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International Marketing Chapter 13 Key Concepts

Issues to consider in the industrial product market Stage of Economic Development Technology and Market Demand Attributes of Product Quality Quality Defined by the Customer Lack of Universal Standards ISO 9000 Certification Importance of Trade Shows.

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International Marketing Chapter 13 Key Concepts

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  1. Issues to consider in the industrial product market Stage of Economic Development Technology and Market Demand Attributes of Product Quality Quality Defined by the Customer Lack of Universal Standards ISO 9000 Certification Importance of Trade Shows International MarketingChapter 13 Key Concepts

  2. ADAPTATION Consumer Products More sensitive More likely to change existing consumption patterns STANDARDIZATION Industrial Products Less sensitive Less likely to change existing consumption patterns The Ongoing Marketing Debate:Adaptation or Standardization

  3. Stage of Economic Development Technology and Market Demand Quality Defined by the Customer Lack of Universal Standards The Industrial Product Market:Issues to Consider

  4. The Stages of Economic Development • Preindustrial/Precommercial Stage • Preconditions for Take-Off • Take-Off • Drive to Maturity • Age of Mass Consumption

  5. Economic growth and expansion Asia Newly Independent States (former USSR) Eastern Europe BEMs Privatization of government industries Many opportunities for foreign investors Technology and Market Demand

  6. Level of Technology Appropriate level Compliance with Standards As defined by the customer Support Services & Follow-Through Comprehensive after-sales service Product Quality is Defined by the Customer!

  7. Effective After Sales Service Prompt Delivery Available Spare and Replacement Parts Proper Installation and Training Requirements of Effective Global Competition

  8. Major Challenge for All Companies Extra Challenge for American Companies The Global Harmonization Task Force Lack of Universal Standards

  9. ISO 9000 Certification • Registration and certification standard • Applies to production processes only • Manufacturer’s quality control system • An important competitive marketing tool

  10. Reaching Industrial Customers • Print Advertising • Catalogs (now online) • Websites • Direct Mail • Trade Shows/Fairs

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