ch.13 Flashcards
product adaptation?
important for both small and large global companies
quality?
competition is placing new emphasis on manufacturing quality products, the power is shifting now from the seller to buyer, increased customer knowledge
dimensions of quality?
1- market percieved quality: features the consumer expects
2- performance quality: standard of performance
maintaining quality?
performance quality is critical
products damaaged along the supply chain are a special problem for many global brands?
because the production is distant from the product
physical or mandatory requirments?
1- product homologation: used to describe the changes mandated by local product or service standards.
2- legal, economic, political, technological requirments of local market place
3- the less economicaly developed market the greater degree of changes a product may need for acceptance
green marketing?
concerns the environmental
consequences of a variety of marketing activities
Critical issues affecting product development
1-Control of the packaging component of solid waste
2–Consumer demand for environmentally friendly products
products and culture?
the product is a bundle of satisfactions that consumer recieves
the adaptation of some products by consumers can be affected by how the product conforms with?
1- norms
2- values
3- culture
4- behavior patterns
innovative products and adaptation?
any idea percieved as new by a group of people is an innovation
diffusion?
the process by which innovation spreads such as apple finger prints is an innovation, samsung and hwawi are diffusion
Variables affecting the rate of diffusion of an
object?
1-Degree of perceived newness
2-Perceived attributes of the innovation
3-Method used to communicate the idea
Five Characteristics
of an Innovation
1- relative advantage: value of new product to the old
2- compatibility: can fit with norm and values
3- trialability: economic/ social risk associated with product use
4- complexity: complexity associated with product use 5- observability: product benefits can be communicated to customers
dimensions of product can be divided into 3 components?
1- core component: why we purchase the product
2- packaging: added value and features for grabbing customer attention ex price, quality, trademark, brand name
3- support service: if the customer faces issues with the product ex: delivery, warranty
Consumer services characteristics
1- heterogeneity
2- intangibility
3- Perishability
4- Inseparability
A service can be marketed
1- B2B
2- B2C
Services Opportunities
in Global Markets?
1-Tourism
2- Transportation
3-Financial services
4- Education
5- Communications
6- Entertainment
Barriers to Entering Global Markets for Consumer Services?
1- Protectionism
2-Restrictions on Transborder Data Flows
3-Protection of Intellectual Property
4- Cultural Barriers and adaptation
global brand?
worldwide use of a name,
term, sign, symbol, design, or combination to be able to identify goods from one seller and differntiate from competitors
National Brands?
1-Acquiring national brand names
2- Using global brand names
3- NATIONALISTIC PRIDE impact on brands
4- Use global brands where possible and national
brands where necessary
Country-of-Origin effect?
influences that the country of manufacture, assembly, or design Has on a consumer’s positive or negative perception of a product
ethnocentrism?
measuring or judjing one’s own culture against another culture ex made in china vs made in germany
Private Brands?
brands owned by retailers are growing as challengers to manufactures brands ex: carrfour
