chroducandBrandDecisions全球營(yíng)銷,沃倫·J·

Chapter10

Productand

BrandDecisionsPowerPointbyKristopherBlanchardNorthCentralUniversity?2005PrenticeHall12/21/202210-1BasicProductConceptsAproductisagood,service,orideaTangibleAttributesIntangibleAttributesProductclassificationConsumergoodsIndustrialgoods?2005PrenticeHall12/21/20222ProductTypesBuyerorientationAmountofeffortexpendedonpurchaseConveniencePreferenceShoppingSpecialty?2005PrenticeHall12/21/20223BrandsBundleofimagesandexperiencesinthecustomer’smindApromisemadebyaparticularcompanyaboutaparticularproductAqualitycertificationDifferentiationbetweencompetingproductsThesumofimpressionsaboutabrandistheBrandImage?2005PrenticeHall12/21/20224Brands?2005PrenticeHall12/21/20225BrandsTheaddedvaluethataccruestoaproductasaresultofinvestmentsinthemarketingofthebrandAnassetthatrepresentsthevaluecreatedbytherelationshipbetweenthebrandandcustomerovertime?2005PrenticeHall12/21/20226Brands“Wehavetoshifttohighvalue-addedproducts,andtodothatweneedtoimproveourbrand.”-NoboruFujimoto,PresidentSharpElectronicsCorporation?2005PrenticeHall12/21/20227LocalProductsandBrandsBrandsthathaveachievedsuccessinasinglenationalmarketRepresentthelifebloodofdomesticcompaniesEntrenchedlocalproducts/brandscanbeasignificantcompetitivehurdletoglobalcompanies?2005PrenticeHall12/21/20228InternationalProductsandBrandsOfferedinseveralmarketsinaparticularregion‘Euro-brands’?2005PrenticeHall12/21/20229GlobalProductsandBrandsGlobalproductsmeetthewantsandneedsofaglobalmarketandisofferedinallworldregionsGlobalbrandshavethesamenameandsimilarimageandpositioningthroughouttheworld?2005PrenticeHall12/21/202210GlobalProductsandBrandsAmultinationalhasoperationsindifferentcountries.Aglobalcompanyviewstheworldasasinglecountry.WeknowArgentinaandFrancearedifferent,butwetreatthemthesame.Wesellthemthesameproducts,weusethesameproductionmethods,wehavethesamecorporatepolicies.Weevenusethesameadvertising——inadifferentlanguage,ofcourse.-AlfredZeienFormerGilletteCEO?2005PrenticeHall12/20/202211BrandingStrategiesCombinationortieredbranding:allowsmarketerstoleverageacompany’sreputationwhiledevelopingadistinctiveidentityforalineofproductsSonyWalkmanCo-brandingfeaturestwoormorecompanyorproductbrandsNutraSweetandCoca-ColaIntelInside?2005PrenticeHall12/20/202212BrandingStrategiesBrandactsasanumbrellafornewproductsExample:TheVirginGroupVirginEntertainment:VirginMega-storesandMGMCinemasVirginTrading:VirginColaandVirginVodkaVirginRadioVirginMediaGroup:VirginPublishing,VirginTelevision,VirginNetVirginHotelsVirginTravelGroup:VirginAtlanticAirways,VirginHolidays?2005PrenticeHall12/20/202213GlobalBrandDevelopmentQuestionstoaskwhenmanagementseekstobuildaglobalbrand:Willanticipatedscaleeconomiesmaterialize?Howdifficultwillitbetodevelopaglobalbrandteam?Canasinglebrandbeimposedonallmarketssuccessfully??2005PrenticeHall12/20/202214GlobalBrandDevelopmentGlobalBrandLeadershipUsingorganizationalstructures,processes,andculturestoallocatebrand-buildingresourcesglobally,tocreateglobalsynergies,andtodevelopaglobalbrandstrategythatcoordinatesandleveragescountrybrandstrategies?2005PrenticeHall12/20/202215GlobalBrandDevelopmentCreateacompellingvaluepropositionThinkaboutallelementsofbrandidentityandselectnames,marks,andsymbolsthathavethepotentialforglobalizationResearchthealternativesofextendinganationalbrandversusadoptinganewbrandidentitygloballyDevelopacompany-widecommunicationsystem?2005PrenticeHall12/20/202216GlobalBrandDevelopmentDevelopaconsistentplanningprocessAssignspecificresponsibilityformanagingbrandingissuesExecutebrand-buildingstrategiesHarmonize,unravelconfusion,andeliminatecomplexity?2005PrenticeHall12/20/202217LocalversusGlobalProductsandBrands:ANeeds-BasedApproachPhysiologicalSafetySocialExternal/InternalEsteemSelf-actualization?2005PrenticeHall12/20/202218CountryofOriginasBrandElementPerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesJapanGermanyFranceItaly?2005PrenticeHall12/20/202219PackagingConsumerPackagedGoodswhenthepackagingisdesignedtoprotectorcontaintheproductduringshippingEco-PackagingbecausepackagedesignersmustaddressenvironmentalissuesOfferscommunicationcuesthatprovideconsumerswithabasisformakingapurchasedecision?2005PrenticeHall12/20/202220LabelingProvidesconsumerswithvarioustypesofinformationRegulationsdifferbycountryregardingvariousproductsHealthwarningsontobaccoproductsAmericanAutomobileLabelingActclarifiesthecountryoforigin,andfinalassemblypointEuropeanUnionrequireslabelsonallfoodproductsthatincludeingredientsfromgeneticallymodifiedcrops?2005PrenticeHall12/20/202221AestheticsGlobalmarketersmustunderstandtheimportanceofvisualaestheticsAestheticStyles(degreeofcomplexityfoundonalabel)differaroundtheworld?2005PrenticeHall12/20/202222ProductWarrantiesExpressWarrantyisawrittenguaranteethatassuresthebuyerisgettingwhattheypaidfororprovidesaremedyincaseofaproductfailureWarrantiescanbeusedasacompetitivetool?2005PrenticeHall12/20/202223Extend,Adapt,Create:StrategicAlternativesinGlobalMarketingExtension––offeringproductvirtuallyunchangedinmarketsoutsideofhomecountryAdaptation––changingelementsofdesign,function,andpackagingaccordingtoneedsofdifferentcountrymarketsCreation––developingnewproductsfortheworldmarket?2005PrenticeHall12/20/202224?2005PrenticeHall12/20/202225GlobalProductPlanning:StrategicAlternativesProductSameDifferentCommunicationDifferentSameStrategy1:DualExtensionStrategy2:ProductExtensionCommunicationAdaptationStrategy4:DualAdaptationStrategy3:ProductAdaptationCommunicationExtension?2005PrenticeHall12/20/202226HowtoChooseaStrategy?TwoerrorsthatmanagementmakesinchoosingastrategyNIH(Notinventedhere)syndromemeansmanagersignoretheadvancementsofsubsidiariesoverseasManagersimposepoliciesuponsubsidiariesbecausetheyassumewhatisrightforcustomersinonemarketisrightineverymarket?2005PrenticeHall12/20/202227HowtoChooseaStrategy?CaveDweller––newproductslaunchedinternationallytodisposeofexcessproductionNa?veNationalist–companyrecognizesgrowthopportunitiesoutsideofhomemarketGloballysensitive–companyviewsworldascompetitivemarketplace?2005PrenticeHall12/20/202228HowtoChooseaStrategy?Theproductitself,definedintermsofthefunctionorneeditservesThemarket,definedintermsoftheconditionsunderwhichtheproductisused,preferencesofpotentialcustomers,andabilitytobuytheproductAdaptationandmanufacturingcoststhecompanywillincur?2005PrenticeHall12/20/202229NewProductsinGlobalMarketingPursueopportunitiesincompetitivearenasofglobalmarketplaceFocusononeoronlyafewbusinessesActiveinvolvementfromseniormanagementAbilitytorecruitandretainbestemployeesUnderstandtheimportanceofspeedinbringingproducttomarket?2005PrenticeHall12/20/202230IdentifyingNewProductIdeasWhatisanewProduct?NewtothosewhouseitorbuyitNewtotheorganizationNewtoamarket?2005PrenticeHall12/20/202231TheInternationalNewProductDepartmentHowbigisthemarketforthisproductatvariousprices?Whatarethelikelycompetitivemovesinresponsetoouractivity?Canwemarkettheproductthroughexistingstructure?Canwesourcetheproductatacostthatwillyieldanadequateprofit?Doesproductfitourstrategicdevelopmentplan?2005PrenticeHall12/20/202232TestingNewProductsWhendoyoutestanewproduct?Wheneveraproductinteractswithhuman,mechanical,orchemicalelementsbecausethereisthepotentialforasurprisingandunexpectedincompatibilityTestcouldsimplybeobservingtheproductbeingusedwithinthemarket?2005PrenticeHall12/20/202233LookingAheadChapter11Pricingdecisions?2005PrenticeHall12/20/2022349、靜夜四無(wú)鄰鄰，荒居舊業(yè)業(yè)貧。。12月-2212月-22Tuesday,December20,202210、雨雨中中黃黃葉葉樹(shù)樹(shù)，，燈燈下下白白頭頭人人。。。。17:13:0117:13:0117:1312/20/20225:13:01PM11、以我獨(dú)獨(dú)沈久，，愧君相相見(jiàn)頻。。。12月-2217:13:0117:13Dec-2220-Dec-2212、故人江江海別，，幾度隔隔山川。。。17:13:0117:13:0117:13Tuesday,December20,202213、乍見(jiàn)翻翻疑夢(mèng)，，相悲各各問(wèn)年。。。12月-2212月-2217:13:0117:13:01December20,202214、他鄉(xiāng)生白白發(fā)，舊國(guó)國(guó)見(jiàn)青山。。。20十二二月20225:13:01下下午17:13:0112月-2215、比比不不了了得得就就不不比比，，得得不不到到的的就就不不要要。。。。。。十二二月月225:13下下午午12月月-2217:13December20,202216、行行動(dòng)動(dòng)出出成成果果，，工工作作出出財(cái)財(cái)富富。。。。2022/12/2017:13:0117:13:0120December202217、做前前，能能夠環(huán)環(huán)視四四周；；做時(shí)時(shí)，你你只能能或者者最好好沿著著以腳腳為起起點(diǎn)的的射線線向前前。。。5:13:01下下午5:13下下午午17:13:0112月月-229、沒(méi)有失失敗，只只有暫時(shí)時(shí)停止成成功！。。12月-2212月-22Tuesday,December20,202210、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒(méi)有。。。17:13:0117:13:0117:1312/20/20225:13:01PM11、成功就就是日復(fù)復(fù)一日那那一點(diǎn)點(diǎn)點(diǎn)小小努努力的積積累。。。12月-2217:13:0117:13Dec-2220-Dec-2212、世間成成事，不不求其絕絕對(duì)圓滿滿，留一一份不足足，可得得無(wú)限完完美。。。17:13:0117:13:0117:13Tuesday,December20,202213、不知香積積寺，數(shù)里里入云峰。。。12月-2212月-2217:13:0117:13:01December20,202214、意志堅(jiān)強(qiáng)強(qiáng)的人能把把世界放在在手中像泥泥塊一樣任任意揉捏。。20十二二月20225:13:01下下午17:13:0112月-2215、楚楚塞塞三三湘湘接接，，荊荊門門九九派派通通。。。。。。十二二月月225:13下下午午12月月-2217:13December20,202216、少少年年十十五五二二十十時(shí)時(shí)，，步步行行奪奪得得胡胡馬馬騎騎。。。。2022/12/2017:13:0117:13:0120December202217、空山新雨雨后，天氣氣晚來(lái)秋。。。5:13: