消费者的产品和服务

消费者的产品和服务ProductsandServicesforConsumersChapter12GlobalPerspectiveDisney’sexperiencesinternationallyTokyoDisneyEuroDisneyHongKongDisney(2006)QualityQualityDefined:Definedin2ways:1.“Market-perceived”qualityHowdoesthemarket(consumer)perceivethequalityoftheproductorservice2.“Performance”qualityWhatistheoverall“performance”oftheproductorservice(firm’sperspective)Tendstobefocusedonattributesorfeaturesormeetingcertain“performance”criteriaQualityPhysicalorMandatoryRequirementsandAdaptationManycountriesrequire“homologation”RequireschangestobemadetoproductsbasedonlocalproductandservicestandardsMandatoryadaptationvs.culturaladaptationManybelieveadaptationoccursmostoftenbaseduponlocallaws,orpoliciesthatareeconomic,politicalorenvironmentalGreenMarketingandProductDevelopmentQualityofProductsHowcultureplaysanimportantroleinidentifyingqualityAproductismorethanaphysicalitem;itcanbecharacterizedas:“abundleofsatisfaction(orutilities)thatthebuyerreceives”Manytimesthisrequiresadaptingnamesofproducts,appealofproducts,etc…InnovativeProductsandAdaptationProductDiffusion1.Defined:“processbywhichinnovationspreads”2.“Crucialelements”ofdiffusionofnewideasare(EverettRogers):1)aninnovation;2)whichiscommunicatedthrucertainchannels3)overtime4)amongmembersofasocialsystemQualityofProductsDiffusionofproducts3.Importantvariablethataffecttherateofdiffusion:A.ThedegreeofperceivednewnessB.TheperceivedattributesofinnovationC.ThemethodsusedtocommunicatetheideaQualityofProductsDiffusionofproducts4.The5characteristicsthataffectthe“rateofacceptance”1.RelativeAdvantage(marginalvalueofnewvs.old)2.Compatibility(tovalues,norms)3.Complexity(morecomplex,moretime)4.Trialability(riskassociatedwithproductuse)5.Observability(howeasilybenefitsarecommunicated)CrossingBorders12.3pg.352–“SothisisWhatisCalledanInnovation-ButdoesitFlush?QualityofProductsAnalyzingProductsthru:TheProductComponentModelex.12.1pg.3541.CoreComponentPhysicalproduct2.PackagingComponentStyleofproduct(labeling,trademarks)3.SupportServicesComponentRepair,maintenance,instructions,installationMarketingServicesGloballyMarketingServicesGloballyAdaptationforservicesismuchlikeadaptationforproductsServicesareintangiblewheretheyare:InseparableHeterogeneousPerishableServiceOpportunitiesinGlobalMarketsTopserviceexports:1.Tourism2.Transportation3.Financialservices4.Education5.Telecommunications6.Entertainment7.Information8.HealthcareCrossingBorders12.6pg.361“HomecareIsn’tHomeDecorating”MarketingServicesGloballyBarrierstoServicesinenteringGlobalMarkets:1.Protectionism2.Restrictionsontrans-borderdataflowsTransferringpersonaldataonconsumersoverborders(income,spendingpreferences)conflictwithrightstoprivacy.3.Protectionofintellectualproperty4.CulturalBarriersandAdaptationForeigncompaniespoliciesor“waysofconductingbusiness”maybeconflictingwithhostcountryvaluesMarketingServicesGloballyBrandingMethods:1.GlobalBrandsUniformworldwide2.NationalBrandsCountryspecific3.PrivateBrandsNote:Country-of-or