国际市场营销课件第七章 国际市场产品策略

§1 Overview of International Product Strategy
1. what’s a product?
A product is everything that satisfies a want or need through use, consumption or acquisition. Thus the products includes objective (TVs, radios, cars), service (medical, education ), place (New York, Moscow ), people ( Bush, Hu Jintao), activities (entering a contest or visiting a weightloss clinic ) and idea ( have you hugged your kids today?)
2.Product classification
Consumer goods could be divided into a number of subgroups based on how consumers think, feel and shop for products. An understanding of these classes or groups is important in developing strategies and action plans. These subgroup vary primarily in the amount and kind of effort consumers exert in buying the product involved; thus each type requires a different strategy involving a different set of strategy elements.
Both differentiated analyzer and defender SBUs attempt to differentiate their established products is by offering superior quality. Quality is linked to profitability and marketshare position, which have alerted managers to quality’s competitive potential.
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.
(3) Specialty products 特殊品 Specialty products are sufficiently important to persons that they make a special effort to purchase them.具有独有特征和（或）品牌标记的产品，
Chapter 7 International Product Strategy 国际产品策略
Case: race for speed, power and status with a new generation of luxury cars
The dynamics of change have never more noticeable in the luxury car business. In recent years Toyota’s Lexus LS400 was “ top dog” because of its unobtrusive styling, a quiet and smooth ride and a weak yen. But the states of affluent American car buyers have changed, the yen has strengthened considerably and MercedesBens and BMW have roared back with an impressive array of new models.
听说过一般也不想购买的产品。
Unsought goods typically require considerable marketing effort especially advertising and personal selling.
Exhibit: Marketing-strategy implication of consumers goods classification
(2) Shopping goods 选购品 Shopping goods are products consumers ordinarily spend considerable effort to buy. 消费者 Consumers shop around to compare competing product’s features and prices before making a purchase. Compared with convenience products, shopping goods are more expensive, are available in substantially fewer stores and rely heavily on personal selling.
作购买比较和购买努力的商品. 作购买比较和购买努力的商品
Usually convenience products are low in price and available in a variety of retail outlets. Convenience products can be further subdivided into staple goods, impulse goods, and emergency goods.
(1) Maximum distribution, consumer advertising, merchandising (2) Available in limited number of stores, personal selling important, limited to extensive advertising, seller often offers financing, warranties and post-purchased services (3) Limited distribution, high prices, strong advertising to promote brand uniqueness and to inform where available locally (4) Strong promotion, including personal selling
(3) musical instruments, stereo equipment, some brands of men’s clothing (4) certain medical services, personal liability insurance, encyclopedias
3. Product quality
In the market full of many choose and compete, most consumers are supposed to gain performance quality. If the product could not meet the standard, it would be abandon. If it meet the performance standard and there are different products in the market, the consumers would pay more attention to the market- perceived quality.
(4) Unsought goods 非渴求品 Unsought goods are products that consumers do not yet know about, or they have known about but haven’t considered buying.消费者未曾听说过或即便是
After-sale services
Maintaiwk.baidu.com/ repair
Tangible feature Package Core benefit Brand
Direction/ training
Delivery Model
Price Fittings Quality
Installation
Warranty
(1) What’s quality?
The effect of quality on market share is likely to depend on the definition of quality. Quality is defined as market- perceived quality (市 场感知质量) , including reliability, superior esthetics (how a product looks and feels), or conformance (degree to which the products meets prescribed standards). In this case, the relationship to market share is apt to be positive.
Examples
(1) dentifrice, soap, razor blades, magazines, many packaged food products (2) color TVs, cars, major appliances, homes
Strategy elements stressed
(1) Convenience products方便品 方便品 Convenience products are typically purchased with as little effort as possible, frequently and in small quantities.指顾客经常购买或即刻购买，并几乎不 指顾客经常购买或即刻购买，
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。
In many cases consumers are unwilling to accept a substitute for the preferred products. Retailers are especially important to the success of specialty products; thus marketers of such goods usually limit their distribution in an effort to get strong local sales support.
Quality is also defined as performance quality (性能质量), which means superior performance or more features. In this case, the product is likely to more expensive to produce and well sell in smaller amounts because of a higher price.