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Chapter 13: Products and Services for Consumers - Coggle Diagram
Chapter 13: Products and Services for Consumers
Quality
Two Dimensions
market-perceived quality
Performance
quality
Maintaining Quality
Physical or Mandatory Requirements
product homologation: is used
to describe the changes mandated by local product and service standards.
Legal
Economic
Political
Technological
Climate
Green Marketing and Product Development
Green marketing is a term used to identify concern with the environmental
consequences of a variety of marketing activities.
Products and Culture
It is a bundle
of satisfactions (or utilities) that the buyer receives
a product is the sum of the
physical and psychological satisfactions it provides the user
Innovative Products
and Adaptation
any idea perceived as new by a group of people is an innovation
Diffusion is the process at which innovation spreads.
Diffusion of Innovations
An innovation Communicated through different channels overtime among the members of a social system
5 Characteristics of Innovation
Relative Advantage
Compatibility
Complexity
Triability
Observability
Product of Innovations
Individualism enhances creativity
Corporate Culture
Analyzing Product Components for Adaptation
Core Component: Consists of the Physical Product
Packaging Content
includes style features, packaging, labeling, trademarks, brand
name, quality, price, and all other aspects of a product’s package
Support Services Component
includes repair and maintenance, instructions, installation, warranties, deliveries, and the availability of spare parts
Marketing Consumer Services Globally
Services Opportunities in Global Markets
International tourism is by far the largest services export of the United States, ranking be-
hind only capital goods and industrial supplies when all exports are counted.
Barriers of Entry
Protectionism
Trestrictions on Transborder Data Flows
Protection of IP
Cultural Barriers and Adaptation
Global Brands
gives a company uniformly positive worldwide brand associations that enhance efficiency and cost savings when introducing other products with the brand name.
National Brands
Private Brands