ch10ProductandBrandDecisions全球營銷-沃倫·J·

ch10ProductandBrandDecisions(全球營銷,沃倫·J·2024/3/25ch10ProductandBrandDecisions(全球營銷,沃倫·J·BasicProductConceptsAproductisagood,service,orideaTangibleAttributesIntangibleAttributesProductclassificationConsumergoodsIndustrialgoods?2005PrenticeHall5/20/20202ch10ProductandBrandDecisions(全球營銷,沃倫·J·ProductTypesBuyerorientationAmountofeffortexpendedonpurchaseConveniencePreferenceShoppingSpecialty?2005PrenticeHall5/20/20203ch10ProductandBrandDecisions(全球營銷,沃倫·J·BrandsBundleofimagesandexperiencesinthecustomer’smindApromisemadebyaparticularcompanyaboutaparticularproductAqualitycertificationDifferentiationbetweencompetingproductsThesumofimpressionsaboutabrandistheBrandImage?2005PrenticeHall5/20/20204ch10ProductandBrandDecisions(全球營銷,沃倫·J·Brands?2005PrenticeHall5/20/20205ch10ProductandBrandDecisions(全球營銷,沃倫·J·BrandsTheaddedvaluethataccruestoaproductasaresultofinvestmentsinthemarketingofthebrandAnassetthatrepresentsthevaluecreatedbytherelationshipbetweenthebrandandcustomerovertime?2005PrenticeHall5/20/20206ch10ProductandBrandDecisions(全球營銷,沃倫·J·Brands“Wehavetoshifttohighvalue-addedproducts,andtodothatweneedtoimproveourbrand.”-NoboruFujimoto,PresidentSharpElectronicsCorporation?2005PrenticeHall5/20/20207ch10ProductandBrandDecisions(全球營銷,沃倫·J·LocalProductsandBrandsBrandsthathaveachievedsuccessinasinglenationalmarketRepresentthelifebloodofdomesticcompaniesEntrenchedlocalproducts/brandscanbeasignificantcompetitivehurdletoglobalcompanies?2005PrenticeHall5/20/20208ch10ProductandBrandDecisions(全球營銷,沃倫·J·InternationalProductsandBrandsOfferedinseveralmarketsinaparticularregion‘Euro-brands’?2005PrenticeHall5/20/20209ch10ProductandBrandDecisions(全球營銷,沃倫·J·GlobalProductsandBrandsGlobalproductsmeetthewantsandneedsofaglobalmarketandisofferedinallworldregionsGlobalbrandshavethesamenameandsimilarimageandpositioningthroughouttheworld?2005PrenticeHall5/20/202010ch10ProductandBrandDecisions(全球營銷,沃倫·J·GlobalProductsandBrandsAmultinationalhasoperationsindifferentcountries.Aglobalcompanyviewstheworldasasinglecountry.WeknowArgentinaandFrancearedifferent,butwetreatthemthesame.Wesellthemthesameproducts,weusethesameproductionmethods,wehavethesamecorporatepolicies.Weevenusethesameadvertising—inadifferentlanguage,ofcourse.-AlfredZeienFormerGilletteCEO?2005PrenticeHall5/20/202011ch10ProductandBrandDecisions(全球營銷,沃倫·J·BrandingStrategiesCombinationortieredbranding:allowsmarketerstoleverageacompany’sreputationwhiledevelopingadistinctiveidentityforalineofproductsSonyWalkmanCo-brandingfeaturestwoormorecompanyorproductbrandsNutraSweetandCoca-ColaIntelInside?2005PrenticeHall5/20/202012ch10ProductandBrandDecisions(全球營銷,沃倫·J·BrandingStrategiesBrandactsasanumbrellafornewproductsExample:TheVirginGroupVirginEntertainment:VirginMega-storesandMGMCinemasVirginTrading:VirginColaandVirginVodkaVirginRadioVirginMediaGroup:VirginPublishing,VirginTelevision,VirginNetVirginHotelsVirginTravelGroup:VirginAtlanticAirways,VirginHolidays?2005PrenticeHall5/20/202013ch10ProductandBrandDecisions(全球營銷,沃倫·J·GlobalBrandDevelopmentQuestionstoaskwhenmanagementseekstobuildaglobalbrand:Willanticipatedscaleeconomiesmaterialize?Howdifficultwillitbetodevelopaglobalbrandteam?Canasinglebrandbeimposedonallmarketssuccessfully??2005PrenticeHall5/20/202014ch10ProductandBrandDecisions(全球營銷,沃倫·J·GlobalBrandDevelopmentGlobalBrandLeadershipUsingorganizationalstructures,processes,andculturestoallocatebrand-buildingresourcesglobally,tocreateglobalsynergies,andtodevelopaglobalbrandstrategythatcoordinatesandleveragescountrybrandstrategies?2005PrenticeHall5/20/202015ch10ProductandBrandDecisions(全球營銷,沃倫·J·GlobalBrandDevelopmentCreateacompellingvaluepropositionThinkaboutallelementsofbrandidentityandselectnames,marks,andsymbolsthathavethepotentialforglobalizationResearchthealternativesofextendinganationalbrandversusadoptinganewbrandidentitygloballyDevelopacompany-widecommunicationsystem?2005PrenticeHall5/20/202016ch10ProductandBrandDecisions(全球營銷,沃倫·J·GlobalBrandDevelopmentDevelopaconsistentplanningprocessAssignspecificresponsibilityformanagingbrandingissuesExecutebrand-buildingstrategiesHarmonize,unravelconfusion,andeliminatecomplexity?2005PrenticeHall5/20/202017ch10ProductandBrandDecisions(全球營銷,沃倫·J·LocalversusGlobalProductsandBrands:ANeeds-BasedApproachPhysiologicalSafetySocialExternal/InternalEsteemSelf-actualization?2005PrenticeHall5/20/202018ch10ProductandBrandDecisions(全球營銷,沃倫·J·CountryofOriginasBrandElementPerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesJapanGermanyFranceItaly?2005PrenticeHall5/20/202019ch10ProductandBrandDecisions(全球營銷,沃倫·J·PackagingConsumerPackagedGoodswhenthepackagingisdesignedtoprotectorcontaintheproductduringshippingEco-PackagingbecausepackagedesignersmustaddressenvironmentalissuesOfferscommunicationcuesthatprovideconsumerswithabasisformakingapurchasedecision?2005PrenticeHall5/20/202020ch10ProductandBrandDecisions(全球營銷,沃倫·J·LabelingProvidesconsumerswithvarioustypesofinformationRegulationsdifferbycountryregardingvariousproductsHealthwarningsontobaccoproductsAmericanAutomobileLabelingActclarifiesthecountryoforigin,andfinalassemblypointEuropeanUnionrequireslabelsonallfoodproductsthatincludeingredientsfromgeneticallymodifiedcrops?2005PrenticeHall5/20/202021ch10ProductandBrandDecisions(全球營銷,沃倫·J·AestheticsGlobalmarketersmustunderstandtheimportanceofvisualaestheticsAestheticStyles(degreeofcomplexityfoundonalabel)differaroundtheworld?2005PrenticeHall5/20/202022ch10ProductandBrandDecisions(全球營銷,沃倫·J·ProductWarrantiesExpressWarrantyisawrittenguaranteethatassuresthebuyerisgettingwhattheypaidfororprovidesaremedyincaseofaproductfailureWarrantiescanbeusedasacompetitivetool?2005PrenticeHall5/20/202023ch10ProductandBrandDecisions(全球營銷,沃倫·J·Extend,Adapt,Create:StrategicAlternativesinGlobalMarketingExtension–offeringproductvirtuallyunchangedinmarketsoutsideofhomecountryAdaptation–changingelementsofdesign,function,andpackagingaccordingtoneedsofdifferentcountrymarketsCreation–developingnewproductsfortheworldmarket?2005PrenticeHall5/20/202024ch10ProductandBrandDecisions(全球營銷,沃倫·J·?2005PrenticeHall5/20/202025ch10ProductandBrandDecisions(全球營銷,沃倫·J·GlobalProductPlanning:StrategicAlternativesProductSame DifferentCommunicationDifferentSameStrategy1:DualExtensionStrategy2:ProductExtensionCommunicationAdaptationStrategy4:DualAdaptationStrategy3:ProductAdaptationCommunicationExtension?2005PrenticeHall5/20/202026ch10ProductandBrandDecisions(全球營銷,沃倫·J·HowtoChooseaStrategy?TwoerrorsthatmanagementmakesinchoosingastrategyNIH(Notinventedhere)syndromemeansmanagersignoretheadvancementsofsubsidiariesoverseasManagersimposepoliciesuponsubsidiariesbecausetheyassumewhatisrightforcustomersinonemarketisrightineverymarket?2005PrenticeHall5/20/202027ch10ProductandBrandDecisions(全球營銷,沃倫·J·HowtoChooseaStrategy?CaveDweller–newproductslaunchedinternationallytodisposeofexcessproductionNa?veNationalist–companyrecognizesgrowthopportunitiesoutsideofhomemarketGloballysensitive–companyviewsworldascompetitivemarketplace?2005PrenticeHall5/20/202028ch10ProductandBrandDecisions(全球營銷,沃倫·J·HowtoChooseaStrategy?Theproductitself,definedintermsofthefunctionorneeditservesThemarket,definedintermsoftheconditionsunderwhichtheproductisused,preferencesofpotentialcustomers,andabilitytobuytheproductAdaptationandmanufacturingcoststhecompanywillincur?2005PrenticeHall5/20/202029ch10ProductandBrandDecisions(全球營銷,沃倫·J·NewProductsinGlobalMarketingPursueopportunitiesincompetitivearenasofglobalmarketplaceFocusononeoronlyafewbusinessesActiveinvolvementfromseniormanagementAbilitytorecruitandretainbestemployeesUnderstandtheimportanceofspeedinbringingproducttomarket?2005PrenticeHall5/20/202030ch10ProductandBrandDecisions(全球營銷,沃倫·J·IdentifyingNewProductIdeasWhatisanewProduct?Ne