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Describe sources of product opportunities for international marketing.

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17-1 LESSON GOALS GLOBAL PRODUCT PLANNING Describe sources of product opportunities for international marketing. Identify categories of consumer products and the ... – PowerPoint PPT presentation

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Title: Describe sources of product opportunities for international marketing.


1
GLOBAL PRODUCT PLANNING
  • Describe sources of product opportunities for
    international marketing.
  • Identify categories of consumer products and the
    importance of product lines.
  • Explain how services are marketed.

2
International Product Opportunities
  • New product
  • Improved product
  • Existing product with a new use
  • Existing product sold in a new market

3
Marketing Products Around the World
  • Consumer product categories
  • Convenience goods
  • Shopping goods
  • Specialty goods
  • The product line
  • Organizational products

4
Consumer Services
  • Characteristics of services
  • Types of services
  • Rented-goods services
  • Owned-goods services
  • Non-goods services
  • Marketing of services
  • Services and international trade

5
DEVELOPING AND RESEARCHING PRODUCTS
  • Discuss the steps in the new product development
    process and the marketing research process.
  • Describe data collection methods used in
    international marketing research.

6
Creating New Products
  • Customer needs
  • Technology

7
New Product Development Process
8
The Marketing Research Process
  • Phase 1 Identify Problem

Phase 2 Collect Data
Phase 3 Analyze Data
Phase 4 Report Results
9
Data Collection and Analysis for Marketing
Research
  • Secondary data
  • Primary data
  • Surveys
  • Quantitative research
  • Qualitative research
  • Observations
  • Experiments
  • Analyzing and using research data

10
AN INTERNATIONAL PRODUCT STRATEGY
  • Describe branding and packaging techniques used
    by global business organizations.
  • Explain actions involved in planning a global
    product strategy.

11
Branding and Packaging
  • Branding and marketing
  • Types of brands
  • Global brand
  • National brand
  • Regional brand
  • Store, manufacturer, and private brands
  • Generics
  • Packaging

12
Planning a Global Product Strategy
  • The product life cycle
  • Global product decisions
  • Ceasing foreign market activities

13
The Product Life Cycle
Sales
Profits
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