国际市场营销学课程PPT第九章-产品-(2019版上半年)教师用.ppt

,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,International Product,Outlines:,The concept of product,Product categories,The elements of Product,Quality,Branding,Packing and Labeling decisions,Outlines:,International product,Product life cycle and International product life cycle,What is a Product?,A product is anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a need.,How a Product Creates Value,Buyers value system,Sellers distinctive competencies,The Product,Value,Products and services for consumers,Product policy-,The first P of the international marketing mix is the product itself.Here,product covers both the set of,tangible factors,(the physical product and its packaging)that the consumer can see or touch and numerous,intangible factors,(such as image,installation,warranties,and credit terms).Critical to a firms ability to compete internationally is its success in developing products with tangible and intangible features that meet the wants and needs of customers in different national markets.A product can include physical objects,services,persons,places,organization and ideas,.,It can be mainly divided into big groups-,product and service,.,Products and services for consumers,Two groups of target customers-industrial user and consumer,Products and services for consumers,Industrial products,are goods and services sold primarily for use by organizations.Examples include machinery(use by manufacturers),heavy equipment(construction firms),accounting services(firm without their own accounting systems),and bulk food(hospitals,schools,and the military.,),Consumer products,are goods and services sold for use by individual consumers.Examples include food-stuffs,personal electronics products,clothing,hair care services.,-,Differences of industrial products and consumer products,Different purpose,.,I,for production profit,C,for consumption,satisfy personal need,Different quantity I,for big quantity,C,small quantity,Different purchasing method I direct buying,C from shopkeeper,trademen,Different buying behavior I more rational,deeper,understanding on product,quality and performance,C personal wants,Business,Product,Classes,Equipment:,Installations&,Accessories,Component,Parts and,Materials,Processed,Materials,Specialized,Services,Raw,Materials,MRO,Supplies,Business Products,Classifying Products,The many dimensions of a product can be divided into three distinct components as illustrated in the model below:,Layers of the Product Concept,产品整体的五个层次（示意图）,Potential,products,Augmented,Product,Five levels of overall product,Expected,Product,Physical,Product,Core,Product,Products and services for consumers,The definition of quality,-Quality defined,-Quality maintaining,Quality,Intense global competition is placing new emphasis on manufacturing quality products,Quality,as a competitive tool,is the deciding factor in world markets,Quality can be defined on two dimensions:,market-perceived quality and,performance quality,Quality is associated with customer satisfaction,Quality is also measured in many industries by objective third parties such as JD Power and Associates,Customer satisfaction indexes developed are now being used to measure satisfaction across a wide variety of consumer products and services,Brand Concept,Brand,Benefits,OUTLINE,Product-Brand,Brand,Nurturing and Management,Some well-known Brands,Definition of,Brand,A brand is a“name,term,sign,symbol,or design,or a combination of them,intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors”,B,The part of Brand that can be spoken,including letters,words and number,Brand Name,（品牌名称）,A,Brand Name,Brand Mark(Logo)and Trade Mark,The elements of brand that cannot be spoken,Brand Mark or Logo,（品牌标识,）,B,Trade Mark,（商标）,C,Legal term for a brand name,brand mark or trade character,is used when registered with the USPTO;,is used when a name or mark has not been legally registered but the user is claiming ownership,Is Brand a/an,.,LOGO,Corporate Identity,Advertising,Marketing,Brand is,Confidence,Passion,Security,Belonging,A set of Unique Value,Valuable,assets,Brand has its value as brand equity.Brand equity is one of the most valuable assets for a enterprise.,A,Benefits of the Brand,The,Brand Equity,The value of company and brand names.,Awareness,quality,loyalty,patent and trademark,P,owerful assets,Brand has its value as brand equity,，,Brand equity is one of the most valuable assets for a enterprise.,A,Product identification,B,C,Benefits of the Brand,Consumers Loyalty,Brand name awareness,Improved Market perceived quality,Competitive Advantage,More elastic response to price change,Less vulnerable to face competition,How can we nurture a strong brand,？,Focus,On one thing,Brand Nurturing,Brand Nurturing,SAFETY,FREEDOM,Brand Nurturing,Be different,Make your products and services different from those of your competitors,A,Be,vigilant,B,Dont allow brand do anything it should not do,C,Be,relevant,Make sure your brand is keeping up with the change of the Market,Brand Nurturing,Brand Management,Who owns the brand,?,The company?,Brand Manager?,Your customers!,Brand Management,Build up good customer communication,Be aware of customers needs and wants,Get instant customer feedback,React to the feedback,Brand is a name,term,sign,symbol or design,Brand identifies your goods and services from one another,Brand is what your customer think of your company and your products,Brand Concept,Powerful assets,Product identification,Competitive advantage,Brand Benefit,Strong brand focuses on one thing,Strong brand should be different,vigilant and relevant,Strong brand satisfies customers needs and wants,Nursing and Managing,Conclusion,Homework,What,are the differences between logo,identification,advertising,Marketing and branding?,Upload your answer to,微助教,APP,Country-of-Origin Effect and Global Brands,Brands are used as external cues to taste,design,performance,quality,value,and prestige,Many factors affect brand image,but one factor of great concern is the country-of-origin effect on the markets perception of the product,Country-of-origin effect(COE)can be defined as any influence that the country of manufacture,assembly,or design has on a consumers positive or negative perception of a product,When the customer becomes aware of the country of origin,there is the possibility that the place of manufacture will affect product or brand image,The country,the type of product,and the image of the company and its brands all influence whether the country of origin will engender a positive or negative reaction,What are the influences of Country-of-origin on brands?,Country of Origin Effect(COE),can be defined as any influence that the country of manufacture,assembly,or design has on a consumers positive or negative perception of a product.,When the customer is aware of the country of origin,there is the possibility that the place of manufacture will affect product/brand image,Consumers have stereotypes about specific countries and specific product categories that they judges”best”.,。,Ethnocentrism can also have country-of-origin effects such as“buy local”effect,Countries are also stereotyped on the basis of whether they are industrialized,in the process of industrializing,or developing,One final generalization about COE involved fads that often surround products from particular countries or regions in the world.,International product packing strategy,The definition of packing,-Transportation packing,-Sales packing Primary package,Secondary package,The function of packing,-protect product,-beautify product,-value added,International product packing strategy,The definition of packing -Transportation packin -Sales packing Primary package Secondary packageThe function of packing -protect product -beautify product -value added,International product packing strategy,The funcation of label -realizing label,descriptive label,promotion label,Packing strategy,Packing for exporting products,Total product concept:Functions of Labels,Identifies,Grades,Describes,Promotes,International product combination,Product item,Product line,Product mix,width depth length consistency,The length of product line,Product line expanding,Product standardization and adaptation,-,A major issue in marketing products for international markets is whether products sold in the domestic market should be adapted or standardized for those markets.The standardization or adaptation decision is a complex and,potentially,costly decision,.,Products and services for consumers,Standardization,try to sell the same product to different market around the world.,Adaptation,some changes made to product to meet customer needs and wants.,Customization,specific product for each market,Products and services for consumers,The most common reasons for choosing product standardization are,:,l,Standardization is cheaper than product adaptation,l,The foreign country has similar markets and consumer preferences,l,Where it results in economies of scale in one or more of production,marketing and R&D.,When products have a strong and favorable home country image that may be adversely influenced by adaptation.,Products and services for consumers,The most common reasons for choosing product adaptation are:,-,Where it is required as a consequence of differences in technical standards and government regulations in the foreign countries.,-where there are clear variations in consumer needs and conditions of use for the product,-Whenever there are strong cultural differences such as language and religion affecting the acceptance and image of the product,-Where the ability of consumers to buy the product due to differences in income levels will be adversely influenced if it is not adapted,often by reducing the range of feature offered,Choosing products to globalize,2,1,4,3,Low Expected returns High,Low,High,Degree of local,Adaptation required,Products and services for consumers,Product life cycle,-Introduction stage,-Growing stage,-Mature stage,-Flagging stage,The Product Life Cycle,Marketing Mix During Product Life Cycle,The PLC explains how features change over the life of a product,Marketing strategies must change and evolve as a product moves through the PLC,Alternative product life cycles,How stages of the product life cycle relate to a firms marketing objectives and marketing mix actions,International product life cycle,销售额,销售额,销售额,创新国国家产品,发展中国家产品,一般发达国家产品,时间,时间,时间,出口区,进口区,消费线,生产线,新产品阶段,成熟产品阶段,标准化产品阶段,图,65,国际产品生命周期,Five categories and profiles of product adopters,Marketing consumer services globally,-Services opportunities in Global markets,-The characteristics of service products,intangible,simultaneously,can not be stored,separate two rights(using right&ownership),-Barriers to entering Global markets,for consumer services,International Financial Services Sector,Banking,and,financial services,are the most active cross-border services.,Explosive growth of global capital markets is due to:,Money internationally into portfolio investments and pension funds,Banks/financial institutions internationalization increased amount of cheap,local investment capital,stimulating local financial markets and encouraging savings.,International banking is prospering-return on equity:,Saudi Arabia exceeds 20 percent;U.S.it is 15 percent,Citibank,Deutsche Bank,BNP Paribas,and other international banks are thriving because of high oil prices,booming consumer banking,and low taxes.,Banks bypass Islamic rules against paying interest by structuring loans as partnerships.,International Business:Strategy,Management,and the New Realities,Building brand-the power of social Media,Loudawgs is a web-known BBQ shop,the host shares his understanding to the concept of brand and the story of how to make brand promotion through social Media at TED stage.During the video,from 0:00-4:50,he will talk about the concept of brand,from 4:50 to 9:00,he talks about what is social Media,From 9 Minutes to the end,he talks about how did he use social media to promote his brand and how successful it is.,After watching the video,answer the following questions:,What is brand?What is brand equity?What is brand loyalty?Why do we need brand?,What is social Media?Why social media becomes so important nowadays?,How did he use social media to promote his brand?and what kind of other suggestions you group may give to him?,Reflection Questions,What are the three major components of a product?Discuss their importance to product adaptation.,The characteristics and barriers of services for consumers?,What are the influences of Country-of-origin on brands?,