internationalmarketingmix

(4Ps)Chapter6

No.1ProductDecision1.Productandits5featuresDefinition:★Aproductisanythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionandthatmightsatisfyawantorneed.Eg:Aromanticperfume,aNationalDayvacationtour,——alltheseareproduct.★FivefeaturesJohnFayerweathersuggested5importantfeaturesthatarerelevanttoglobalmarketingproductdecision,includingprimaryfunctionalpurpose,secondarypurposeDurability(耐久性)andqualitymethodofoperationmaintenance1)primaryfunctionisthataproductisfirstlydesignedtohave.Eg:Forahigh-developedsociallevel,theprimaryfunctionofacellphoneistocommunicate.Foralessdevelopedsociallevel,amobilephoneisnotonlyacommunicationtoolbutalsoasymbolofhighersocialposition.2)Thus,theproducthasasecondaryfunction:asymbolofsocialposition.Dior

cellphone3)Durabilityandqualityareveryimportantparttobeconsidered.4)thefourthcharacteristicismethodofoperation.Thisindicatesthataproductshouldbedesignedaccordingtotheconditionsofitstargetmarket.Forexample,intheUKandAustralia,driversisontheright,whileinChina,driverssightontheleft.Anautomobilemarketermusttakethisintoconsiderationwhendoingproductdesign.5)Thelastfeatureismaintenance.Theserviceofmaintenancevaryindifferentpartsoftheworld.A.O.SMITH售后服務(wù)2.Productclassification★Traditionally,classificationofproductisbasedonusers,hencetheconsumergoodsandindustrialgoods.1)consumerproductsTheyareproductsboughtbyfinalconsumersforpersonalconsumption.Basedonhowconsumersbuyingthem,consumerproductscanbefurtherclassified.A:convenienceproducts（便利品）arethosethatconsumersusuallybuyfrequently.Theyareusuallylowpricedandwidelyavailable.Soap,candy,newspapersareinthiscatalog.胡蝶

1940s

力士香皂廣告B:shoppingproducts（選購品）arethosepurchasedbyconsumersaftercharacteristiccomparisononsuchbasedasquality,priceandstyle.Eg:furniture,clothing,usedcars.usedcars寶馬二手車廣告C:specialtyproducts（特色產(chǎn)品）areconsumerproductswithspecialfeaturesorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakespecialpurchaseeffort.Eg:specificbrandsandtypescars,high-pricedsportsequipment,hand-madedress.法拉利中國限量版藝術(shù)跑車全球僅1輛

高級(jí)定制婚紗D:unsought(突發(fā)的)products（非渴求產(chǎn)品）areconsumerproductsthattheconsumereitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuying.Eg:lifeinsurance,blooddonation(獻(xiàn)血).2)industrialproductsTheyarethosepurchasedforfurtherprocessingorforuseinconductingabusiness(開展新的業(yè)務(wù)).3.Productstrategies

ininternationalmarketsThecontentsofaninternationalproductplan:Whichcountrytheproductwillenter?Howtochangetheoriginalproduct?Whichproductshouldbeadded?Whichbrandandpackageshouldbeused?Whichserviceandguaranteeshouldbeoffered?Whentooffertheproduct?★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

Strategy1: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。Eg:TheCocaColacompanysellthesameproductsinbothhomemarketandinternationalmarket.Anditusethesamecommunicationwithallkindsofconsumers.Soitbuildsthesameproductimagesbetweenhomemarketandoverseamarkets.3PofCocaCola無處不在Pervasiveness、心中首選Preference、物有所值PricetovalueStrategy2: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Strategy3:Productadaptation--promotiondirectextension產(chǎn)品修改，信息傳遞直接延伸策略Theproductisadaptedtofitusageconditionsbutthecommunicationstaysthesame.Strategy4: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。Strategy5:Productinvention全新產(chǎn)品策略Thisneedsatotallynewideatofittheconditionsofmarket.ThisisverymuchastrategythatcouldbeidealinaThirdWorldsituation.Thedevelopmentcostsmaybehigh,buttheadvantagesarealsoveryhigh.★4.Somepitfallsinproductdecisions產(chǎn)品決策中的誤區(qū)1.Productisproduct.Whenconsumerspurchasegoods,theypurchasetheserviceneededwiththegoods.2.Biggerisbetter.Consumerspaymoreattentiontofitnessthansize.3.Allchangeisgood.Eg:CocaColaoncetriedtomodifytheingredientsofcocaandsonfoundoutitdidnotworkasthecompanyhadexpected.Theywereforcedtokeepitsoriginalformula.Thesecaseindicatesthatsometimes,changesareworsethananythingelse.Itiscostlyandmaychangeabrandratherthanimproveit.Beside,whatconsumerswantisanimprovedproduct.4.Nobodycanresistabargain.Consumerstendtobelievethatlowpricemeanslowquality.Whenthepriceofaproductdecreases,theymaybesuspiciousabouttheproduct’squality.Socompaniesneedtobeverycautiouseachtimetheywanttomakeuseofdiscountingtoattractpotentialconsumers.Brandimageisimportantinthelongrun.5.Peopleloveluxury.Peopledopreferluxu