第十章：面向消费者的产品和服务
合集下载
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
<国际市场营销学> 陈颖 国际市场营销学> 工商管理学院
10.1 Quality
10.1d eco-label
* No country’s laws yet require products to carry an eco-label to be sold． * The designation that a product is “environmentally friendly” is voluntary, and environmental success depends on the consumer selecting the eco-friendly product．
<国际市场营销学> 陈颖 国际市场营销学> 工商管理学院
10.1 Quality
10.1a Quality Defined
Market-Perceived Quality Performance Quality
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.1 Quality
10.1a Quality Defined
<国际市场营销学> 陈颖 国际市场营销学> 工商管理学院
10.1 Quality
10.1d eco-label
* Since the introduction of the eco-1abel idea, Hoover washing machines are the only products that gained approval for the eco-1abel * The global marketer should not view green marketing as a European problem; concern for the environment is worldwide and similar 1egislation is sure to surface elsewhere.
How about the quality of your product? The Market-Perceived quality and Performance quality.
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.1 Quality
10.1b Physical/Mandatory Requirements & Adaptations
<国际市场营销学> 陈颖 国际市场营销学> 工商管理学院
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.1 Quality
10.1b Physical/Mandatory Requirements & Adaptations
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. 国际市场营销学> <国际市场营销学> 陈颖 工商管理学院
reduce, recycle, reuse
<国际市场营销学> 陈颖 国际市场营销学> 工商管理学院
10.1 Quality
10.1c Green Marketing and Product Development
Europe is at the forefront of the “green movement”
10.1 Quality
10.1b Physical/Mandatory Requirements & Adaptations
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. Cultural adaptations: to adapt products to national tastes. 国际市场营销学> <国际市场营销学> 陈颖 工商管理学院
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.1 Quality
10.1a Quality Defined
Cost & Quality: the most important criteria by which purchase are made. Intense global competition is placing new emphasis on manufacturing quality products. Quality, as a competitive tool, is the deciding factor in world markets.
<国际市场营销学> 陈颖 国际市场营销学> 工商管理学院
How can we do the green marketing of your product?
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.2 Products and Culture Facets of products include its form, taste, color, odor, package; the label; the warranty; retailer’s servicing… The adoption of some products by consumers can be affected as much by how the product concept conforms with norms, values and behavior patterns
with strong public opinion and specific legislation favoring environmentally friendly marketing and products. Two critical issues that affect product development are the control of the packaging component of solid waste and consumer demand for environmentally friendly products.
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.1 Quality
10.1b Physical/Mandatory Requirements & Adaptations
A recent study reaffirmed the often-reported finding that mandatory adaptations were more frequently the reason for product adaptation than adapting for cultural reasons.
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.1 Quality
10.1c Green Marketing and Product Development
Green marketing is a term used to identify concern with the environmental consequences of a variety of marketing activities. 3Rs –
Chapter
1
The Scope and Challenge of International Marketing
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
Chapter
10
Products and Services for Consumers
第十章： 第十章：面向消费者的产品和服务
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 .
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.3 Analyzing Product Components for Adaptation
10.3a Product Concepts
A product is a good, service, or idea,…. Any market offering to satisfy the need and demand:
Physical goods Properties Information Experiences Persons - Tangible Attributes - Intangible Attributes Services Organizations Ideas Events Places
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.1 Quality
10.1d eco-label
* The European Commission (EC) issued guidelines for eco-labeling that became operational in 1992． * Under the directive, a product is evaluated on all significant environmental effects throughout its life cycle, from manufacturing to disposal--a cradle-to-grave approach．
<国际市场营销学> 陈颖 国际市场营销学> 工商管理学院
Chapter Outline
10.1 Quality 10.2 Products and Culture 10.3 Analyzing Product Components for Adaptation 10.4 Marketing Consumer Services Globally 10.5 Brands in International Markets
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.2 Products and Culture
10.2c Characteristics of Innovation
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
Discuss the innovation of your product.
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.2 Products and Culture
10.2a The Extraneous Variables
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
Байду номын сангаас
10.2 Products and Culture
10.2b Degree of Newness
10.1 Quality
10.1d eco-label
* No country’s laws yet require products to carry an eco-label to be sold． * The designation that a product is “environmentally friendly” is voluntary, and environmental success depends on the consumer selecting the eco-friendly product．
<国际市场营销学> 陈颖 国际市场营销学> 工商管理学院
10.1 Quality
10.1a Quality Defined
Market-Perceived Quality Performance Quality
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.1 Quality
10.1a Quality Defined
<国际市场营销学> 陈颖 国际市场营销学> 工商管理学院
10.1 Quality
10.1d eco-label
* Since the introduction of the eco-1abel idea, Hoover washing machines are the only products that gained approval for the eco-1abel * The global marketer should not view green marketing as a European problem; concern for the environment is worldwide and similar 1egislation is sure to surface elsewhere.
How about the quality of your product? The Market-Perceived quality and Performance quality.
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.1 Quality
10.1b Physical/Mandatory Requirements & Adaptations
<国际市场营销学> 陈颖 国际市场营销学> 工商管理学院
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.1 Quality
10.1b Physical/Mandatory Requirements & Adaptations
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. 国际市场营销学> <国际市场营销学> 陈颖 工商管理学院
reduce, recycle, reuse
<国际市场营销学> 陈颖 国际市场营销学> 工商管理学院
10.1 Quality
10.1c Green Marketing and Product Development
Europe is at the forefront of the “green movement”
10.1 Quality
10.1b Physical/Mandatory Requirements & Adaptations
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. Cultural adaptations: to adapt products to national tastes. 国际市场营销学> <国际市场营销学> 陈颖 工商管理学院
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.1 Quality
10.1a Quality Defined
Cost & Quality: the most important criteria by which purchase are made. Intense global competition is placing new emphasis on manufacturing quality products. Quality, as a competitive tool, is the deciding factor in world markets.
<国际市场营销学> 陈颖 国际市场营销学> 工商管理学院
How can we do the green marketing of your product?
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.2 Products and Culture Facets of products include its form, taste, color, odor, package; the label; the warranty; retailer’s servicing… The adoption of some products by consumers can be affected as much by how the product concept conforms with norms, values and behavior patterns
with strong public opinion and specific legislation favoring environmentally friendly marketing and products. Two critical issues that affect product development are the control of the packaging component of solid waste and consumer demand for environmentally friendly products.
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.1 Quality
10.1b Physical/Mandatory Requirements & Adaptations
A recent study reaffirmed the often-reported finding that mandatory adaptations were more frequently the reason for product adaptation than adapting for cultural reasons.
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.1 Quality
10.1c Green Marketing and Product Development
Green marketing is a term used to identify concern with the environmental consequences of a variety of marketing activities. 3Rs –
Chapter
1
The Scope and Challenge of International Marketing
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
Chapter
10
Products and Services for Consumers
第十章： 第十章：面向消费者的产品和服务
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 .
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.3 Analyzing Product Components for Adaptation
10.3a Product Concepts
A product is a good, service, or idea,…. Any market offering to satisfy the need and demand:
Physical goods Properties Information Experiences Persons - Tangible Attributes - Intangible Attributes Services Organizations Ideas Events Places
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.1 Quality
10.1d eco-label
* The European Commission (EC) issued guidelines for eco-labeling that became operational in 1992． * Under the directive, a product is evaluated on all significant environmental effects throughout its life cycle, from manufacturing to disposal--a cradle-to-grave approach．
<国际市场营销学> 陈颖 国际市场营销学> 工商管理学院
Chapter Outline
10.1 Quality 10.2 Products and Culture 10.3 Analyzing Product Components for Adaptation 10.4 Marketing Consumer Services Globally 10.5 Brands in International Markets
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.2 Products and Culture
10.2c Characteristics of Innovation
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
Discuss the innovation of your product.
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
10.2 Products and Culture
10.2a The Extraneous Variables
<国际市场营销学> 陈颖 国际市场营销学>
工商管理学院
Байду номын сангаас
10.2 Products and Culture
10.2b Degree of Newness