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Global Marketing Management Global Product Decisions B2C

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MKTG 3231-001 Fall 2013 Mrs. Tamara L. Cohen Global Marketing Management Global Product Decisions B2C Class # 21 * A product s physical attributes generally are ... – PowerPoint PPT presentation

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Title: Global Marketing Management Global Product Decisions B2C


1
Global Marketing Management Global Product
Decisions B2C
  • MKTG 3231-001
  • Fall 2013
  • Mrs. Tamara L. Cohen

Class 21
2
GROUP PROJECT PRESENTATION DATES
  • December 10
  • December 3
  • China
  • France
  • Peru
  • India
  • Spain
  • Vietnam

Remember attendance is mandatory at
all presentation sessions.
3
Global Product Decisions B2C
  • Reading for this class Course Pack 9

4
KEY CONCEPTS
  • B 2 C Business Consumers
  • Product suitable for market ?
  • Quality - importance definition ?
  • Country-of-origin effects on product image ?
  • Physical, mandatory, and cultural requirements
    for product adaptation ?
  • Overcome resistance to acceptance ?

5
Is the product SUITABLE for the market?
  • Product sum of physical psychological
    satisfactions provided to user
  • primary function
  • psychological attributes
  • Cultural adaptation often necessary affected by
    how product conforms
  • norms
  • values
  • behavior patterns

6
Primary function moving passengers from A to B
how it functions in use product satisfaction
7
Who defines Q U A L I T Y ?
  • customer defines quality
  • increased customer knowledge
  • cost quality of product
  • among most important criteria to make purchases
  • QUALITY defined in 2 dimensions
  • Market-perceived quality
  • Performance quality
  • most consumers expect performance quality
  • In some industries quality measured by 3rd
    parties
  • e.g. JD Power and Associates
    but in restaurant, dont ask
    server for her/his favorite dish!
  • Quality standards vary with countrys
    industrialization.

8
Maintaining Q U A L I T Y
  • damage in distribution chain
  • e.g. Russian chocolate
  • QUALITY essential for success in
    todays competitive global market
  • decision to standardize or adapt product is
    crucial in delivering quality
  • manage expectations

9
What do YOU think of chocolate Q U A L I T Y ?
  • Swiss Nestlé
  • American Hershey
  • English Cadbury

10
  • Q U A L I T Y
  • managing expectations

11
Country-of-Origin Effects
  • Country-of-Origin effect
  • influences country of manufacture, assembly, or
    design has on consumers perception of product
  • broad but vague stereotypes about specific
    countries and specific product categories
    consumers judge to be best
  • ethnocentrism

12
Country-of-origin stereotypes?
13
Country-of-Origin Effects
more
  • Countries stereotyped
  • - on basis of whether industrialized / in process
    of industrializing / in process of developing
  • Technical products
  • perception of manufacturing in LDCs or NICs less
    positive
  • Fads often surround products from particular
    countries or regions

14
Physical or Mandatory Requirements and Adaptation
  • Product homologation
    changes mandated by local
    standards
  • Product adaptation requirements
  • legal e.g. package size/weight
  • economic e.g. units per package
  • political e.g. censorship issues
  • technological e.g. data products different
    electrical current
  • climate e.g. perishables

15
Product Adaptation
  • Labels packaging
  • Literacy
  • Trademark brand name
  • Standard measurement
  • Specific words

16
cans cans cans
  • smaller cans in Japan
  • clear cans in France
  • standard can in USA
  • thick can in South Africa

17
Innovative Products Adaptation
  • Determining degree of newness as perceived by
    intended market ( innovation or not)
  • Diffusion ( process by which innovation spreads)
  • Established patterns of consumption and behavior
  • Foreign marketing goal
  • gaining largest number of consumers in market
  • in shortest span of time
  • probable rate of acceptance
  • are you trying to change behavior?

18
Famous urinals at Amsterdams Schiphol Airport
Spillage on floor fell by 80
19
5 Characteristics of an Innovation
  • Relative advantage perceived marginal value of
    new product relative to old
  • Compatibility with acceptable behavior, norms,
    values
  • Complexity re product use negative
    relationship
  • Trialability economic social risk associated
    with product use
  • Observability ease of communicating product
    benefits
  • h open your mind to the car that
    challenges the status quo
  • h 33 mpg
  • h easy to park
  • h safe image of Mercedes

20
Green Marketing Product Development
  • Green marketing environmental conse- quences of
    various marketing activities
  • Critical issues affecting product development
  • control of packaging component of solid waste
  • consumer demand for environmentally friendly
    products
  • European Commission guidelines for ecolabeling
  • Laws to control solid waste

21
Global Brands
  • worldwide use of a name, term, sign, symbol,
    design, or combination
  • identify goods / services of seller
  • differentiate from competitors
  • worldwide image
  • importance is unquestionable
  • most valuable company resource
  • Internet facilitates

22
Brand Ranking
  • Interbrand, the brand consulting agency, ranks
    100 brands most valuable based on criteria that
    include financial performance and the role the
    brand plays in influencing customer choices.

23
National Brands
  • acquiring national brand names
  • using global brand names
  • nationalistic pride impact on brands
  • use global brands where possible and national
    brands where necessary

24
Private Brands
  • Growing as challengers to
  • manufacturers brands
  • Private labels
  • provide retailer with high margins
  • receive preferential shelf space in-store
    promotion
  • quality products at low prices
  • Manufacturers brands must be competitively
    priced provide real consumer
    value

25
Barriers to Entering Global Markets for Consumer
SERVICES
  • Protectionism
  • Restrictions on transborder data flows
  • Protection of intellectual property
  • Cultural barriers adaptation
  • Barriers to Exit
  • Threats to national security

26
Keys to success in Global Product Decisions
  • In spite of homogenization, consumers also see
    world of global symbols, company images,
    product choice through lens of their own local
    culture its stage of development market
    sophistication
  • Each product must be viewed in light of how it is
    perceived by each culture with which it comes in
    contact
  • Analyzing a product as an innovation using
    Product Component Model may provide marketer with
    important leads for adaptation

27
  • Next class Global Communications Decisions
  • Preparation Course Pack - Reading 9
  • Homework Unconventional Communications
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