountryoftheproducttotheconsumers 捷克曾对消费者作过一次调查 72 的日本产品被认为是精品 德国 瑞士 捷克的优质产品的比例分别为 51 48 32 28 3InternationalPackageStrategy 包装的作用保护商品产品的种类运输服务气候分销时间的长短促销商品双重用途包装生态包装考虑各国零售商的大小 29 4GlobalProductStrategies FiveGlobalProductandPromotionStrategies 30 1 GlobalProductStrategies StraightProductExtension Marketingaproductinaforeignmarketwithoutanychange ProductAdaptation Adaptingaproducttomeetlocalconditionsorwantsinforeignmarkets ProductInvention Creatingnewproductsorservicesforforeignmarkets 31 Payattentiontotheproductlifecycle产品生命周期实例 吉利公司推出许多种不同的剃须刀片 双面不锈刚刀片在非洲 亚洲和拉丁美洲国家市场非常畅销 而在美国已经处于衰退期 32 2 NewProductDevelopmentStrategy Whydosethefirmcarryoutnewproductdevelopment Highrisk highreturnTechnologicalinnovationHowtodecideLocationofRaffluentconsumersIntensecompetition 33 IntegrateR D marketingandProductionEnsure Productdevelopmentdrivenbycustome