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Product - Standard is at Ion v Adaptation 10

Product - Standard is at Ion v Adaptation 10

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Published by domaincontroller
marketting
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Published by: domaincontroller on Feb 13, 2010
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09/08/2010

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Product decisions -Standardisation v Adaptation
Three levels of productGlobal productsAdvantages/disadvantages of standardisationProblems with standardisationBrand globalisation potential
 
 
Core benefitor serviceInstallationWarranty
After-salesserviceDeliveryandcredit
PackagingQualityStylingBrandname
Features
AugmentedproductActualproductCoreproduct
Three levels of product
 
 
Global Products
Localisation
of a product or service to fit localregulation and usage requirements e.g. localvoltages and safety laws
Adaptation
fits the product to buyer preferencese.g. Air-conditioning in USA
Standardised 
global products are not adapted tolocal preferences, but must still be localised. E.gCoca-Cola obey local hygiene laws

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