Transcript MKT 543 Chap 13 Key PPT - Cal State LA

International Marketing
Chapter 13 Key Concepts
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Issues to consider in the industrial product market
Stage of Economic Development
Technology and Market Demand
Attributes of Product Quality
Quality Defined by the Customer
Lack of Universal Standards
ISO 9000 Certification
Importance of Trade Shows
The Ongoing Marketing Debate:
Adaptation or Standardization
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ADAPTATION
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STANDARDIZATION
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Consumer Products
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Industrial Products
– More sensitive
– Less sensitive
– More likely to change
existing consumption
patterns
– Less likely to change
existing consumption
patterns
The Industrial Product Market:
Issues to Consider
 Stage
of Economic Development
 Technology and Market Demand
 Quality Defined by the Customer
 Lack of Universal Standards
The Stages of Economic Development
 Preindustrial/Precommercial Stage
 Preconditions for Take-Off
 Take-Off
 Drive to Maturity
 Age of Mass Consumption
Technology and Market Demand
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Economic growth and expansion
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Asia
Newly Independent States (former USSR)
Eastern Europe
BEMs
Privatization of government industries
– Many opportunities for foreign investors
Product Quality is Defined by the Customer!
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Level of Technology
– Appropriate level
 Compliance
with Standards
– As defined by the customer
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Support Services & Follow-Through
– Comprehensive after-sales service
Requirements of
Effective Global Competition
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Effective After Sales Service
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Prompt Delivery
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Available Spare and Replacement Parts
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Proper Installation and Training
Lack of Universal Standards
 Major
Challenge for All Companies
 Extra
Challenge for American Companies
 The
Global Harmonization Task Force
ISO 9000 Certification
 Registration
and certification standard
 Applies to production processes only
 Manufacturer’s quality control system
 An important competitive marketing tool
Reaching Industrial Customers
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Print Advertising
 Catalogs (now online)
Websites
Direct Mail
 Trade Shows/Fairs