internationalmarketingmix

(4Ps)Chapter6

No.1ProductDecisioninternationalmarketingmix

(411.Productandits5featuresDefinition:★Aproductisanythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionandthatmightsatisfyawantorneed.Eg:Aromanticperfume,aNationalDayvacationtour,——alltheseareproduct.1.Productandits5featuresDe2★FivefeaturesJohnFayerweathersuggested5importantfeaturesthatarerelevanttoglobalmarketingproductdecision,includingprimaryfunctionalpurpose,secondarypurposeDurability(耐久性)andqualitymethodofoperationmaintenance★FivefeaturesJohnFayerweath31)primaryfunctionisthataproductisfirstlydesignedtohave.Eg:Forahigh-developedsociallevel,theprimaryfunctionofacellphoneistocommunicate.Foralessdevelopedsociallevel,amobilephoneisnotonlyacommunicationtoolbutalsoasymbolofhighersocialposition.2)Thus,theproducthasasecondaryfunction:asymbolofsocialposition.1)primaryfunctionisthata44ps產(chǎn)品、價(jià)格、促銷、渠道課件5Dior

cellphoneDior

cellphone63)Durabilityandqualityareveryimportantparttobeconsidered.4)thefourthcharacteristicismethodofoperation.Thisindicatesthataproductshouldbedesignedaccordingtotheconditionsofitstargetmarket.Forexample,intheUKandAustralia,driversisontheright,whileinChina,driverssightontheleft.Anautomobilemarketermusttakethisintoconsiderationwhendoingproductdesign.3)Durabilityandqualityare74ps產(chǎn)品、價(jià)格、促銷、渠道課件84ps產(chǎn)品、價(jià)格、促銷、渠道課件94ps產(chǎn)品、價(jià)格、促銷、渠道課件105)Thelastfeatureismaintenance.Theserviceofmaintenancevaryindifferentpartsoftheworld.5)Thelastfeatureismainten11A.O.SMITH售后服務(wù)A.O.122.Productclassification★Traditionally,classificationofproductisbasedonusers,hencetheconsumergoodsandindustrialgoods.1)consumerproductsTheyareproductsboughtbyfinalconsumersforpersonalconsumption.Basedonhowconsumersbuyingthem,consumerproductscanbefurtherclassified.2.Productclassification★Trad13A:convenienceproducts（便利品）arethosethatconsumersusuallybuyfrequently.Theyareusuallylowpricedandwidelyavailable.Soap,candy,newspapersareinthiscatalog.A:convenienceproducts（便利品）a144ps產(chǎn)品、價(jià)格、促銷、渠道課件154ps產(chǎn)品、價(jià)格、促銷、渠道課件16胡蝶

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力士香皂廣告胡蝶

1940s

力士香皂廣告17B:shoppingproducts（選購品）arethosepurchasedbyconsumersaftercharacteristiccomparisononsuchbasedasquality,priceandstyle.Eg:furniture,clothing,usedcars.B:shoppingproducts（選購品）are18usedcars寶馬二手車廣告usedcars194ps產(chǎn)品、價(jià)格、促銷、渠道課件204ps產(chǎn)品、價(jià)格、促銷、渠道課件214ps產(chǎn)品、價(jià)格、促銷、渠道課件22C:specialtyproducts（特色產(chǎn)品）areconsumerproductswithspecialfeaturesorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakespecialpurchaseeffort.Eg:specificbrandsandtypescars,high-pricedsportsequipment,hand-madedress.C:specialtyproducts（特色產(chǎn)品）ar234ps產(chǎn)品、價(jià)格、促銷、渠道課件244ps產(chǎn)品、價(jià)格、促銷、渠道課件25法拉利中國限量版藝術(shù)跑車全球僅1輛

法拉利中國限量版藝術(shù)跑車全球僅1輛264ps產(chǎn)品、價(jià)格、促銷、渠道課件27高級(jí)定制婚紗高級(jí)定制婚紗28D:unsought(突發(fā)的)products（非渴求產(chǎn)品）areconsumerproductsthattheconsumereitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuying.Eg:lifeinsurance,blooddonation(獻(xiàn)血).D:unsought(突發(fā)的)products（非渴求產(chǎn)292)industrialproductsTheyarethosepurchasedforfurtherprocessingorforuseinconductingabusiness(開展新的業(yè)務(wù)).2)industrialproducts303.Productstrategies

ininternationalmarketsThecontentsofaninternationalproductplan:Whichcountrytheproductwillenter?Howtochangetheoriginalproduct?Whichproductshouldbeadded?Whichbrandandpackageshouldbeused?Whichserviceandguaranteeshouldbeoffered?Whentooffertheproduct?3.Productstrategies

ininter31★MainproductstrategiesusedininternationalmarketingProduct--promotiondirectextension(dualextension)產(chǎn)品和信息直接延伸策略

Productdirectextension--promotionadaptation產(chǎn)品直接延伸，信息傳遞改變策略

Productadaptation--promotiondirectextension產(chǎn)品修改，信息傳遞直接延伸策略

Productadaptation—promotionadaptation(dualadaptation)產(chǎn)品和信息傳遞雙調(diào)整策略Productinvention全新產(chǎn)品策略

★Mainproductstrategi32Strategy1:product-communicationsextension產(chǎn)品和信息直接延伸策略Thisstrategyisverylowcostandtakesthesameproductandcommunicationstrategyintoothermarkets.如果產(chǎn)品的效用和使用方式在國內(nèi)外市場完全相同，可以直接將產(chǎn)品出口；在國際市場上采用相同的產(chǎn)品信息傳遞策略，樹立相同的產(chǎn)品形象。Strategy1:product-communicat33Eg:TheCocaColacompanysellthesameproductsinbothhomemarketandinternationalmarket.Anditusethesamecommunicationwithallkindsofconsumers.Soitbuildsthesameproductimagesbetweenhomemarketandoverseamarkets.Eg:TheCocaColacompany344ps產(chǎn)品、價(jià)格、促銷、渠道課件353PofCocaCola無處不在Pervasiveness、心中首選Preference、物有所值Pricetovalue3PofCocaCola無處不在Pervasive36Strategy2:Productdirectextension--promotionadaptation產(chǎn)品直接延伸，信息傳遞改變策略Iftheproductbasicallyfitsthedifferentneedsorsegmentsofamarket,itmayneedanadjustmentinmarketingcommunicationsonly,butdifferentproductfunctionshavetobeidentified.Eg:totranslatethebrandname:P&G-寶潔Strategy2:Productdirectext37Strategy3:Productadaptation--promotiondirectextension產(chǎn)品修改，信息傳遞直接延伸策略Theproductisadaptedtofitusageconditionsbutthecommunicationstaysthesame.Strategy3:Productadaptation38Strategy4:Productadaptation—promotionadaptation(dualadaptation)產(chǎn)品和信息傳遞雙調(diào)整策略Bothproductandcommunicationstrategiesneedattentiontofitthepeculiarneedofthemarket.上海通用別克系列中的新世紀(jì)車型經(jīng)過改進(jìn)后被冠以“君威”的名字重新上市，銷量大增。Strategy4:Productadaptation—39Strategy5:Productinvention全新產(chǎn)品策略Thisneedsatotallynewideatofittheconditionsofmarket.ThisisverymuchastrategythatcouldbeidealinaThirdWorldsituation.Thedevelopmentcostsmaybehigh,buttheadvantagesarealsoveryhigh.Strategy5:Productinvention全新40★4.Somepitfallsinproductdecisions產(chǎn)品決策中的誤區(qū)1.Productisproduct.Whenconsumerspurchasegoods,theypurchasetheserviceneededwiththegoods.2.Biggerisbetter.Consumerspaymoreattentiontofitnessthansize.★4.Somepitfallsinproductde413.Allchangeisgood.Eg:CocaColaoncetriedtomodifytheingredientsofcocaandsonfoundoutitdidnotworkasthecompanyhadexpected.Theywereforcedtokeepitsoriginalformula.Thesecaseindicatesthatsometimes,changesareworsethananythingelse.Itiscostlyandmaychangeabrandratherthanimproveit.Beside,whatconsumerswantisanimprovedproduct.3.Allchangeisgood.424.Nobodycanresistabargain.Consumerstendtobelievethatlowpricemeanslowquality.Whenthepriceofaproductdecreases,theymaybesuspiciousabouttheproduct’squality.Socompaniesneedtobeverycautiouseachtimetheywanttomakeuseofdiscountingtoattractpotentialconsumers.Brandimageisimportantinthelongrun.4.Nobodycanresistabargain435.Peopleloveluxury.Peopledopreferluxuryinmostcase,theproblemisthattheyarenotwillingtoornotabletoaffordit.Aluxuryorientedproductisnotlikelytohavealargemarketpotential.5.Peopleloveluxury.446.Peoplebuywhat’sgoodforthem.7.Theconsumerwillknowourproductisbetter.Manyproductsmayhavesimilarfunctionsandappearance,soitishardforaconsumertofigureaparticularproductoutfromlotsofsimilarcommodities.Amarketermustbringtheproducttoconsumersviaadvertisingandpackaging.6.Peoplebuywhat’sgoodfor45演講完畢，謝謝觀看！演講完畢，謝謝觀看！46internationalmarketingmix

(4Ps)Chapter6

No.1ProductDecisioninternationalmarketingmix

(4471.Productandits5featuresDefinition:★Aproductisanythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionandthatmightsatisfyawantorneed.Eg:Aromanticperfume,aNationalDayvacationtour,——alltheseareproduct.1.Productandits5featuresDe48★FivefeaturesJohnFayerweathersuggested5importantfeaturesthatarerelevanttoglobalmarketingproductdecision,includingprimaryfunctionalpurpose,secondarypurposeDurability(耐久性)andqualitymethodofoperationmaintenance★FivefeaturesJohnFayerweath491)primaryfunctionisthataproductisfirstlydesignedtohave.Eg:Forahigh-developedsociallevel,theprimaryfunctionofacellphoneistocommunicate.Foralessdevelopedsociallevel,amobilephoneisnotonlyacommunicationtoolbutalsoasymbolofhighersocialposition.2)Thus,theproducthasasecondaryfunction:asymbolofsocialposition.1)primaryfunctionisthata504ps產(chǎn)品、價(jià)格、促銷、渠道課件51Dior

cellphoneDior

cellphone523)Durabilityandqualityareveryimportantparttobeconsidered.4)thefourthcharacteristicismethodofoperation.Thisindicatesthataproductshouldbedesignedaccordingtotheconditionsofitstargetmarket.Forexample,intheUKandAustralia,driversisontheright,whileinChina,driverssightontheleft.Anautomobilemarketermusttakethisintoconsiderationwhendoingproductdesign.3)Durabilityandqualityare534ps產(chǎn)品、價(jià)格、促銷、渠道課件544ps產(chǎn)品、價(jià)格、促銷、渠道課件554ps產(chǎn)品、價(jià)格、促銷、渠道課件565)Thelastfeatureismaintenance.Theserviceofmaintenancevaryindifferentpartsoftheworld.5)Thelastfeatureismainten57A.O.SMITH售后服務(wù)A.O.582.Productclassification★Traditionally,classificationofproductisbasedonusers,hencetheconsumergoodsandindustrialgoods.1)consumerproductsTheyareproductsboughtbyfinalconsumersforpersonalconsumption.Basedonhowconsumersbuyingthem,consumerproductscanbefurtherclassified.2.Productclassification★Trad59A:convenienceproducts（便利品）arethosethatconsumersusuallybuyfrequently.Theyareusuallylowpricedandwidelyavailable.Soap,candy,newspapersareinthiscatalog.A:convenienceproducts（便利品）a604ps產(chǎn)品、價(jià)格、促銷、渠道課件614ps產(chǎn)品、價(jià)格、促銷、渠道課件62胡蝶

1940s

力士香皂廣告胡蝶

1940s

力士香皂廣告63B:shoppingproducts（選購品）arethosepurchasedbyconsumersaftercharacteristiccomparisononsuchbasedasquality,priceandstyle.Eg:furniture,clothing,usedcars.B:shoppingproducts（選購品）are64usedcars寶馬二手車廣告usedcars654ps產(chǎn)品、價(jià)格、促銷、渠道課件664ps產(chǎn)品、價(jià)格、促銷、渠道課件674ps產(chǎn)品、價(jià)格、促銷、渠道課件68C:specialtyproducts（特色產(chǎn)品）areconsumerproductswithspecialfeaturesorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakespecialpurchaseeffort.Eg:specificbrandsandtypescars,high-pricedsportsequipment,hand-madedress.C:specialtyproducts（特色產(chǎn)品）ar694ps產(chǎn)品、價(jià)格、促銷、渠道課件704ps產(chǎn)品、價(jià)格、促銷、渠道課件71法拉利中國限量版藝術(shù)跑車全球僅1輛

法拉利中國限量版藝術(shù)跑車全球僅1輛724ps產(chǎn)品、價(jià)格、促銷、渠道課件73高級(jí)定制婚紗高級(jí)定制婚紗74D:unsought(突發(fā)的)products（非渴求產(chǎn)品）areconsumerproductsthattheconsumereitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuying.Eg:lifeinsurance,blooddonation(獻(xiàn)血).D:unsought(突發(fā)的)products（非渴求產(chǎn)752)industrialproductsTheyarethosepurchasedforfurtherprocessingorforuseinconductingabusiness(開展新的業(yè)務(wù)).2)industrialproducts763.Productstrategies

ininternationalmarketsThecontentsofaninternationalproductplan:Whichcountrytheproductwillenter?Howtochangetheoriginalproduct?Whichproductshouldbeadded?Whichbrandandpackageshouldbeused?Whichserviceandguaranteeshouldbeoffered?Whentooffertheproduct?3.Productstrategies

ininter77★MainproductstrategiesusedininternationalmarketingProduct--promotiondirectextension(dualextension)產(chǎn)品和信息直接延伸策略

Productdirectextension--promotionadaptation產(chǎn)品直接延伸，信息傳遞改變策略

Productadaptation--promotiondirectextension產(chǎn)品修改，信息傳遞直接延伸策略

Productadaptation—promotionadaptation(dualadaptation)產(chǎn)品和信息傳遞雙調(diào)整策略Productinvention全新產(chǎn)品策略

★Mainproductstrategi78Strategy1:product-communicationsextension產(chǎn)品和信息直接延伸策略Thisstrategyisverylowcostandtakesthesameproductandcommunicationstrategyintoothermarkets.如果產(chǎn)品的效用和使用方式在國內(nèi)外市場完全相同，可以直接將產(chǎn)品出口；在國際市場上采用相同的產(chǎn)品信息傳遞策略，樹立相同的產(chǎn)品形象。Strategy1:product-communicat79Eg:TheCocaColacompanysellthesameproductsinbothhomemarketandinternationalmarket.Anditusethesamecommunicationwithallkindsofconsumers.Soitbuildsthesameproductimagesbetweenhomemarketandoverseamarkets.Eg:TheCocaColacompany804ps產(chǎn)品、價(jià)格、促銷、渠道課件813PofCocaCola無處不在Pervasiveness、心中首選Preference、物有所值Pricetovalue3PofCocaCola無處不在Pervasive82Strategy2:Productdirectextension--promotionadaptation產(chǎn)品直接延伸，信息傳遞改變策略Iftheproductbasicallyfitsthedifferentneedsorsegmentsofamarket,itmayneedanadjustmentinmarketingcommunicationsonly,butdifferentproductfunctionshavetobeidentified.Eg:totranslatethebrandname:P&G-寶潔Strategy2:Productdirectext83Strategy3:Productadaptation--promotiondirectextension產(chǎn)品修改，信息傳遞直接延伸策略Theproductisadaptedtofitusageconditionsbutthecommunicationstaysthesame.Strategy3:Productadaptation84Strategy4:Productadaptation—promotionadaptation(dualadaptation)產(chǎn)品和信息傳遞雙調(diào)整策略Bothproductandcommunicationstrategiesneedattentiontofitthepeculiarneedofthemarket.上海通用別克系列中的新世紀(jì)車型經(jīng)過改進(jìn)后被冠以“君威”的名字重新上市，銷量大增。Strategy4:Productadaptation—85Strategy5:Productinvention全新產(chǎn)品策略Thisneedsatotallynewideatofittheconditionsofmarket.ThisisverymuchastrategythatcouldbeidealinaThirdWorldsituation.Thedevelopmentcostsmaybehigh,buttheadvantagesarealsoveryhigh.Strategy5:Productinvention全新86★4.Somepitfallsinproductdecisions產(chǎn)品決策中的誤區(qū)1.Productisproduct.Whenconsumerspurchasegoods,theypurchasetheser