chapter-10(2)--Products-and-Services-for-Consumers

ProductsandServicesforConsumersChapter10McGraw-Hill/Irwin©2005TheMcGraw-HillCompanies,Inc.Allrightsreserved.ChapterLearningObjectives1.Theimportanceofqualityandhowqualityisdefined2.ProductsandCulture3.AnalyzingProductComponentsforAdaptation4.ServicesandBrands•TokyoDisneyland–successful•EuroDisney–disaster•HongKongDisneyland–openforbusiness•Opportunitiesandchallengesforinternationalmarketersofconsumergoodsandservicesaregreatanddiverse•Anymarketingfirm’sgoalshouldbequalityproductsandservicesthatmeettheneedsandwantsofconsumersatanaffordablepriceChapter10-ProductsandServicesforConsumersGlobalPerspectiveHongKong–DisneyRollstheDiceAgain•Intenseglobalcompetitionisplacingnewemphasisonmanufacturingqualityproducts----seller’smarkettocustomer’smarket•Quality,asacompetitivetool,isthedecidingfactorinworldmarkets----itisthecustomerwhodefinesquality•Qualityisassociatedwithcustomersatisfaction–CustomersatisfactionindexesdevelopedarenowbeingusedtomeasuresatisfactionacrossawidevarietyofconsumerproductsandservicesChapter10-ProductsandServicesforConsumersQuality1maintainingquality:Qualitycanbedefinedontwodimensions:(1)market-perceivedquality市场感知质量(2)performancequality性能质量Mostconsumersexpectperformancequality2Qualityisalsomeasuredbyobjectivethirdparties3ThedecisiontostandardizeoradaptaproductiscrucialindeliveringqualityChapter10-ProductsandServicesforConsumersForinternationalmarketer,howtomaintainthequality?Quality•Producthomologation(产品同化）isusedtodescribethechangesmandatedbylocalproductandservicestandards•Forexample:voltagesystemandplug•Voltage:China(220V/50HZ);Japan(110V60Hz);U.S.A.(120V/50HZ);•Plug:Thereare13globalstandardsfromTypeAtoTypeMPhysicalorMandatoryRequirementsandAdaptationQuality•Legal,economic,political,technological,andclimaticrequirementsofthelocalmarketplaceoftendictateproductadaptation•Changesmayalsohavetobemadetoaccommodateclimaticdifferences2PhysicalorMandatoryRequirementsandAdaptationQuality3GreenMarketingandProductDevelopmentAproductismorethanaphysicalitem:Itisabundleofsatisfactions(orutilities)thatthebuyerreceivesAproductisthesumofthephysicalandpsychologicalsatisfactionsPrimaryfunctionPsychologicalattributesThemeaningandvalueimputedtothepsychologicalattributesofaproductcanvaryamongculturesandareperceivedasnegativeorpositive.Soitisnecessarytomakeproperadaptationsofthenonphysicalfeaturesofaproduct.Chapter10-ProductsandServicesforConsumersProductsandCulture1.Theproblemsofadaptingaproducttosellabroadaresimilartothoseassociatedwiththeintroductionofanewproductathome2.Animportantfirststepinadaptingaproducttoaforeignmarketistodeterminethedegreeofnewnessasperceivedbytheintendedmarket.3.Variablesaffectingtherateofdiffusionofanobject–Degreeofperceivednewness–Perceivedattributesoftheinnovation–MethodusedtocommunicatetheideaChapter10-ProductsandServicesforConsumersProductsandCulture(1)corecomponent(核心部分）,(2)packagingcomponent(包装部分）,and(3)supportservicescomponent（支持服务部分）Whatdoeseachofthemcover?•Themanydimensionsofproductscanbedividedintothreedistinctcomponents:(P246)•Thesecomponentsincludeallaproduct’stangibleandintangibleelementsandprovidethebundleofutilitiesthemarketreceivesfromuseoftheproduct.Chapter10-ProductsandServicesforConsumersAnalyzingProductComponentsforAdaptationProductplatformDesignfeaturesFunctionalfeaturesDelivery,installation,guarantees,after-salesservice,sparepartsPrice,quality,package,styling,trademarkBrandnameCorecomponentPackagingcomponentSupportServicescomponentAbilitytostandardizeproductelementsLowHighAnalyzingProductComponentsforAdaptationInternationalproductpolicytheglobalstandardization–localadaptationInternationalproductpolicytheglobalstandardization–localadaptationInternationalproductpolicytheglobalstandardization–localadaptation1.Intangibility无形性(intrinsicvalueresultingfromprocess,aperformance,oranoccurrencethatonlyexistswhileitisbeingcreated)2.Inseparability不可分割性(creationcannotbeseparatedfromitsconsumption)3.heterogeneity异质性(individuallyproducedandvirtuallyunique)4.Perishability易消失性(cannotbestored)AdviceregardingadaptingproductsforinternationalconsumermarketsalsoappliestoadaptingservicesorintangibleproductsHowever,manyconsumerservicesaredistinguishedbyfouruniquecharacteristics:Chapter10-ProductsandServicesforConsumersMarketingConsumerServicesGlobally•protectionism,保护主义•controlsontransborderdataflows,跨国界信息流动限制•protectionofintellectualproperty知识产权保护•culturalrequirementsforadaptation文化适应的要求•U.S.MediaSeeaPathtoIndiainChina’sSnub(故意怠慢)BarrierstoEnteringGlobalMarketsforConsumerServices•Mostservicesareinseparableandrequireproductionandconsumptiontooccuralmostsimultaneously;thus,exportingisnotaviableentrymethodforthem•Globally,consumerservicesmarketersfacethefollowingfourbarriers:Chapter10-ProductsandServicesforConsumersInternationalBrandstrategy:nationalbrandandglobalbrandAglobalbrandisdefinedastheworldwideuseofaname,term,sign,symbol(visualand/orauditory),design,orcombinationthereofintendedtoidentifygoodsorservicesofonesellerandtodifferentiatethemfromthoseofcompetitorsAsuccessfulbrandisthemo