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GLOBAL PRODUCT PLANNING

17-1. LESSON. GOALS. GLOBAL PRODUCT PLANNING. Describe sources of product opportunities for international marketing. Identify categories of consumer products and the importance of product lines. Explain how services are marketed. International Product Opportunities. New product

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GLOBAL PRODUCT PLANNING

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  1. 17-1 LESSON GOALS GLOBAL PRODUCT PLANNING Describe sources of product opportunities for international marketing. Identify categories of consumer products and the importance of product lines. Explain how services are marketed.

  2. International Product Opportunities • New product • Improved product • Existing product with a new use • Existing product sold in a new market

  3. Marketing Products Around the World • Consumer product categories • Convenience goods • Shopping goods • Specialty goods • The product line • Organizational products

  4. Consumer Services • Characteristics of services • Types of services • Rented-goods services • Owned-goods services • Non-goods services • Marketing of services • Services and international trade

  5. 17-2 LESSON GOALS DEVELOPING AND RESEARCHING PRODUCTS Discuss the steps in the new product development process and the marketing research process. Describe data collection methods used in international marketing research.

  6. Creating New Products • Customer needs • Technology

  7. 1. Generating product ideas 4. Marketing product ideas 2. Evaluating product ideas 3. Researching product ideas New Product Development Process

  8. Phase 1:Identify Problem The Marketing Research Process Phase 2:Collect Data Phase 3:Analyze Data Phase 4:Report Results

  9. Data Collection and Analysis for Marketing Research • Secondary data • Primary data • Surveys • Quantitative research • Qualitative research • Observations • Experiments • Analyzing and using research data

  10. 17-3 LESSON GOALS AN INTERNATIONAL PRODUCT STRATEGY Describe branding and packaging techniques used by global business organizations. Explain actions involved in planning a global product strategy.

  11. Branding and Packaging • Branding and marketing • Types of brands • Global brand • National brand • Regional brand • Store, manufacturer, and private brands • Generics • Packaging

  12. Planning a Global Product Strategy • The product life cycle • Global product decisions • Ceasing foreign market activities

  13. Dollar Value 0 Introduction Growth Maturity Decline The Product Life Cycle Sales Profits

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