消费者的产品和服务(ppt 12)

Innovative Products and Adaptation
• Product Diffusion
– 1. Defined:
• “process by which innovation spreads”
– 2. “Crucial elements” of diffusion of new ideas are (Everett Rogers):
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Quality
• Physical or Mandatory nts and Adaptation
– Many countries require “homologation”
• Requires changes to be made to products based on local product and service standards
– 3. Important variable that affect the rate of diffusion:
• A. The degree of perceived newness • B. The perceived attributes of innovation • C. The methods used to communicate the idea
– Defined in 2 ways:
• 1. “Market-perceived” quality
– How does the market (consumer) perceive the quality of the product or service
• 2. “Performance” quality
• 1) an innovation; 2) which is communicated thru certain channels 3) over time 4) among members of a social system
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Quality of Products
• Diffusion of products
– What is the overall “performance” of the product or service (firm’s perspective)
– Tends to be focused on attributes or features or meeting certain “performance” criteria
• “a bundle of satisfaction (or utilities) that the buyer receives”
– Many times this requires adapting names of products, appeal of products, etc…
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– Crossing Borders 12.3 pg. 352 – “So this is What is Called an Innovation- But does it Flush?
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Quality of Products
• Analyzing Products thru:
– The Product Component Model ex. 12.1 pg. 354
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Marketing Services Globally
• 1. Core Component
– Physical product
• 2. Packaging Component
– Style of product (labeling, trademarks)
• 3. Support Services Component
– Repair, maintenance, instructions, installation
– Green Marketing and Product Development
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Quality of Products
• How culture plays an important role in identifying quality
– A product is more than a physical item; it can be characterized as:
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Quality of Products
• Diffusion of products
– 4. The 5 characteristics that affect the “rate of acceptance”
• 1. Relative Advantage (marginal value of new vs. old) • 2. Compatibility (to values, norms) • 3. Complexity (more complex, more time) • 4. Trialability (risk associated with product use) • 5. Observability (how easily benefits are communicated)
– Mandatory adaptation vs. cultural adaptation
• Many believe adaptation occurs most often based upon local laws, or policies that are economic, political or environmental
消费者的产品和服务(ppt 12)
Global Perspective
• Disney’s experiences internationally
– Tokyo Disney – Euro Disney – Hong Kong Disney (2006)
2020/7/9
Quality
• Quality Defined: