国际市场营销ch国际产品决策(策略).pdf

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1、Structure of The ChapterSection 1 Product(产品)Section 2 Product Standardization versus Differentiation Decision产品标准化和差异化策略Section 3 International Market Product Life Cycle 国际市场产品生命周期Section 4 Product and Brand Management (产品和品牌管理)Section 1 Product 1 Definition of Product 2 Levels of Product 产品层次 3 Pr

2、oduct Classification 产品分类1 Definition of productA product is anything that can be offered to a market and that might satisfy a want or need.产品就是能提供给市场的可满足一个欲望或需要的任何东西。产品概念中的两个要素：-可满足一个欲望或需要的东西，即产品存在的必要性?-能提供给市场的东西，即产品存在的可能性?例如：电视、电脑、报纸等都是产品，他们是能提供给市场的可满足一个欲望或需要的某些东西。而到月球旅行目前不是产品，因为不可能。Question 1?Wha

3、t is a 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 延伸(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、还是方正的个人电脑，本质上都相同，都是提供一

4、种解决问题的手段，使你更快、更好的解决问题。满足顾客需要的核心内容，即顾客真正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征：质 量（quality)、款 式(aesthetics)、功 能(function)、品牌(brand)、包装(packaging)?2.3 The Augmented

5、 Product延伸(附加)产品a product or service which is serviced after the sale and carries a warrantee from the producer,producing a continuing relationship with the seller.售后服务，如送货、安装、保证、维修、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 Product classification 产品分类?按照最终用户

6、的不同，产品可分为Consumer goods(product)消费品Industrial goods(product)工业品?按照地理范围的不同，产品可分为国内产品(Domestic Product)和 国际市 场产 品(International Market Product)。?国际市场产品是用来满足国际市场的需求的，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足，对于个性需求则需要采用不同的产品来满足，这就是我们接下来要讲的第二节内容，国际市场产品的标准化和差异化策略。Section 2 Product Standardization versus Differ

7、entiation Decision(产品标准化和差异化策略)?1 Fundamental Product Decision 1.1Standardization 1.1.1 Definition of Standardization Standardization is to sell the same product worldwide.向全世界不同市场提供相同的产品。前提是市场全球化，出现共性需求1.1.2 Factors Encouraging Standardization 促使采取产品标准化策略的因素?-Economies of scale in production 生产规模经济

8、?-Economies in 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?-Making good use of successful product concept 充分利用成功的产品概念1.1.3 The scope of application 适用范围工业品，消费品中的奢侈品和个人保健品 Industrial product luxury goods and personal care products within consumer products

9、农业机械、科研设备、法国香水1.2 Differentiation 差异化策略1.2.1 Definition of Differentiation Differentiation is to sell different products to different countries or markets.企业向不同国家或市场提供不同的产品，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

10、-Differing consumer behavior patterns 不同的消费者行为模式1.2.3 The scope of application 适用范围受文化环境影响较大的产品,如食品、服装1.3 Standardization versus Differentiation?-不同国家的企业采用的策略不同：美国、韩国、西欧的大型企业多采用产品的标准化策略；日本，多采用产品的差异化策略?-产品的不同部分采用的策略不同：核心部分标准化，外观设计差异化。2 Basic Alternatives in Approaching International Markets 产品进入国际市场的

11、方式-Sell the product as it is internationally.-Modify product for different countries or regions.-Design new products for foreign markets.2.1 Product Extension 产品延伸-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。?标准化策略的具体体现。是最简单、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）?

12、2.2.1 Definition-Modify product for different countries or regions.指把本国销售的现有产品，根据目标市场国的要求作某些改良后投放国际市场。差异化策略的具体体现。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:mandatory product 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：discretionary product adaptation

13、 文化环境不同、收入、不同偏好、教育水平2.3 Product Creation 产品创新?Design 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 Characte

14、ristics 产品特征?3.3 Company Considerations 企业考虑3 Factors Affecting Adaptation 影响产品适应的因素 3.1 The Market Environment市场环境 3.2 Product Characteristics产品特征 3.3 Company Considerations企业因素文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W

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18、0W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5

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21、N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2Factors Affecting Adaptation(课本 253 页)3.1 The Market Environment3.1.1 Government Regulations 政府规定Political and social agendas often dictate regulatory requirements.如瑞典禁止喷雾剂使用3.1.2 Nontariff Barriers Product standards,testing3.1.3 Customer Characteristics

22、,Expectations,and PreferencesPhysical size,local behaviors,tastes,attitudes,and traditions.Consumption patterns,psychosocial characteristics,and general cultural criteria.The Market Environment3.1.4 Economic DevelopmentThe stage of economic development affects the market size and demand characterist

23、ics.Backward innovation of the product may be required to meet local requirements.3.1.5 Competitive offeringsMonitoring competing local products is critical in adjusting the product for competitive advantage.3.1.6 Climate and geographyLocal climatic conditions and terrain features can make products

24、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 Product Constituents 产品组成?Product ingredients must not violate local legal regulations and soc

25、ial 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?Differentiation(差 异 化)between competing products 和竞争产品不同?The sum of impression

26、s 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 brand Product value=basic value+added value (e.g.例如brands,packaging)e.g.French perfume(香水):$140其有效成分仅占$3Branding?Care must be taken that the brand in name

27、,symbol,sign,or design does not offend the local customer.?Trademarks are especially vulnerable to counterfeiters.(伪造者 )3.2.3Packaging and Appearance 包装和外观?Packaging serves three major functions:Protection?Improper handling and pilferagePromotion?Language and symbols,Packaging aesthetics-color and s

28、hape,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 product that is operable in in the domestic market may not be operable in

29、 the foreign market.如电源插座(圆孔 扁孔)?Electrical voltages(电 压)vary around the world.English(英制)and metric standards(公文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6

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33、Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U

34、6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH

35、5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2制)are not comparable

36、.?Software may have to be translated into the local language.3.2.5 Quality and Service 质量和服务?Quality 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:International organization fo

37、r standardization 国际标准化组织?Servicing products in international markets requires producers to develop local repair staffs.(当地维修人员)3.2.6 Country-of-Origin EffectsThe origin of a product may have a strong effect on consumer perceptions(认识)and biases (偏见)about foreign products.原产国效应?The origin of a produ

38、ct may have a strong effect on consumer perceptions(认识)and biases (偏见)about foreign products.3.3 Company Considerations 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,and user percept

39、ions?企业政策:保持连贯性?Managerial talent?管理能力Section3 International market product life cycle 国际市场产品生命周期1 Product development2 product life cycle 3 International market product life cycle 1 Global Product Development?The heart of the global marketing process that focuses on building adaptability into produ

40、cts to achieve worldwide appeal.?The product development processThe main goal is to build adaptability into products and product lines for worldwide appeal.?Step 1:Idea generation?Step 2:Screening?Step 3:Product/process development?Step 4:Scale up?Step 5:CommercializationGlobal Program ManagementThe

41、 Location of R&D Activities?Past tendency was to keep activities centrally located with parent corporation headquarters.?Using foreign-based resources improves ability to compete successfully internationally.?Outsourcing shortens product development cycle time.?Determined by the existence of specifi

42、c skills.Reasons for R&D Investments Abroad?To aid technology transfer from parent to subsidiary.?To develop new and improved products specifically for foreign markets.?To develop new products and processes for application in world markets of the firm.?To generate new technology.?Host governments se

43、e R&D centers as highly desirable investments.Global Product Development Organization?Product development team that is functionally and internationally representative.?Focus on customer input to identify universal and market-unique product features.?R&D consortia allows companies to cooperate in dev

44、eloping 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 final stage of product development.?Testing ranges from reliability tests to mini-launches.?Reasons that new international products fail:Relying on instinct or hun

45、ch rather than testing 文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ5C9U6N10W2文档编码:CH5A5Q8J8D2 HX4P3Z6N8O9 ZJ

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