Professional Documents
Culture Documents
Introduction
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The opportunities and challenges for international marketers of consumer goods and services today have never been greater or more diverse The lack of distinction between goods and services has led to the invention of new terms encompassing both products and services, such as market offerings and business-toconsumer marketing The trend for larger firms is toward becoming global in orientation and strategy
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Overview
Quality Products and culture
Innovative products and culture, diffusion of innovations, and production of innovations
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Quality
Shift to a customers market Increased customer knowledge The customer defines quality The cost and quality of a product
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Most consumers expect performance quality In many industries quality is measured by third parties
JD Power and Associates
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Maintaining Quality
Damage in the distribution chain
Russian chocolate
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Quality is essential for success in todays competitive global market The decision to standardize or adapt a product is crucial in delivering quality
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Green marketing concerns the environmental consequences of a variety of marketing activities Critical issues affecting product development
Control of the packaging component of solid waste Consumer demand for environmentally friendly products
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The need for cultural adaptation is often necessary, affected by how the product conforms
Norms Values Behavior patterns http://www.bloggingstocks.com/2009/01/10/14make-or-break-new-products-for-2009/
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Determining the degree of newness as perceived by the intended market Diffusion Established patterns of consumption and behavior Foreign marketing goal
Gaining the largest number of consumers in the market In the shortest span of time Probable rate of acceptance
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Airbus A380
http://www.airbus.com/en/myairbus/a380_wow
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Geox Shoes
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Airbus 380
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Airbus 380
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Airbus 380
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Airbus 380
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Diffusion of Innovations
Crucial elements in the diffusion of new ideas
An innovation Which is communicated through certain channels Over time Among the members of a social system
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Production of Innovations
Inventiveness of companies and countries Expenditures Japanese solutions
American-style education programs American design centers
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http://www.businesspundit.com/25-most-promisingnew-products-for-2010/
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Core Components
Product platform Design features Functional features
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Packaging Component
Price Quality Packages Styling Trademark Brand name
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A global brand is the worldwide use of a name, term, sign, symbol, design, or combination
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Global Brands
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The Internet and other technologies accelerate the pace of the globalization of brands Ideally gives the company a uniform worldwide image Balance Ability to translate
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National Brands
Acquiring national brand names Using global brand names Nationalistic pride impact on brands Use global brands where possible and national brands where necessary
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Consumers have broad but somewhat vague stereotypes about specific countries and specific product categories that they judge best Ethnocentrism
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Technical products
Perception of one manufactured in a lessdeveloped or newly industrializing country less positive
Private Brands
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Manufacturers brands must be competitively priced and provide real consumer value
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Summary (1 of 2)
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The growing globalization of markets must be balanced with the continuing need to assess all markets for those differences that might require adaptation for successful acceptance In spite of the forces of homogenization, consumers also see the world of global symbols, company images, and product choice through the lens of their own local culture and its stage of development and market sophistication
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Summary (2 of 2)
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Each product must be viewed in light of how it is perceived by each culture with which it comes in contact Analyzing a product as an innovation and using the Product Component Model may provide the marketer with important leads for adaptation
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