英文课件 国际市场营销 chapter 10

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(1) core component, (2) packaging component, and (3) support services component • These components include all a product’s tangible and intangible elements and provide the bundle of utilities the market receives from use of the product
Physical or Mandatory Requirements and Adaptation
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Products may have to change in a number of ways to meet the physical or mandatory requirements of a new market, ranging from simple package changes to total redesign of the physical core product Product homologation is used to describe the changes mandated by local product and service standards • Legal, economic, political, technological, and climatic requirements of the local marketplace often dictate product adaptation Changes may also have to be made to accommodate climatic differences
Quality
• • Intense global competition is placing new emphasis on manufacturing quality products Quality, as a competitive tool, is the deciding factor in world markets
Barriers to Entering Global Markets for Consumer Services • Most services are inseparable and require production and consumption to occur almost simultaneously; thus, exporting is not a viable entry method for them Globally, consumer services marketers face the following four barriers: protectionism, controls on transborder data flows, protection of intellectual property, and cultural requirements for adaptation
Quality can be defined on two dimensions: (1) market-perceived quality and (2) performance quality • • • Quality is associated with customer satisfaction Quality is also measured in many industries by objective third parties such as JD Power and Associates Customer satisfaction indexes developed are now being used to measure satisfaction across a wide variety of consumer products and services
Introduction
• The opportunities for international marketers of consumer goods and services today have never been greater • New consumers are springing up in many emerging markets, which promise to be huge markets in the future • In the more mature markets consumers’ tastes become more sophisticated and complex due to increases in purchasing power • The difference between tangible products and services • The difference between business-to-consumer and business-tobusiness markets
Chapter 10
Products and Services for Consumers
Chapter Learning Objectives
1. The importance of offering a product suitable for the intended market 2. The relationship between product acceptance and the market into which it is introduced 3. The importance of quality and how quality is defined
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Green Marketing and Product Development • At the forefront of the “green movement,” with strong public opinion and specific legislation favoring environmentally friendly marketing and products • Green marketing is a term used to identify concern with the environmental consequences of a variety of marketing activities • The designation that a product is “environmentally friendly” is voluntary, and environmental success depends on the consumer selecting the eco-friendly product • In some countries each level of the distribution chain is responsible for returning all packaging, packing, and other waste materials up the chain
t Components for Adaptation • A product is multidimensional, and the sum of all its features determines the bundle of satisfactions (utilities) received by the consumer The many dimensions of products can be divided into three distinct components:
The many dimensions of a product can be divided into three distinct components as illustrated in the model below:
Marketing Consumer Services Globally Advice regarding adapting products for international consumer markets also applies to adapting services or intangible products However, many consumer services are distinguished by four unique characteristics: 1. 2. 3. 4. • intangibility, inseparability, heterogeneity, and perishability There are several services opportunities in global markets from travel and tourism, TV, movies, to financial services
Products and Culture
A product is more than a physical item: It is a bundle of satisfactions (or utilities) that the buyer receives
1. Facets of products include its form, taste, color, odor, and texture; how it functions in use; the package; the label; the warranty; manufacturer’s and retailer’s servicing; the confidence or prestige enjoyed by the brand; the manufacturer’s reputation; The adoption of some products by consumers can be affected as much by how the product concept conforms with norms, values, and behavior patterns Thus, many facets of products are influenced by culture, which markets must pay attention to
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Brands in International Markets
A global brand is defined as the worldwide use of a name, term, sign, symbol (visual and/or auditory), design, or combination thereof intended to identify goods or services of one seller and to differentiate them from those of competitors A successful brand is the most valuable resource of a company Brand image is at the very core of business identity and strategy 1. Global brands such as Kodak, Sony, Coca-Cola, McDonald’s, Toyota, and Marlboro play an important role in that process Perceived brand “globalness” leads to increases in sales
Chapter Learning Objectives
4. Country-of-origin effects on product image 5. Physical, mandatory, and cultural requirements for product adaptation 6. The need to view all attributes of a product in order to overcome resistance to acceptance