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ADEX 528 Part II Lecture Notes #4 GLOBAL PRODUCT ANALYSIS

ADEX 528 Part II Lecture Notes #4 GLOBAL PRODUCT ANALYSIS. Tangible Product Branding Packaging and Labeling After Sale Services. Global Product Planning: Strategic Alternatives. Product. Same Different. Communication. Strategy 2: Product Extension Communication Adaptation.

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ADEX 528 Part II Lecture Notes #4 GLOBAL PRODUCT ANALYSIS

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  1. ADEX 528 Part IILecture Notes #4GLOBAL PRODUCT ANALYSIS Tangible Product Branding Packaging and Labeling After Sale Services

  2. Global Product Planning: Strategic Alternatives Product Same Different Communication Strategy 2: Product Extension Communication Adaptation Strategy 4: Dual Adaptation Different Same Strategy 3: Product Adaptation Communication Extension Strategy 1: Dual Extension

  3. Marketing Standardization by MNCs in Turkey • Similarity of Marketing Programs:(1=different; 7=similar) • Product Attributes 3.97 • Brandname 3.88 • Positioning 3.71 • Packaging 3.71 • Media Allocation 3.67 • Customer Service 3.33 • Sales Promotion 3.24 • Role of Salesforce 3.12 • Advertising Copy 3.10 • Retail Price 2.96 • Type of Middlemen 2.59 • Total Marketing Program 3.48

  4. Similarity in Market Conditions • Target Consumers 3.38 • Use Patterns 3.22 • Nature of Competition 3.03 • Media Availability 2.84 • Retail Structure 2.79 • Marketing Legislation 2.79 • Market Share Position 2.78 • PLife Cycle Stage 2.62

  5. Centralization in Marketing Decisions • How much direction do executives receive from Headquarter? (0=no direction; 5= very much direction) • Product design 4.26 • Market share objectives 4.26 • Branding 4.05 • Package design 3.69 • Ad message 2.83 • Saleforce mngmt 2.24 • Price guidelines 1.47

  6. Branding and Brandnames • Brandname registration and renewal • Linguistic barriers • Strategies • Unbranded Products • Family brandnames • Dual or multiple brandnames

  7. Global Brand Characteristics • Quality signal—allows a company to charge premium price in a highly competitive market Global myth—marketers can use global consumer culture positioning to link the brand identity to any part of the world • Social responsibility—shows how a company addresses social problems

  8. Country of Origin as Brand Element • Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries • Japan • Germany • France • Italy

  9. Packaging and Labeling • Packaging • Protectional aspects • Promotional aspects • Labeling • Multilingual labels • Government requirements

  10. After Sale Services • Warranties • Service availability • Uniform vs. adapted

  11. International Marketing: Avoiding The Seven Deadly Traps Kenneth Simmonds (1999)

  12. Seven Deadly Traps • Entering into markets in order of demand size • Underestimating existing competition • Expectation that customer motivations and benefits will be similar worldwide • Entering markets at the wrong price • Market entry without planning the expansion process • Association with poor partners • Losing brand exclusivity

  13. What are the trends in internationalization of services? • Entertainment • Airlines and transportation • Professional • Retailing • Hotels • Banking, credit cards and insurance • Construction and engineering

  14. Some Generalizations • High foreign market growth • Less experienced domestic competition • High government regulation • Cultural issues • Use of technology for service delivery

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