Transcript International Product Strategy

International
Marketing
国际市场营销学
School of International Trade,
Shandong University of Finance and Economics
山东财经大学（筹）·国际贸易学院
Think and Answer
♠ What is Marketing Mix?
♠ What is the Marketing Theory of 4Ps?
山东经济学院·国际贸易学院
School of International Trade, Shandong Economic University
♠ What is Marketing Mix?
 Marketing
mix is an important
part of enterprise marketing
strategy, which refers to using
enterprise all controllable
factors in marketing to produce
enterprise competitive
advantage.
山东经济学院·国际贸易学院
School of International Trade, Shandong Economic University
Think and Answer
♠ What is Marketing Mix?
♠ What is the Marketing Theory of 4Ps?
山东经济学院·国际贸易学院
School of International Trade, Shandong Economic University
♠ What is the Marketing Theory of 4Ps?
 Product
 Price
 Place（Distribution
Channels）
 Promotion
Jerome McCarthy
Internal Marketing
Chapter 10
4/9/2016
Chapter 9
Products and Services for Consumers
山东经济学院·国际贸易学院
School of International Trade, Shandong Economic University
Chapter 10 Products and Services for Consumers

Products and Services in International Marketing
国际营销中的产品和服务

Brands in International Marketing
国际营销中的品牌
International Marketing
Chapter 10
Introduction
P235

The opportunities for international marketers of consumer
goods and services today have never been greater.

New consumers are springing up in emerging markets
such as China, India, Latin American.

Although some of these emerging markets have little
purchasing power today, they promise to be huge
markets in the future.
International Marketing
Chapter 10
Introduction
P235

In the more mature markets of the industrialized world,
consumers’ tastes become more sophisticated and complex
due to increases in purchasing power.

Three major categories of durable goods, nondurable
goods and services.

The trend for larger firms is toward becoming global in
orientation and strategy.

Production adaption is an important a task in a smaller
firm's marketing effort as it is for global companies.
International Marketing
Chapter 10
10.1 Products and Services in International Marketing
1. Product Concept and Product Component Model
2. Products and Culture
3. Marketing Consumer Services Globally
山东经济学院·国际贸易学院
School of International Trade, Shandong Economic University
10.1 Product Concept and
Product Component Model
1. Concept of Product
 Products refer to things that can be provided to the
market to meet the need and desire of people.
产品是指能够提供给市场，并能满足人们需求和欲望的
任何东西。
 Products including:
tangible goods------ durable and nondurable goods
intangible service
International Marketing
Chapter 10
Philip Kotler

Tangible goods
durable goods
nondurable goods

Intangible service
International Marketing
Chapter 10
2. Product Component Model p246
The dimensions of a product can be divided into three distinct components
：
附加产品
形式产品
核心产品
International Marketing
Chapter 10
Core Components
• Product platform
• Design features
• Functional features
Nestle in Japan:
corn flakes is seemed as snacks
instead of breakfast
reformulated its cereals to more
closely fit Japanese taste
corn flakes
Packaging Component
• Price
• Quality
• Packages
• Styling
• Trademark
• Brand name
a well-known baby-food producer
that introduced small jars of baby
food in Africa, complete with labels
featuring a picture of a baby
consumers thouth the jars contained
ground-up babies
Support Services Component
• Deliveries
• Warranty
• Spare parts
• Repair and maintenance
• Installation
• Instructions
• Other related services
Many otherwise
successful marketing
programs have
ultimately failed
because little attention
was given to this
product component.
Enlightenment of Product Component Model
★ Please use the theory of product component
model to analyze Sony camera.
International Marketing
Chapter 10
附加产品
形式产品
核心产品
International Marketing
Chapter 10
Enlightenment from Core Components
★ A clear definition to the consumer 's core interests.
Recording important moment convenient and high quality.
International Marketing
Chapter 10
附加产品
形式产品
核心产品
International Marketing
Chapter 10
Enlightenment from Packaging Components
★ Create an attractive packaing components based on core
product.
Significantly trademark and brand name, suitable price,
high quality, appealing packages and styling.
International Marketing
Chapter 10
附加产品
形式产品
核心产品
International Marketing
Chapter 10
Enlightenment from Support Services Components
★ Provide consumers with additional services and benefits.
Deliveries in time, warranty on repair and maintenance,
simple installation, clear instructions.
International Marketing
Chapter 10

Product component
model showes that the
core componet is
important.

Quality is the most part
of core componet.
International Marketing
Chapter 10
3. Quality p235
 Intense global competition is placing new emphasis on
manufacturing quality products.
 The power in the marketplace is shifting from a sellers' to a
customers' market.
 Quality, as a competitive tool, is the deciding factor in world
markets.
 Quality can be defined on two dimensions: market-perceived
quality and performance quality.
International Marketing
Chapter 10
 Maintaining quality. p236
 Products may have to change in a number of ways to meet the
physical or mandatory requirements of a new market,
ranging from simple package changes to total redesign of the
physical core product. p237
 Product homologation is used to describe the changes
mandated by local product and service standards. p237


Legal, economic, political, technological,
and climatic requirements of the local
marketplace often dictate product adaptation
Changes may also have to be made to
accommodate climatic differences
International Marketing
Chapter 10
 Green marketing is a term used to identify concern with
the environmental consequences of a variety of marketing
activities. P238
 The designation that a product is “environmentally friendly”
is voluntary, and environmental success depends on the
consumer selecting the eco-friendly product
 In some countries each level of the distribution chain is
responsible for returning all packaging, packing, and other
waste materials up the chain
International Marketing
Chapter 10
International Marketing
Chapter 10
10.2 Products and Culture p240
1. A product is more than a physical item: It is a bundle of
satisfactions (or utilities) that the buyer receives.

Facets of products include its form,
taste, color, odor, and texture; how it
functions in use; the package; the label;
the warranty; manufacturer’s and
retailer’s servicing; the confidence or
prestige enjoyed by the brand; the
manufacturer’s reputation; the country
of origin; and any other symbolic
utility received from the possession or
use of the products.
International Marketing
Chapter 10


The adoption of some products by
consumers can be affected as much by
how the product concept conforms
with norms, values, and behavior
patterns.
Thus, many facets of products are
influenced by culture, which markets
must pay attention to.
International Marketing
Chapter 10
Think and Answer
★ Can you give an example on
products and culture?
International Marketing
Chapter 10

Diet Coke are changed to Coke Light in Japan.

Japanese consumers taken an interest in mini-dishwashers.

Famous cosmetic company Shiseido, from Japan to the
U.S.

金融服务被古兰经禁止

日本人讨厌珠光宝气

蛋糕是礼物还是食品
International Marketing
Chapter 10
2. Innovative Products and Adaptation

In international marketing, it is important to adapt
products in different country.

An important first step in adapting a product to a foreing
market is to determine the degree of newness as perceived
by the intended market.

日本卫浴设备创新
International Marketing
Chapter 10
3. Marketing Consumer Services
Globally



Consumer services characteristics p250

Intangibility

Inseparability

Heterogeneity

Perishability
A service can be marketed

An industrial (business-to-business)

A consumer service
Cultural Barriers and Adaptation p254
International Marketing
Chapter 10
3. Marketing Consumer Services
Globally

Consumer services characteristics

A service can be marketed

Cultural Barriers and Adaptation p254

Cultural barriers comes from
- Protectionism
- Restrictions on Transborder Data Flows
- Protection of Intellectual Property

Adaptation
International Marketing
Chapter 10
Brands in International Markets
• A global brand is the worldwide use of a name,
term, sign, symbol, design, or combination
– Intended to identify goods or services of one seller
– To differentiate them from those of competitors
• Importance is unquestionable
• Most valuable company resource
10.2 Brands in International
Markets

The brand is the remarkable sign added in products by
producers to distinguish between similar products
given by different manufacturers or merchants.
品牌是商品生产者或经营者在自己的产品上附加的显
著标志，以区分同类产品不同的厂家或商家。

Unified brand, individual brand, classification
brand, Intermediary brand
统一品牌，个别品牌，分类品牌，中间商品牌
International Marketing
Chapter 10
Unified Brand
International Marketing
Chapter 10
Individual Brand
International Marketing
Chapter 10
Classification Brand
Classification brand is necessary?
Think 系列
Idea 系列
International Marketing
Chapter 10
Intermediary brand
International Marketing
Chapter 10
10.2 Brands in International
Markets

The brand is the remarkable sign added in products by
producers to distinguish between similar products
given by different manufacturers or merchants.
品牌是商品生产者或经营者在自己的产品上附加的显
著标志，以区分同类产品不同的厂家或商家。

Unified brand, individual brand, classification
brand, Intermediary brand
统一品牌，个别品牌，分类品牌，中间商品牌
International Marketing
Chapter 10
10.2 Brands in International Markets
Global
Brands
National
Private
Brands
Brands
山东经济学院·国际贸易学院
School of International Trade, Shandong Economic University
1. Global Brands
(1) Concept of Global Brands
A global brand is defined as the worldwide
use of a name, term, sign, symbol (visual
and/or auditory), design, or combination
thereof intended to identify goods or services
of one seller and to differentiate them from
those of competitors. p255
全球品牌（global brand），即企业在全球
范围内使用某个名称、术语、符号、设计或
其组合，旨在标识某一公司的商品或服务，
以与竞争对手相区别。
山东经济学院·国际贸易学院
School of International Trade, Shandong Economic University
2008 Best Global Brands
Comes from: American Consulting Company "Interbrand"
International Marketing
Chapter 10
2009 Best Global Brands
Comes from: American Consulting Company "Interbrand"
Rank
Brand
Chinese Name
Country
Main Field
1
可口可乐
U.S.
Beverages
2
国际商用机器
U.S.
Business Service
3
微软
U.S.
Computer
4
谷歌
U.S.
Diversified
5
通用电气
Finland
Electronics
6
麦当劳
U.S.
Restaurants
7
英特尔
U.S.
Internet Service
8
丰田
Japan
Automotive
9
迪士尼
U.S.
Internet Service
10
惠普
U.S.
Media
International Marketing
Chapter 10
Brand Value（
Billion Dolars）
2010 Best Global Brands
Comes from: American Consulting Company "Interbrand"
Chinese Name
Country
Main Field
Brand Value（
Billion Dolars）
1
可口可乐
U.S.
Beverages
704.52
2
国际商用机器
U.S.
Business Service
647.27
3
微软
U.S.
Computer
608.95
4
谷歌
U.S.
Internet Service
435.57
5
通用电气
U.S.
Diversified
428.08
6
麦当劳
U.S.
Restaurants
335.78
7
英特尔
U.S.
Electronics
320.15
8
诺基亚
Finland
Electronics
294.95
9
迪士尼
U.S.
Media
287.31
10
惠普
U.S.
Electronics
268.67
Rank
Brand
International Marketing
Chapter 10
(2)The Advantages and Problems of Global Brands
• A successful brand is the most valuable
resource of a company
• Global brands such as Sony, Coca-Cola, McDonald’s,
Toyota, and Marlboro play an important role in that process
• perceived brand “globalness” leads to increases in sales
• The Internet and other technologies accelerate
the pace of the globalization of brands
• Ideally gives the company a uniform worldwide
image
• Ability to translate
2. National Brands p259
 Acquiring
 Using
national brand names
global brand names
 Nationalistic
 Use
pride impact on brands
global brands where possible and national brands
where necessary.
凡有可能，则使用全球品牌；凡有必要，则使用民族品牌。
山东经济学院·国际贸易学院
School of International Trade, Shandong Economic University
Nestle

雀巢公司既生产全球性品牌产品，又针对不同
国家生产民族品牌产品。

“雀巢”品牌本身是在全球范围内推行的，在一些
没有国别名牌可资利用的市场，雀巢使用全球
品牌。而在另一些市场，雀巢则收购当地的老
品牌，并发挥这些品牌的优势。在雀巢的品牌
家族里，有7000多个国别品牌。

所以，雀巢公司往往被视为一家品牌当地化、
人员地区化、技术全球化的公司。
International Marketing
Chapter 10
Unilever

联合利华也是一家既有民族品牌又有全球品牌的公司。

在波兰，联合利华引进了在多国市场销售的“奥妙”洗涤剂，但也
购买了当地品牌“Pollena2000”。尽管当地市场存在两种竞争性品
牌，即联合利华的“奥妙”和宝洁的“碧浪”，但一年之后，改头换面
的“Pollena2000”却占有市场最大的份额。

联合利华的解释是东欧顾客对外来品牌心存疑虑，他们需要买得
起而又符合自己偏好和价值观的品牌。Pollena2000之所以成功
，不仅是因为价格便宜，还因为它与当地顾客的价值观一致。
International Marketing
Chapter 10

同时，国际企业还要考虑某些国家的民族情绪对外来品牌
的影响。例如在印度，联合利华认为把自己的“Surf”洗衣粉
、力士和“Lifebuoy”香皂看作印度品牌，是至关重要的。

如同产品一样，何时让某个品牌全球化呢？答案是：视情
况而定，市场说了算——凡有可能，则使用全球品牌；凡
有必要，则使用民族品牌。
International Marketing
Chapter 10
Procter & Gamble
帮宝适
International Marketing
Chapter 10
Country-of-Origin Effects and Global Brands
 原产地效应（country of origin effect） p259

Country-of-origin effect (COE) can be defined as any influence
that the country of manufacture, assembly, or design has on a
consumer’s positive or negative perception of a product.

Consumers have broad but somewhat vague stereotypes about
specific countries and specific product categories that they judge
“best”.英国茶，法国香水，中国丝绸，意大利皮革，日本电
器，牙买加朗姆酒……

Ethnocentrism
International Marketing
Chapter 10
山东经济学院·国际贸易学院
School of International Trade, Shandong Economic University
Ethnocentrism
山东经济学院国际贸易学院
山东经济学院国际贸易学院
Country-of-Origin Effects and Global Brands

Countries are stereotyped
On the basis of whether they are
industrialized
 In the process of industrializing
 In process of developing


Technical products


Perception of one manufactured in a lessdeveloped or newly industrializing country
less positive
Fads often surround product from particular
countries or regions
International Marketing Chapter 10
They lure to pay 195
dollars and up for
scarves "Made in Italy"
by Ferragemo loses some
of its appeal when
accompanied with a
"made in China" label.
International Marketing
Chapter 10
全球品牌和国别品牌的权衡

拥有成功国别品牌的公司需要权衡全球品牌的利益和失去
成功国别品牌的风险。

全球品牌要获得与地方品牌相同的品牌忠诚和市场份额，
需要大量投入。只有当这些投入小于长期成本节约和全球
单一品牌所带来的利益，全球品牌才是可取的。

在全球品牌知名度低的国别市场，公司可通过收购顾客认
可的当地品牌，然后以新的形象重新推出。
International Marketing
Chapter 10
3. Private Brands


Growing as challengers to
manufacturers’ brands
Private labels
Provide the retailer with high margins
 Receive preferential shelf space and in-store
promotion
 Are quality products at
low prices


Manufacturers brands must
be competitively priced and
provide real consumer value
International Marketing
Chapter 10

欧尚、大润发的“大拇指”

统一银座的“统一银座”系列

屈臣氏的“屈臣氏”系列
International Marketing
Chapter 10

麦德龙“添幕”系列内衣
International Marketing
Chapter 10

家乐福“棒”系列、“家乐福”系列
家乐福自2003年开
始开发自有品牌，目前
自有品牌已经在其商品
结构中占有很重要的地
位，单品数量占总商品
数量10-15%，毛利高达
23%左右，为企业在激烈
竞争中赢得了先机。
International Marketing
Chapter 10
Summary
 The
growing globalization of markets must be
balanced with the continuing need to assess all
markets for those differences that might require
adaptation for successful acceptance
 In
spite of the forces of homogenization,
consumers also see the world of global symbols,
company images, and product choice through the
lens of their own local culture and its stage of
development and market sophistication
山东经济学院·国际贸易学院
School of International Trade, Shandong Economic University
Summary
 Each
product must be viewed in light of how it is
perceived by each culture with which it comes in
contact
 Analyzing
a product as an innovation and using
the Product Component Model may provide the
marketer with important leads for adaptation
山东经济学院·国际贸易学院
School of International Trade, Shandong Economic University
Chapter 10 Products and Services for
Consumers

Products and Services in International Marketing
国际营销中的产品和服务

Brands in International Marketing
国际营销中的品牌
International Marketing
Chapter 10
Summary

Products and Services in International Marketing
♣ Product Concept and Product Component Model
♣ Products and Culture
♣ Marketing Consumer Services Globally
International Marketing
Chapter 10
Summary

Brands in International Marketing
♣ Global Brands
♣ National Brands
♣ Private Brand
International Marketing
Chapter 10
Think and Answer
♠ Define the country-of-origin effect and
give examples.
♠ Discuss international brand marketing
strategy.
山东经济学院·国际贸易学院
School of International Trade, Shandong Economic University
Chapter 10 Products and Services for
Consumers

Products and Services in International Marketing
国际营销中的产品和服务

Brands in International Marketing
国际营销中的品牌
International Marketing
Chapter 10
Summary

Products and Services in International Marketing
♣ Product Concept and Product Component Model
♣ Products and Culture
♣ Marketing Consumer Services Globally
International Marketing
Chapter 10
Think and Answer
♠ What are three major components of a
product?
♠ Discuss their importance to product
adaptation.
♠
山东经济学院·国际贸易学院
School of International Trade, Shandong Economic University