2022年国际市场营销ch国际产品决策.docx

《2022年国际市场营销ch国际产品决策.docx》由会员分享，可在线阅读，更多相关《2022年国际市场营销ch国际产品决策.docx（6页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、精品学习资源Structure of The Chapter Section 1 Product 产品 Section2ProductStandardizationversusDifferentiation Decision产品标准化和差异化策略Section 3InternationalMarketProduct Life Cycle国际市场产品生命周期Section 4 Product and Brand Management 产品和品牌治理 Section 1 Product1 Definition of Product2 Levels of Product产品层次3 Product C

2、lassification 产品分类1 Definition of productA product is anything thatcan be offered to a market and that might satisfy a want or need.产品就是能供应应市场的可满意一个欲望或需要的任何东西；产品概念中的两个要素：- 可满意一个欲望或需要的东西，即产品存在的必要性.- 能供应应市场的东西，即产品存在的可能性.例如：电视、电脑、报纸等都是产品，他们是能供应应市场的可满意一个欲望或需要的某些东西；而到月球旅行目前不是产品，由于不行能；Question 1.What is a

3、 product.Please give us an example. 2 Levels of Product 产品层次.The Core Product核心产品.The Tangible Product 有形产品.The Augmented Product 延长 附加 产品.2.1 The Core Product核心产品a product or services that is essentially the same as that of competitors.产品和竞争对手相同的地方如不管是IBM的个人电脑、戴尔的个人电脑、仍是方正的个人电脑，本质上都相同， 都是供应一种解决问题的手

4、段，使你更快、 更好的解决问题；满意顾客需要的核心内容，即顾客真刚要购买的实质性的东西, 即产品的使用价值；.2.2 The Tangible Product有形产品a product or service that is differentiated composition or tangible features from competing products.在组成或有形特点方面和竞争产品不同之处包括五个特点：质 量 （ quality 、 款 式 aesthetics 、 功 能function 、品牌 brand、包装 packaging.2.3 The Augmented Prod

5、uct延长 附加 产品a product or service which is serviced after the sale and carries a warrantee from the producer, producingacontinuingrelationshipwiththe seller.售后服务，如送货、安装、保证、修理、零配件供应、技术培训等Question 2What are the 3 levels of a product. Please give us an example.3 Productclassification产品分类.依据最终用户的不同，产品可分为C

6、onsumer goods product消费品Industrial goods product工业品.依据地理范畴的不同，产品可分为国内产品DomesticProduct和 国 际 市 场 产 品International Market Product ；.国际市场产品是用来满意国际市场的需求的，国际市场需求可分为共性需求和个性需求，对于共性需求可用相同的产品来满意， 对于个性需求就需要采纳不同的产品来满 足，这就是我们接下来要讲的其次节内容， 国际市场产品的标准化和差异化策略；Section2ProductStandardizationversus DifferentiationDecis

7、ion产品标准化和差异化策略.1 Fundamental Product Decision 1.1Standardization1.1.1 Definition of Standardization Standardization is to sell the same productworldwide.向全世界不同市场供应相同的产品；前提是市场全球化，显现共性需求1.1.2 FactorsEncouragingStandardization欢迎下载精品学习资源促使实行产品标准化策略的因素.-Economies of scale in production生产规模经济.-Economies i

8、n product R&D研发的规模经济.-Economies in marketing营销的规模经济.-Consistent in product image统一的产品形象.-Makinggooduseofsuccessfulproduct concept充分利用胜利的产品概念1.1.3 The scope of application适用范畴工业品，消费品中的浪费品和个人保健品Industrial productluxurygoods and personal care products within consumer products农业机械、科研设备、法国香水1.2 Different

9、iation差异化策略1.2.1 Definition of Differentiation Differentiation is to sell different productsto different countries or markets.企业向不同国家或市场供应不同的产品，以适应不同国家或地区市场的个性需求；1.2.2 Factors Encouraging Differentiation-Differing use conditions使用条件不同如插座、电压不同-Government influences政府的影响-Differingconsumer behavior pat

10、terns 不同的消费者行为模式1.2.3 The scope of application适用范畴受文化环境影响较大的产品, 如食品、服装1.3 Standardization versus Differentiation.- 不同国家的企业采纳的策略不同：美国、韩国、西欧的大型企业多采纳产品的标准化策略；日本，多采纳产品的差异化策略.- 产品的不同部分采纳的策略不同：核心部分标准化，外观设计差异化；2 BasicAlternativesinApproaching InternationalMarkets 产品进入国际市场的方式-Sell the product as it is inter

11、nationally.-Modifyproductfordifferentcountriesorregions.-Design new products for foreign markets.2.1 Product Extension产品延长-Sell the product as it is internationally.指将本国销售的现有产品不加变化地直接投放国际市场；.标准化策略的详细表达；是最简洁、投入也较少的产品进入国际市场的方式；2.2 Product Adaptation产品适应（产品改良）.2.2.1 Definition-Modifyproductfordifferent

12、countriesor regions.指把本国销售的现有产品，依据目标市场国的要求作某些改良后投放国际市场；差异化策略的详细表达；企业须同时生产多种产品投放不同国家和地区的市场；2.2 Product Adaptation.2.2.2 Types of Product Adaptation- 强 制 性 产 品 改 良 :mandatoryproduct adaptation 由于各国政府的规定、技术标准、计量标准不同- 非强制性产品改良：discretionaryproduct adaptation 文化环境不同、收入、不同偏好、训练水平2.3 Product Creation产品创新.D

13、esign new products for foreign markets.为东道国市场开发新产品；Question 3What are the basic alternatives in approaching international markets.Please give us an example.3 Factors Affecting Adaptation影响产品改良程度的因素.3.1 The Market Environment市场环境.3.2 Product Characteristics产品特点.3.3 Company Considerations企业考虑3 Factors

14、AffectingAdaptation影响产品适应的因素3.1 The Market Environment市场环境3.2 Product Characteristics产品特点3.3 Company Considerations企业因素欢迎下载精品学习资源Factors Affecting Adaptation 课本 253 页3.1 The Market Environment3.1.1 Government Regulations政府规定Politicalandsocialagendas oftendictate regulatory requirements.如瑞典禁止喷雾剂 使用3.

15、1.2 Nontariff BarriersProduct standards, testing3.1.3 CustomerCharacteristics,Expectations, and PreferencesPhysical size, local behaviors, tastes, attitudes, and traditions.Consumptionpatterns,psychosocial characteristics, and general cultural criteria.The Market Environment3.1.4 Economic Developmen

16、tThe stage of economic development affects the market size and demand characteristics. Backward innovation of the product may be required to meet local requirements.3.1.5 Competitive offeringsMonitoring competing local products is critical inadjustingtheproductforcompetitive advantage.3.1.6 Climate

17、and geographyLocal climaticconditionsand terrain features can make products vulnerable to damage.3.2 Product Characteristics.Product Constituents产品组成.Branding品牌.Packaging包装.Appearance外观.Method of Operation or Usage使用方法.Quality质量.Service服务.Country-of-Origin Effects原产国效应3.2.1 ProductConstituents产品组成.P

18、roduct ingredients must not violate local legal regulations and social or religious customs.穆斯林 酒精3.2.2 Branding 品牌.Bundle of images and experiences in the customer s mind 消费者心目中的形象.A promise made by a particular company about a particular product对公司的信任.A quality certification 合格证 对质量的信任.Differentia

19、tion 差 异 化 between competing products和竞争产品不同.The sum of impressions about a brand is the Brand Image 品牌形象 Branding.The added value that accrues 增 多 to a product as a result of investments in the marketing of the brandProduct value = basic value + added value e.g. 例 如brands , packaginge.g. French per

20、fume 香水 :$140其有效成分仅占 $3Branding.Care must be taken that the brand in name, symbol, sign, or design does not offend the local customer.Trademarksareespeciallyvulnerableto counterfeiters. 伪造者 3.2.3 PackagingandAppearance包装和外观.Packaging serves three major functions:Protection.Improper handling and pilf

21、eragePromotion.Language and symbols, Packaging aesthetics- color and shape,User convenience.overall size, and purchase quantity.Adaptations in styling, color, size, and other appearance features play an importance role in how a consumer perceives a product.3.2.4 Method of Operation or Usage使用方法.The

22、product that is operable in in the domestic marketmaynotbe operable intheforeign market. 如电源插座 圆孔 扁孔.Electricalvoltages 电 压 vary around the world. English英制 and metric standards公欢迎下载精品学习资源制 are not comparable.Softwaremay have to be translated into the local language.3.2.5 QualityandService质量和服务.Qual

23、ity is essential to marketing products internationally, especially in markets where price is an important competitive factor.ISO compliance 遵 守 may be required by buyers.ISO:Internationalorganizationfor standardization国际标准化组织.Servicing products in international markets requires producers to develop

24、local repair staffs. 当地修理人员 3.2.6 Country-of-Origin EffectsThe origin of a product may have a strong effect on consumer perceptions 熟悉 and biases 偏见 about foreign products.原产国效应.The origin of a product may have a strong effect on consumer perceptions 熟悉 and biases 偏见 about foreign products.3.3 Compa

25、nyConsiderations企业因素.Organizational capabilities.Is it worth it.Can we afford not to do it.产品不改良的成本.return-on-investment ROI or market entry企业政策 : 看重利润率或市场.Consistency:Quality,price,anduser perceptions.企业政策 : 保持连贯性.Managerial talent.治理才能Section3 International market product life cycle 国际市场产品生命周期1 Pr

26、oduct development 2 product life cycle3 International market product life cycle 1 Global Product Development.The heart of the global marketing process thatfocuses on building adaptability into products to achieve worldwide appeal.The product development processThe main goalis tobuildadaptabilityinto

27、 products and product lines for worldwide appeal.Step 1: Idea generation.Step 2: Screening.Step3:Product/process development.Step 4: Scale up.Step 5: Commercialization Global Program Management The Location of R&D Activities.Past tendency was to keep activities centrally located with parent corporat

28、ion headquarters.Using foreign-based resources improves ability to compete successfully internationally.Outsourcing shortens productdevelopment cycle time.Determined by the existenceof specific skills.Reasons for R&D Investments Abroad.Toaidtechnologytransferfromparentto subsidiary.Todevelopnewandim

29、provedproducts specifically for foreign markets.To developnew productsand processes for application in world markets of the firm.To generate new technology.HostgovernmentsseeR&Dcentersinvestments.ashighlydesirableGlobal Product Development Organization.Product development team that is functionally a

30、nd internationally representative.Focus on customer input to identifyuniversal and market-unique product features.R&D consortia allows companies to cooperate in developing new products and technologies.The Testing of New Product Concepts 新产品概念测试.Testing for performance and customer acceptance is the

31、 final stage of product development.Testing ranges fromreliabilitytests to mini- launches.Reasons that new international products fail:Relying on instinct or hunch rather than testing欢迎下载精品学习资源and research.Lack of product distinctiveness.Unexpected technical problems.Mismatch between functions. Inte

32、rnational Product Testing Techniques.Limited product launch in one country market.Laboratory test markets to capture consumer reactions in a controlled environment.Microtest marketing uses a permanent panel of consumers and assesses their willingness to buy after exposure to media and purchase incen

33、tives.Forced distribution tests rely on the continuous report of consumer reactions to new products already in the market.The Global Product Launch.Introducing the product into countries in three or more regions within a narrow timeframe.Successful launches require:-Involvement of country managers-P

34、re-launchattentiontolocalization and translation requirements-Increasededucationand support of the sales channel.Benefits of a global launch-Showcases the product-Removes old models at once-Captures new product s higher margins2ProductLifeCycle产品生命周期.2.1 含义.2.2 产品生命周期的几个阶段2ProductLifeCycle产品生命周期.2.1

35、 含义.产品从投入市场到最终退出市场的全过程称为产品的生命周期，它经受产品的导入期、成长期、成熟期和衰退期四个阶段；2 Product Life Cycle2.2 产品生命周期的几个阶段2.2.1 Introduction stage 导入期2.2.2 Growth stage 成长期2.3.3 Maturity stage 成熟期2.4.4 Decline stage 衰退期2.2.1 Introduction stage 导入期导入期时只有少数创新者和早期采纳者购买该产品，销售量较小，成本高，利润低，竞争不太猛烈；这期间的营销策略是：1 快速撇脂策略， 2 缓慢撇脂策略， 3 快速渗透策略

36、， 4 缓慢渗透策略；2.2.2 Growth stage 成长期成长期时产品销售快速增长，利润快速增加，竞争者增多；此时营销策略是：1 改进和完善产品，2 寻求新的细分市场，3 转变广告宣扬的重点， 4 适时降价；2.3.3 Maturity stage 成熟期成熟期的产品销售量逐步达到最高峰，然后缓慢下降，利润下降，生产成本降到最低， 市场竞争特别猛烈；这阶段的营销策略应挑选：1 市场改良， 2 产品改良， 3 市场营销组合改良；2.4.4 Decline stage 衰退期衰退期的产品销售量急剧下降，利润很低， 顾客很少；这时的营销策略应挑选:1 维护策略， 2 转移策略， 3 收缩策略

37、， 4 舍弃策略；Question 4What are the 4 stages of product life cycle.当把国内市场扩展到国际市场时，同一产品的生命周期各个阶段在不同国家的市场上显现的时间是不一样的；.这就形成了国际市场产品生命周期；3InternationalMarketProductLifeCycle国际市场产品生命周期.3.1 定义.由于各国在科技进步及经济进展水公平方面的差别而形成的同一产品在各国的开发、生产、销售和消费上的时间差异，称之为国际市场产品生命周期；3.2 国际市场产品生命周期的几个阶段.产品介绍期.产品成长和成熟初期.产品成熟和标准化期如：四、五十岁

38、月美国生产黑白电视六七十岁月日本生产黑白电视八十岁月中国生产黑白电视.3.3 意义欢迎下载精品学习资源.- 延长产品生命周期，以达到长期占据国际市场的目的.- 不断调整产品结构，加速出口产品的更新换代.- 进展中国家可利用产品周期理论，引进发达国家的新产品，利用本国自然资源及劳动力优势，以较低成本研制生产，将产品出口到原产国，从而促使本国产品结构不断提 高；Section4Product and Brand Management产品和品牌治理Product and Brand Portfolio Management.The marketer must have a balance of ne

39、w, growing, and mature products capable of creating sustainable competitive advantage in the firm esfforts to expand geographically or add to existing market operations.Analyzing the product portfolioMarket ratesMarket positionsExample of a Product-Market PortfolioMarket-Product-Business Portfolio E

40、xample Product Portfolio ApproachADV ANTAGES.A global view of competitive structures.Global strategy based on allocationof scarce resources.Marketing objectives based on product lines in markets served .A convenient visual communication goal.DISADVANTAGES.Foreign competition does not follow the same

41、 rules as domestic competition.Relationshipsbetweenmarketshareand profitability may vary.Government regulations.Local content laws.Differentproductionsites impact perceptions of risk and quality.Managing the Brand Portfolio.A strong brand is a global marketing asset.Co-brandingA strategic alliance w

42、here two or more brandsare combined in an offer.Brand strategy decisionsUse of the corporate name.Family brands for a wide product line.Individual brands for each item in the productline.Private store brandingUmbrellabrandingwiththeintermediary s name.Separate brand names. Nestle s Branding Tree欢迎下载