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Chapter 13 AND 14 INTERNATIONAL PRODUCT DECISIONS PowerPoint Presentation
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Chapter 13 AND 14 INTERNATIONAL PRODUCT DECISIONS - PowerPoint PPT Presentation


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Chapter 13 AND 14 INTERNATIONAL PRODUCT DECISIONS. PRODUCT COMPONENTS. SUPPORT SERVICES COMPONENT. PACKAGING COMPONENT.  Repair and maintenance.  Deliveries. CORE COMPONENT.  Trademark.  Price.  Installation.  Warranty.  Product platform  Design features

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product components
PRODUCT COMPONENTS

SUPPORT SERVICESCOMPONENT

PACKAGING

COMPONENT

 Repair and maintenance

 Deliveries

CORE

COMPONENT

 Trademark

 Price

 Installation

 Warranty

 Product platform

 Design features

 Functional features

 Legal

 Quality

 Brand name

 Package

 Spare parts

 Instructions

 Styling

 Other related

services

s a model
S-A MODEL
  • Planning involves 4 Ps
  • Standardization Adaptation Debate and Continuum

Standardization_____________________Adaptation

Product 5______4______3______2______1

Price 5______4______3______2______1

Promotion 5______4______3______2______1

Distribution 5______4______3______2______1

Planning 5______4______3______2______1

  • Factors favoring Standardization or Adaptation
global product issues
GLOBAL PRODUCT ISSUES
  • Core vs. augmented product, how global competition changed
  • How price and quality affect competition
    • Is quality cultural dependent?
    • ISO 9000/ISO 14000
  • Products and Culture
  • Services in global marketing
    • Service opportunities in global markets
    • Protectionism in service marketing
    • Restrictions on dataflow
    • Protection of intellectual property
    • Cultural barriers and adaptation
global product issues contd
GLOBAL PRODUCT ISSUES…contd.
  • Global/national brands—successful?
  • Country of Origin (COO) effects
  • Green Marketing
  • B2B Marketing
    • Demand in Global B2B-growing very fast, derived demand
    • Stages of Economic Development-how it affects the demand and growth of the B2B products (Use Rostow’s classification)
    • Level of Technology in a country-how it affects demand
    • www.alibaba.com
global product issues contd1
GLOBAL PRODUCT ISSUES…contd.
  • How price and quality affect competition
    • Is quality cultural dependent? Defined by the buyer?
    • International Quality Standard-ISO 9000/ISO 14000
    • After sales services are demanded too
  • Products and Culture
  • International Trade Shows-crucial for B2B marketing
    • Online trade fairs- www.itradefair.com
    • Online B2B example: www.alibaba.com
  • Relationship marketing in B2B
  • Solar Turbines Inc. example
managing products in global markets
MANAGING PRODUCTS IN GLOBAL MARKETS
  • Global product mix: item, line, width and depth
  • Optimum product mix
  • Global branding issues: Global vs. National
  • Product innovation and diffusion in global markets
    • Managing global innovations and R&D
    • Managing diffusions
optimum product mix of a company depends on the following factors
OPTIMUM PRODUCT MIX OF A COMPANY DEPENDS ON THE FOLLOWING FACTORS
  • Level of market/economic development
  • Sales/Profit
  • Competition
  • Market characteristics
  • Product characteristics
  • Legal considerations
characteristics of products influencing diffusion adoption
CHARACTERISTICS OF PRODUCTS INFLUENCING DIFFUSION/ADOPTION
  • Relative advantage(over existing products)
  • Compatibility(with existing products, values etc.)
  • Complexity(perceived difficulty in use)
  • Trialability(perceived economic or social risk)
  • Observability(visibility of product benefits / advantages)
slide10

DIFFUSION MODEL: BASS (1969)

S(T) = p m + (q - p) Y(T) – q/m [Y (T)]2where, S(T) = Sales at time T

p = Coefficient of innovation

m = Coefficient of imitation

Y(T) = Number of previous buyers

discussion questions
DISCUSSION QUESTIONS
  • Explain how culture affects product decisions.
  • Discuss the role of branding in global marketing. Do “country of origin” influence branding? Explain.
  • What is optimum product mix? What factors affect optimum product decisions?
  • Explain how various characteristics of the product affect innovation/diffusion process.
  • Discuss B2B marketing. Explain its role, practice, and influence in global marketing.