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Chapter 12

Chapter 12. Creating Products for Consumers in Global Markets. Creating Products for Consumers in Global Markets. I. Brand Strategies II. Country of Origin Effects III. Methods of Naming Brands IV. The Product Components Model. Brand Strategies. Global Brands. National Brands.

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Chapter 12

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  1. Chapter 12 Creating Products for Consumers in Global Markets

  2. Creating Products for Consumers in Global Markets I. Brand Strategies II. Country of Origin Effects III. Methods of Naming Brands IV. The Product Components Model

  3. Brand Strategies Global Brands National Brands Global/National Brand Mix Private Brands

  4. Methods of Naming Brands 1) Translation 2) Transliteration 3) Transparency 4) Trans-culture

  5. Product Component Model SUPPORT SERVICESCOMPONENT PACKAGING COMPONENT  Repair and maintenance  Deliveries CORE COMPONENT  Trademark  Price Product platform  Design features  Functional features  Legal Warranty  Installation  Quality Brand name  Package Instructions  Spare parts Legal Styling Other related services Legal

  6. Product Variables • The Core Product • a product or services that is essentially the same as that of competitors • The Tangible Product • a product or service that is differentiated composition, origin, or tangible features from competing products • The Augmented Product • a product or service which is serviced after the sale and carries a warrantee from the producer, producing a continuing relationship with the seller.

  7. Would They Sell in the United States? • Alu-Fanny: French Foil wrap • Crapsy Fruit: French cereal • Kum Onit: German pencil sharpeners • Plopp: Scandinavian chocolate • Pschitt: French lemonade • Atum Bom: Portuguese tuna • Kack: Danish sweets • Mukk: Italian yogurt • Pocari Sweat: Japanese sport drink • Poo: Argentine curry powder

  8. Creating Products for Consumers in Global Markets V. International Services 1) Growth of the Service Sector i) Deregulation / Privitization ii) Technological Advancements

  9. Unique Characteristics of Services • Inseparable in that its creation cannot be separated from its consumption. • Heterogeneous in that it is individually produced and is thus virtually unique. • Perishable in that once created it cannot be stored but must be consumed simultaneously whit its creation. 12-8 Irwin/McGraw-Hill

  10. Top Consumer Services Exports • Tourism 5. Telecommunications • Transportation 6. Entertainment • Financial Services 7. Information • Education 8. Health Care 12-9 Irwin/McGraw-Hill

  11. Creating Products for Consumers in Global Markets 2) Difficulties in Marketing Services Internationally i) Protectionism ii) Controls on Transborder Data Flow iii) Protection of Intellectual Property iv) Cultural Requirements for Adaptation 3) U.S. Strengths in Marketing Services i) High Service Expectations ii) Experience with Tough Regulations

  12. “I search the room but you’renot there. Your perfume lingers everywhere.” A global appeal???

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