整合營銷課程第十章：面向消費(fèi)者的產(chǎn)品和服務(wù)

1、 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 The Scope and Challenge of International MarketingChapter1 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 Products and Services for Consumers第十章第十章：面向消費(fèi)者的產(chǎn)品和服務(wù)：面向消費(fèi)者的產(chǎn)品和服務(wù)Chapter10 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 Chapter Outline10.1 Quality10.2 Products and Culture 10.3 Analyzing Product Components for Adaptation 10.4 Mark

2、eting Consumer Services Globally 10.5 Brands in International Markets 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.1 Quality10.1a Quality DefineduCost & Quality: the most important criteria by which purchase are made.uIntense global competition is placing new emphasis on manufacturing quality products.uQu

3、ality, as a competitive tool, is the deciding factor in world markets. 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.1 Quality10.1a Quality DefinedMarket-Perceived QualityPerformance Quality 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.1 Quality10.1a Quality DefineduQuality is associated with customer satisfaction.uQuality is also measured in many

4、 industries by objective third parties such as JD Power and Associates.uCustomer satisfaction indexes developed are now being used to measure satisfaction across a wide variety of consumer products and services . 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.1 Quality10.1b Physical/Mandatory Requirements &

5、 Adaptations uProducts 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.uProduct homologation is used to describe the changes mandated by local product and service

6、 standards. 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.1 Quality10.1b Physical/Mandatory Requirements & Adaptations uLegal, economic, political, technological, and climatic requirements of the local marketplace often dictate product adaptation.uChanges may also have to be made to accommodate climatic differences.uCultura

7、l adaptations: to adapt products to national tastes. 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 uHow about the quality of your product? The Market-Perceived quality and Performance quality. 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.1 Quality10.1b Physical/Mandatory Requirements & Adaptations 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.1 Quality10.1b Physical/Mandator

8、y Requirements & Adaptations uA recent study reaffirmed the often-reported finding that mandatory adaptations were more frequently the reason for product adaptation than adapting for cultural reasons. 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.1 Quality10.1c Green Marketing and Product DevelopmentuGreen marketing is a te

9、rm used to identify concern with the environmental consequences of a variety of marketing activities.3Rs 3Rs ureduce, reduce, urecycle,recycle,ureusereuse 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.1 Quality10.1c Green Marketing and Product DevelopmentuEurope is at the forefront of the “green movement” with strong public

10、 opinion and specific legislation favoring environmentally friendly marketing and products.uTwo critical issues that affect product development are the control of the packaging component of solid waste and consumer demand for environmentally friendly products. 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.1 Quality10.1d eco

11、-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 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.1 Qu

12、ality10.1d eco-label* No countrys 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 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.1 Quality10.1d eco-label*

13、 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 elsewher

14、e. 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 uHow can we do the green marketing of your product? 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.2 Products and CultureuFacets of products include its form, taste, color, odor, package; the label; the warranty; retailers servicinguThe adoption of some products by consumers can be affected as much by ho

15、w the product concept conforms with norms, values and behavior patterns 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.2 Products and Culture10.2a The Extraneous Variables 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.2 Products and Culture10.2b Degree of Newness 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.2 Products and Culture10.2c Characteristics of Innovation 陳穎陳穎 工商管

16、理學(xué)院工商管理學(xué)院 uDiscuss the innovation of your product. 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 A product is a good, service, or idea,.Any market offering to satisfy the need and demand:Physical goods ServicesExperiences EventsPersons - Tangible Attributes- Intangible Attributes10.3 Analyzing Product Components for Adaptation

17、10.3a Product Concepts 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 Product classification - Consumer goods - Industrial goodsDurability and Tangibility Classification10.3a Product Concepts10.3 Analyzing Product Components for Adaptation 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 Product Component Model Repair and maintenanceSUPPORT SERVICESCOMPONENT

18、CORECOMPONENT Installation Instructions Other related services Deliveries Warranty Spare parts Trademark Brand name Product platform Design features Functional featuresPACKAGINGCOMPONENT Price Quality Package Styling 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.3 Analyzing Product Components for Adaptation10.3b Product Com

19、ponent ModeluThe core benefit the buyer expects to obtain from purchase or useuThe tangible product (features, packaging, quality, style, brand)uThe services that accompany the product (pre- and after-sales service) 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.3 Analyzing Product Components for Adaptation10.3b Product Comp

20、onent Model- core component uThe core component consists of the physical product - the platform that contains the essential technology - and all its design and functional features . uMajor adjustments may be costly because a change in the platform can affect product processes and thus require additi

21、onal capital investment.uFunctional features can be added or eliminated depending on the market. 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.3 Analyzing Product Components for Adaptation10.3b Product Component Model-packaginguPackaging components frequently require both discretionary and mandatory changes. u For example ,

22、 some countries require labels to be printed in more than one language, while others forbid the use of any foreign language. Several countries are now requiring country -of-origin labeling for food products. 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.3 Analyzing Product Components for Adaptation10.3b Product Component Mo

23、del-packaginguIn some countries , laws stipulate specific bottle , can , and package sizes and measurement units . ue.g. If a country uses the metric system , it will probably require that weights and measurements conform to the metric system. 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.3 Analyzing Product Components for

24、Adaptation10.3b Product Component Model- Support Services uThe support services component includes repair and maintenance , instructions , installation , warranties , deliveries , and the availability of spare parts . uLiteracy rates and educational levels of a country may require a firm to change a

25、 products instructions. 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.3 Analyzing Product Components for Adaptation10.3b Product Component Model-Conclusion uThe Product Component Model can be a useful guide in examining adaptation requirements of products destined for foreign markets . uA product should be carefully evaluat

26、ed on each of the three components for mandatory and discretionary changes that may be needed. 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 uDiscuss your product by using Product Component Model theory. 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.4 Marketing Consumer Services Globally10.4a Services Opportunities in Global Market uSince the 1970s th

27、ere has been a dramatic growth in internationally traded services from $50 bn. to over $1000 bn. This expansion has far outstripped the growth of manufacturing exportsuEven manufactured exports contain - to a lesser or greater extent - a service element (product support services)uService industries

28、are major contributors to employment and GDP in most advanced post-industrial economies 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.4 Marketing Consumer Services Globally10.4a Services Opportunities in Global Market Top Consumer Services ExportsTourism5. TelecommunicationsTransportation6. EntertainmentFinancial Services7.

29、 InformationEducation 8. Health Care 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.4 Brands in International Markets 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.4 Brands in International Markets 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 （一）品牌的含義v品牌（Brand）是用以識別銷售者的產(chǎn)品或服務(wù)，并使之與競爭對手的產(chǎn)品或服務(wù)區(qū)別開來的商業(yè)名稱及其標(biāo)志，通常由文字、標(biāo)記、 符號、圖案和顏色等要素或這些要素的組合構(gòu)成。v品牌是一個集合概念，包括品牌名稱品牌名稱（Brand Name）。指品牌中可以用語言稱呼的部分。例如，可口可樂（Cocacola）；品牌標(biāo)志品牌標(biāo)志（Brand Mark）。指品牌中可以被認(rèn)知，但不能用言語稱呼的部分。 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 Benz品牌屬性屬性昂貴精良利益利益令人羨慕價值價值安全威信文化文化效率品質(zhì)個性個性有趣權(quán)勢用戶用戶成功高管（一）品牌的含義最持久最持久 陳穎陳穎 工商管理學(xué)院工商管理學(xué)院 10.4 Brands in International MarketsGlobal brands have the same name and sim