《国际市场营销学》第11章产品策略.ppt

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1、第十一章第十一章 国际市场产品策略国际市场产品策略 Product Strategies for International Markets六六.国际新产品开发策略国际新产品开发策略 P214-221Development Strategies for International New Product（一）意义（一）意义 SignificanceSince consumers requirements from international markets are different and changing continuously,and also products have their

2、lifecycles and finallyout,we have to create and develop new products into the markets for our survivals&developments.第十一章第十一章 国际市场产品策略国际市场产品策略 Product Strategies for International MarketsLets study a case about rough competition between Nokia and Apple mobile phones.Watch the video carefully and try

3、 to understand what the story wants to tell us.Questions in Class 2+11.Are the new technology and new product development necessary for an enterprise?2.What products do your have in your company?Are those products popular and competitive in the international markets?3.Are you going to develop new pr

4、oducts or select other products as your main selling?第十一章第十一章 国际市场产品策略国际市场产品策略 Product Strategies for International Markets（二）新产品创意的来源（二）新产品创意的来源 Source of Originality for New Product 1.consumers,end users;pany staffs such as engineers in R&D dept.,salesmen,product managers,advertising persons;3.dis

5、tributors,middlemen;petitors,same traders or occupants;5.government 6.traditional products,old products 7.other sources,as magazine,association,lab,unvst.第十一章第十一章 国际市场产品策略国际市场产品策略 Product Strategies for International Markets Simple Question:In your company whom do you think is your most direct origi

6、nality source for product development？第十一章第十一章 国际市场产品策略国际市场产品策略 Product Strategies for International Markets七七.国际国际品牌品牌策略策略 P222-225International Brand StrategiesDefinition and Its Difference with Trade Mark1.A products brand is composed with its brand name and brand logo,used to differ its products

7、 or services from other enterprises.See P2232.Any brand is not protected by the law,only if it is registered as a special right it will be protected by the law.And now it is called trade mark.第十一章第十一章 国际市场产品策略国际市场产品策略 Product Strategies for International Markets七七.国际国际品牌品牌策略策略 P222225 International

8、Brand StrategiesOften used brand strategies in reality for international marketing activities.现实中常用品牌策略现实中常用品牌策略1.Unified brand:single brand for all different products.example:Sony brand.第十一章第十一章 国际市场产品策略国际市场产品策略 Product Strategies for International MarketsOften used brand strategies in reality for

9、international marketing activities.现实中常用品牌策略现实中常用品牌策略2.Brand Extension:one brand extends from one product or service to other products or services.example:Galanz brand.It extends from microwave oven to electromagnetic oven and then to electric roaster.第十一章第十一章 国际市场产品策略国际市场产品策略 Product Strategies for

10、 International MarketsOften used brand strategies in reality for international marketing activities.现实中常用品牌策略现实中常用品牌策略3.OEM（原厂代工，贴牌生产）（原厂代工，贴牌生产）Original Equipment Manufactures Produce products for the brands owners.example:Nike,Adidas brands.French Windo brand air conditioner made by Midea.第十一章第十一章

11、 国际市场产品策略国际市场产品策略 Product Strategies for International MarketsOften used brand strategies in reality for international marketing activities.现实中常用品牌策略现实中常用品牌策略4.multi-brands Strategies（多品牌策略）（多品牌策略）One enterprise has different brands for different products so that the brands can compete with each oth

12、er and then their different characters can be outstood.Example:P&G But such strategy is not very widely adopted.Question in Class 2+11.What products do you have in your company?And what brand name and brand logo did you give them?2.What brand strategies are you going to use for your products?Single brand or multi-brands?Will you accept OEM business if your foreign customers ask for it?Why?课后兴趣活动（选做）课后兴趣活动（选做）10+3分分Preference Practice after Class1.反复听英文歌曲反复听英文歌曲Do Re Me,并写出其英文歌词。并写出其英文歌词。2.拍摄小组合唱拍摄小组合唱 Do Re Me.为自己留下回忆，并促进为自己留下回忆，并促进 对英语学习的兴趣对英语学习的兴趣.