UNCW MKT 442 - Products and Services for Consumers

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Slide 0Slide 1Slide 2Products and CultureDegree of NewnessCharacteristics of InnovationsProduct Component ModelProduct Component Analysis for AdaptationSlide 8Slide 9Slide 10Slide 11Would They Sell in the United States?Products and Services for ConsumersChapter124Copyright © 2002 by The McGraw-Hill Companies, Inc. A ll rights reserved. 12-2Irwin/McGraw-HillQualityMarket-Perceived QualityMarket-Perceived QualityPerformance QualityPerformance Quality4Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Products and Culture Cultural Influences Innovative Products and Adaptation Diffusion of Innovations ▶ Degree of Perceived Newness ▶ Perceived attributes of Innovation ▶ Communication Methods Characteristics of Innovations Product of InnovationIrwin/McGraw-Hill12-34Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Degree of NewnessCongruent InnovationsCongruent InnovationsContinuous InnovationContinuous InnovationDynamically Continuous InnovationDynamically Continuous InnovationDiscontinuous InnovationDiscontinuous InnovationIrwin/McGraw-Hill12-44Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Characteristics of Innovations Relative Advantage Compatibility Complexity Trialability ObservabilityIrwin/McGraw-Hill12-54Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Product Component Model Repair and maintenanceSUPPORT SERVICESCOMPONENTCORECOMPONENT Installation Instructions Other related services Deliveries Warranty Spare parts Legal Trademark Brand name Legal Product platform Design features Functional features LegalPACKAGINGCOMPONENT Price Quality Package StylingIrwin/McGraw-Hill12-64Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Product Component Analysis for AdaptationIrwin/McGraw-Hill12-7● Core Component ▶ Physical Product Features▶ ▶ Design● Packaging Component ▶ Style Brand Name▶ ▶ Packaging Quality▶ ▶ Labeling Price▶ ▶ Trademarks● Support Services Component ▶ Repair Warranties▶ ▶ Maintenance Deliveries▶ ▶ Instructions Spare Parts▶ ▶ Installation4Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Irwin/McGraw-Hill12-8Unique Characteristics of Services1. Inseparable in that its creation cannot be separated from its consumption.2. Heterogeneous in that it is individually produced and is thus virtually unique.3. Perishable in that once created it cannot be stored but must be consumed simultaneously whit its creation.4Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Irwin/McGraw-Hill12-9Top Consumer Services Exports1. Tourism 5. Telecommunications2. Transportation 6. Entertainment3. Financial Services 7. Information4. Education 8. Health Care4Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Irwin/McGraw-Hill12-10Four Barriers That Face Consumer Services Marketers1. Protectionism2. Controls on Transborder Data Flows3. Protection of Intellectual Property4. Cultural Requirements for Adaptation4Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Brand StrategiesGlobal BrandsGlobal BrandsNational BrandsNational BrandsGlobal/National Brand MixGlobal/National Brand MixPrivate BrandPrivate BrandIrwin/McGraw-Hill12-114Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Alu-Fanny: French Foil wrapCrapsy Fruit: French cerealKum Onit: German pencil sharpenersPlopp: Scandinavian chocolatePschitt: French lemonadeAtum Bom: Portuguese tunaKack: Danish sweetsMukk: Italian yogurtPocari Sweat: Japanese sport drinkPoo: Argentine curry powderWould They Sell in the United


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