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Chapter Twelve Global Products and Services 11-2 Advantages and Drawbacks of Standardization Advantages of Standardization • Cost Reduction • Enhanced Customer Preference • Improved Quality • Global Customers • Global Segments Drawbacks of Standardization

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chapter twelve

Chapter Twelve

Global Products and Services

advantages and drawbacks of standardization

11-2

Advantages and Drawbacks of Standardization

Advantages of Standardization

• Cost Reduction

• Enhanced Customer Preference

• Improved Quality

• Global Customers

• Global Segments

Drawbacks of Standardization

• Missed Targets

• Lack of Uniqueness

• Sensitive to Protectionism

• Strong Local Competitors

the tradeoff between standardization and adaptation

12-2

The Tradeoff Between Standardization and Adaptation

Incremental manufacturing cost

Combined costs

Cost of lost sales

Fully adapted

Fully standardized

Exhibit 12.1

standardization and its problems
Standardization and its Problems
  • Standardization
    • advantages: cost, customer preference, quality, global customer/segments
    • disadvantages: of-target, lack of uniqueness, protectionism, local competitors
  • Globalization limits and pitfalls
    • limits:industry, resource, marketing mixes
    • pitfalls: research, overstandardization, poor follow-up, narrow vision, rigid implementation
  • Standardization research
    • Observation/focus groups, target product, test markets
global brand management
Global Brand Management
  • Brand Management
    • Brand equity, global brands, the brand portfolio
    • Brand globalization potential, changeover tactics
  • Counterfeit products
    • Counterfeit vs gray trade
    • Actions against counterfeit goods
global services marketing
Global Services Marketing
  • Components of services (and products)
    • Core, formal service package (tangible product) , augmented
  • Service quality
    • subjective definition and evaluation, greater variation than products
  • Globalization potential
    • life cycle (maturity), infrastructure, localization of FSA’s
  • Fast food franchising - localizing key processes
  • Professional services - convergence and alliances
the service product

12-7

The Service “Product”

Provider’s behavior

Features

Price

Packaging

Physicalsurroundings

Provider’s appearance

Generic benefits

After-salessupport

Warranty

Quality

Brand image

Core service

Formalservice package

Augmentedservice

Exhibit 12.7

chapter terms and essay
Chapter Terms and Essay
  • Terms
    • Brand eequity, brand changeover, counterfeit, global brand/management, globalization potential, target product research
  • Essay
    • Using KFC as an example, explain:
      • The advantages and disadvantages of standardization
      • Localization vs adaptation of product components
      • Standardization vs adaptation of service components
kfc in japan video
KFC in Japan video
  • Which aspects of KFC's marketing strategy in Japan are global? which are local?
  • How has the firm adapted to the patterns of Japanese etiquette and business practices?
  • Using examples from the video, explain the concepts of localization and adaptation.
  • Which aspects of KFC' service component have been standardized? adapted?
chapter twelve10

Chapter Twelve

Global Products and Services