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CHAPTER 7 & 8, th-1-lit, images, la-ar-birkin-bag-20150729 - Coggle…
CHAPTER 7 & 8
CHAPTER 7 :
1. Types of Products
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c. Product Dimension
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Auxiliary dimensions: warranties, instructions, company contact infomartion, brand image.
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- International Business Product
Raw Materials
Natural resources (minerals, ore...)
Farm products (beef, cotton...)
Maintenance, Repair, Operating Supplies
Used in production, operations...
E.g. Cleaning products, standard repair tools.
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Accessory Equipment
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Computers, fax machines...
Business Services
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Delivery, telecommunications, logistical services...
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- Bottom-of-the-Pyramid International Product Marketing
Several opportunities exist regarding the management of products and brands as they pertain to bottom-of-the-pyramid consumers
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- International Product Support Services
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E.g. installation, maintenance
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E.g. Transportation, insurance...
- International Product Quality Standards
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Separates regions into lead innovation, developed, and developing nations
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- International Brand Management
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- Ethical Issues in International Product Marketing
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- Building Powerful International Brands
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CHAPTER 8
7. Adaptation of service
- Several services are durable
- Service differ from tangible goods due to intangibility, heterogeneity,
simultaneous production and consumption, and perishability elements
- Utilize several approaches to deal with the unique aspects of service offerings adapted to meet legal and cultural constraints The portrayal of women
- Both the product and its communication prior to beginning service provider
operations in various countries
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8. Music: Legal Systems,
Standardization, and Adaptation
- The actual product
- Standardized original language or adapted and recorded to match the language of the host country - Culture effects
- The importance of radio
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6. Food Products
- Many food products require adaptation
- Taboo and forbidden foods are key concerns. Methods of serving food change from country to country.
Law and
adaptation
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Packaging and labels
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Legal requirements regarding product size,
materials used, and other components
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Marketing communications
Legal restrictions on advertising to children or for
advertising of potentially unhealthy or addictive substances
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4. Standardization
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Service standardization
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Standardization, and the efficiencies associated with it, can be a powerful marketing force
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11. Global Innovation
- The process of creating a new product
- New-to-the-world products
- New category products
- Another form of extension is an addition to the product line
- Product improvements may be considered a type of new product development
- The final type of new product development, repositioning
- An established product in the home market will be viewed as a new product in the country being entered
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Global product diffusion: The process by which an innovation slowly spreads through a culture or group is diffusion
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