Chapter11 Exercises

Chapter 11 Product Decisions

Key sections

Product Concepts

Product Positioning

Product Design Consideration

Attitudes Toward Country of Origin

New Products in Global Marketing

Exercises

I. Discussion questions

1.What is the difference between an international and a global product? Cite examples. (P334)

2. Does a global brand have a similar image, positioning and market mix? (P334)

3. What factors should global marketers consider when making product design decisions? (P342)

4.How can buyer attitudes about a product’s country of origin affect marketing

strategy? (P334-345) (The answer below is a reference.)

The existence of stereotyped attitudes toward foreign products may either favour or hinder the marketer’s efforts. If a country is good at manufacturing a particular line of product, customers around the world will be likely to buy the product made in the country. A country’s reputation and image, customers’ preferences to domestic or foreign products are the main factors influencing buyers’ purchase decisions.

II. Explain the concepts below in English

High-tech product

High-touch product

Product saturation level

III. Learn the following words by heart

physical, psychological and symbolic attributes物理特性，心理特性和象征特性consumer and industrial goods 消费品和工业品

specialty goods 特制品

life-span 寿命

rollout strategy 首次展示战略

marketing mix 市场组合

cheese and yogurt 干酪和酸奶

a premium-priced and packaged cosmetic line 包装精美的高价化妆品

attribute and benefit 属性与效能

reliability and durability 可靠性与耐久性

to use a slogan in an ad. 使用广告词

product saturation levels 产品饱和度

preference 偏好

labeling and instructions 标签与使用说明（书）

the facts of life 生活中的严峻现实

country of origin 原产国

stereotyped attitude 刻板的态度

to be synonymous with quality engineering 工业品质量的同义词

style, chic and reputation 时尚、别致的款式和名誉

Country image is not uniform. 国家形象因地而异。

overwhelming margin 处于压倒性地位

to overcome prejudice 克服偏见

to export components for the instruments 出口设备的构件

neutral packing 中性包装

geography expansion 区域扩张

to establish screening grids 建立筛选网

full-scale introduction of a new product 全方位引入新产品

to excel at innovation 擅长创新

IV. Case study

Step1 Read the story of SMH (P329-330)

Step 2 Try to analyze the features of the product of “Swatch Watch” according to the direction below.

●Product and brand

Is it a consumer or an industrial product? Is it an international or a global product?

产品和品牌

这是一个消费者或者工业产品?它是国际或一个全球性的产品?

●Product positioning

What about its attribute and benefit?

What about its quality, price and saturation?

What about its user (market segmentation), market positioning?

What is the reason, you think, that SMH was failed when it tried to develop a battery-powered “Swatch car”?

产品定位

是多少属性和利益?

是多少质量、价格和饱和度吗?

使用者(是多少市场细分)、市场定位吗?

理由是什么,你认为,SMH时并没有尝试发展电池驱动的“样本汽车”吗? Step 3Write down your analysis in about 150-200 words in English. (The Time to hand in will be notified.)