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Class-16-International Marketing

Class-16-International Marketing

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Published by Siddharth

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Published by: Siddharth on Aug 30, 2009
Copyright:Attribution Non-commercial


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International Marketing (Class-16)
Arun Bhattacharyya
Faculty MemberJIM, Noida
“Product” for an overseas destination…
Producer/Supplier/ OwnerMarketCustomer/ Consumer
Attention,Acquisition,Use, ORConsumption
Satisfy aneed or want
Equivalent or greater value
Demand (Latent or Potential)
Physical good,Service,Organisation, People,Retail Store, Place,Idea
Home/ OffshoreUncertain &RiskyDifference in Culture
Profits/ Market Share
(Benefits – Price)f,c
Product (a package of benefits) may need modification
CorefunctionBrand(trustguarantee)Quality(perceived)Design(productspecs.)Format(ext.appearance)PackagingServices (Totaladd-ons)Delivery& creditWarrantyInstallationAftersalesservice(keepingintouch )
CoreserviceNecessaryservicesAddedservicesNestle modifying itscornflakes in Japan observingthat Japanese children usedthem for snacks & not forbreakfast as USP & G packaged diapers in pink wrapper in China. Consumersshunned it because pink symbolised a girl & in China withone-child-per-family, males arepreferred. You do not want anyoneto think you have a girl even if youdoIn rural Africa consumers havetrouble understanding thatVaseline Intensive Care lotion isabsorbed in the skin. ‘Absorbed ‘was changed to ‘soaks into’

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