国际营销_Int27l_Mktg_14th_MGH_12

1、I n t e r n a t i o n a l M a r k e t i n g,Products and Services for Consumers Chapter 12,1 4 t h E d i t i o n P h i l i p R. C a t e o r a M a r y C. G i l l y J o h n L . G r a h a m,McGraw-Hill/Irwin International Marketing 14/e,Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reser

2、ved.,12-2,What Should You Learn?,The importance of offering a product suitable for the intended market The relationship between product acceptance and the market into which it is introduced The importance of quality and how quality is defined Country-of-origin effects on product image Physical, mand

3、atory, and cultural requirements for product adaptation The need to view all attributes of a product in order to overcome resistance to acceptance,12-3,Global Perspective Hong Kong Disney Rolls the Dice Again,Tokyo Disneyland successful EuroDisney disaster Hong Kong Disneyland open for business Oppo

4、rtunities and challenges for international marketers of consumer goods and services are great and diverse Any marketing firms goal should be quality products and services that meet the needs and wants of consumers at an affordable price,12-4,Quality,Shift to a customers market Increased customer kno

5、wledge The customer defines quality The cost and quality of a product Among the most important criteria by which purchases are made Quality can be defined on two dimensions Market-perceived quality Performance quality Most consumers expect performance quality In many industries quality is measured b

6、y third parties JD Power and Associates,12-5,Maintaining Quality,Damage in the distribution chain Russian chocolate Quality is essential for success in todays competitive global market The decision to standardize or adapt a product is crucial in delivering quality,12-6,Physical or Mandatory Requirem

7、ents and Adaptation,Product homologation Product adaptation requirements Legal Economic Political Technological Climate,12-7,Green Marketing and Product Development,Green marketing concerns the environmental consequences of a variety of marketing activities Critical issues affecting product developm

8、ent Control of the packaging component of solid waste Consumer demand for environmentally friendly products European Commission guidelines for ecolabeling Laws to control solid waste,12-8,Products and Culture,A product is the sum of the physical and psychological satisfactions it provides the user P

9、rimary function Psychological attributes The need for cultural adaptation is often necessary, affected by how the product conforms Norms Values Behavior patterns,12-9,Innovative Products and Adaptation,Determining the degree of newness as perceived by the intended market Diffusion Established patter

10、ns of consumption and behavior Foreign marketing goal Gaining the largest number of consumers in the market In the shortest span of time Probable rate of acceptance,12-10,Diffusion of Innovations,Crucial elements in the diffusion of new ideas An innovation Which is communicated through certain chann

11、els Over time Among the members of a social system The element of time Variables affecting the rate of diffusion of an object Degree of perceived newness Perceived attributes of the innovation Method used to communicate the idea,12-11,Five Characteristics of an Innovation,Relative advantage Compatib

12、ility Complexity Trialability Observability,12-12,Production of Innovations,Inventiveness of companies and countries Expenditures Japanese solutions American-style education programs American design centers New ideas come from a variety of sources Countries, Acquisitions Global collaborations,12-13,

13、Analyzing Product Components for Adaptation,Product is multidimensional Sum of its features determines the bundle of satisfactions (utilities) received by consumer Three distinct components Core Packaging Support services,12-14,Product Component Model,Exhibit 12.1,12-15,Core Components,Product platf

14、orm Design features Functional features,12-16,Packaging Component,Price Quality Packages Styling Trademark Brand name,12-17,Support Services Component,Deliveries Warranty Spare parts Repair and maintenance Installation Instructions Other related services,12-18,Marketing Consumer Services Globally,Co

15、nsumer services characteristics Intangibility Inseparability Heterogeneity Perishability A service can be marketed As an industrial (business-to-business) A consumer service,12-19,Services Opportunities in Global Markets,Tourism Transportation Financial services Education Communications Entertainmen

16、t Information Health care,12-20,Barriers to Entering Global Markets for Consumer Services,Protectionism Restrictions on transborder data flows Protection of intellectual property Cultural barriers and adaptation,12-21,Brands in International Markets,A global brand is the worldwide use of a name, ter

17、m, sign, symbol, design, or combination Intended to identify goods or services of one seller To differentiate them from those of competitors Importance is unquestionable Most valuable company resource,12-22,Top Twenty Brands,Exhibit 12.2,12-23,Global Brands,The Internet and other technologies accele

18、rate the pace of the globalization of brands Ideally gives the company a uniform worldwide image Balance Ability to translate,12-24,National Brands,Acquiring national brand names Using global brand names Nationalistic pride impact on brands Use global brands where possible and national brands where

19、necessary,12-25,Country-of-Origin effect Influences that the country of manufacture, assembly, or design Has on a consumers positive or negative perception of a product Consumers have broad but somewhat vague stereotypes about specific countries and specific product categories that they judge “best”

20、 Ethnocentrism,Country-of-Origin Effects and Global Brands,12-26,Countries are stereotyped On the basis of whether they are industrialized In the process of industrializing In process of developing Technical products Perception of one manufactured in a less-developed or newly industrializing country

21、 less positive Fads often surround product from particular countries or regions,Country-of-Origin Effects and Global Brands,12-27,Private Brands,Growing as challengers to manufacturers brands Private labels Provide the retailer with high margins Receive preferential shelf space and in-store promotion Are quality products at low prices Manufacturers brands must be competitively pric