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Products & Services for Consumers

Products & Services for Consumers. Chapter 12. Quality. Market-perceived Quality Performance Quality Homologation Green Marketing Packaging concerns. Products. What is a “Product”? Physical Psychological. Products. Innovative Products & Adaptation Degree of newness Innovation

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Products & Services for Consumers

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  1. Products & Services for Consumers Chapter 12

  2. Quality • Market-perceived Quality • Performance Quality • Homologation • Green Marketing • Packaging concerns

  3. Products • What is a “Product”? • Physical • Psychological

  4. Products • Innovative Products & Adaptation • Degree of newness • Innovation • Product diffusion • Diffusion of Innovation • Three variables

  5. Analyzing Product Components for Adaptation • Product Component Model • Core component- Physical product • Product platform • Design features • Functional features

  6. Analyzing Product Components for Adaptation • Packaging component • Trademark • Brand name • Legal • Price • Quality • Package • Styling

  7. Analyzing Product Components for Adaptation • Support services component • Repair & maintenance • Installation • Instructions • Other services • Deliveries • Warranty • Spare parts • Legal

  8. Marketing Services • 4 characteristics • Intangible • Inseparable • Heterogeneity (Inconsistency) • Perishable (Inventory) • Opportunities • Tourism

  9. Marketing Services • Barriers to Entering Global Markets for Services • Protectionism • Restrictions on data flows • Protection of intellectual property • Cultural barriers and adaptation

  10. Brands in International MKT • Global brands • McDonald’s, Coca-Cola • Brand image • Problems • National brands

  11. Brands in International MKT • Country-of-Origin Effect • Which is “best”? • Private Brands • Advantages

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