products & services for consumers chapter 12. quality market-perceived quality market-perceived...
TRANSCRIPT
Products & Services for Products & Services for ConsumersConsumers
Chapter 12Chapter 12
QualityQuality
• Market-perceived QualityMarket-perceived Quality
• Performance QualityPerformance Quality
• HomologationHomologation
• Green MarketingGreen Marketing– Packaging concernsPackaging concerns
ProductsProducts
• What is a “Product”?What is a “Product”?– PhysicalPhysical– PsychologicalPsychological
ProductsProducts
• Innovative Products & AdaptationInnovative Products & Adaptation– Degree of newnessDegree of newness– InnovationInnovation– Product diffusionProduct diffusion
• Diffusion of InnovationDiffusion of Innovation– Three variablesThree variables
Analyzing Product Components Analyzing Product Components for Adaptationfor Adaptation
• Product Component ModelProduct Component Model– Core component- Physical productCore component- Physical product
•Product platformProduct platform
•Design featuresDesign features
•Functional featuresFunctional features
Analyzing Product Components Analyzing Product Components for Adaptationfor Adaptation
– Packaging componentPackaging component•TrademarkTrademark
•Brand nameBrand name
•LegalLegal
•PricePrice
•QualityQuality
•PackagePackage
•StylingStyling
Analyzing Product Components Analyzing Product Components for Adaptationfor Adaptation
– Support services componentSupport services component•Repair & maintenanceRepair & maintenance
• InstallationInstallation
• InstructionsInstructions
•Other servicesOther services
•DeliveriesDeliveries
•Warranty Warranty
•Spare partsSpare parts
•LegalLegal
Marketing ServicesMarketing Services
• 4 characteristics4 characteristics– IntangibleIntangible– InseparableInseparable– Heterogeneity (Inconsistency)Heterogeneity (Inconsistency)– Perishable (Inventory)Perishable (Inventory)
• OpportunitiesOpportunities– TourismTourism
Marketing ServicesMarketing Services
• Barriers to Entering Global Markets Barriers to Entering Global Markets for Servicesfor Services– ProtectionismProtectionism– Restrictions on data flowsRestrictions on data flows– Protection of intellectual propertyProtection of intellectual property– Cultural barriers and adaptationCultural barriers and adaptation
Brands in International MKTBrands in International MKT
• Global brandsGlobal brands– McDonald’s, Coca-ColaMcDonald’s, Coca-Cola– Brand imageBrand image– ProblemsProblems
• National brandsNational brands
Brands in International MKTBrands in International MKT
• Country-of-Origin EffectCountry-of-Origin Effect– Which is “best”?Which is “best”?
• Private BrandsPrivate Brands– AdvantagesAdvantages