s產(chǎn)品價(jià)格促銷渠道

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

力士士香皂廣告B:shoppingproducts（選購品）arethosepurchasedbyconsumersaftercharacteristiccomparisononsuchbasedasquality,priceandstyle.Eg:furniture,clothing,usedcars.usedcars寶馬二手車廣廣告C:specialtyproducts（特色產(chǎn)品）areconsumerproductswithspecialfeaturesorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakespecialpurchaseeffort.Eg:specificbrandsandtypescars,high-pricedsportsequipment,hand-madedress.法拉利中國限限量版藝術(shù)跑跑車全球僅僅1輛高級定制婚紗紗D:unsought(突發(fā)的)products（非渴求產(chǎn)品品）areconsumerproductsthattheconsumereitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuying.Eg:lifeinsurance,blooddonation(獻(xiàn)血血).2)industrialproductsTheyarethosepurchasedforfurtherprocessingorforuseinconductingabusiness(開開展新的業(yè)業(yè)務(wù)).3.ProductstrategiesininternationalmarketsThecontentsofaninternationalproductplan:Whichcountrytheproductwillenter?Howtochangetheoriginalproduct?Whichproductshouldbeadded?Whichbrandandpackageshouldbeused?Whichserviceandguaranteeshouldbeoffered?Whentooffertheproduct?★MainproductstrategiesusedininternationalmarketingProduct--promotiondirectextension(dualextension)產(chǎn)品和信息息直接延伸伸策略Productdirectextension--promotionadaptation產(chǎn)品直接延延伸，信息息傳遞改變變策略Productadaptation--promotiondirectextension產(chǎn)品修改，，信息傳遞遞直接延伸伸策略Productadaptation—promotionadaptation(dualadaptation)產(chǎn)品和信息息傳遞雙調(diào)調(diào)整策略Productinvention全新產(chǎn)品策策略Strategy1:product-communicationsextension產(chǎn)產(chǎn)品和信信息直接延延伸策略Thisstrategyisverylowcostandtakesthesameproductandcommunicationstrategyintoothermarkets.如果產(chǎn)品的的效用和使使用方式在在國內(nèi)外市市場完全相相同，可以以直接將產(chǎn)產(chǎn)品出口；；在國際市市場上采用用相同的產(chǎn)產(chǎn)品信息傳傳遞策略，，樹立相同同的產(chǎn)品形形象。Eg:TheCocaColacompanysellthesameproductsinbothhomemarketandinternationalmarket.Anditusethesamecommunicationwithallkindsofconsumers.Soitbuildsthesameproductimagesbetweenhomemarketandoverseamarkets.3PofCocaCola無處不在Pervasiveness、心中首選Preference、物有所值PricetovalueStrategy2:Productdirectextension--promotionadaptation產(chǎn)品直接延延伸，信息息傳遞改變變策略Iftheproductbasicallyfitsthedifferentneedsorsegmentsofamarket,itmayneedanadjustmentinmarketingcommunicationsonly,butdifferentproductfunctionshavetobeidentified.Eg:totranslatethebrandname:P&G-寶潔Strategy3:Productadaptation--promotiondirectextension產(chǎn)品修改改，信息息傳遞直直接延伸伸策略Theproductisadaptedtofitusageconditionsbutthecommunicationstaysthesame.Strategy4:Productadaptation—promotionadaptation(dualadaptation)產(chǎn)品和信信息傳遞遞雙調(diào)整整策略Bothproductandcommunicationstrategiesneedattentiontofitthepeculiarneedofthemarket.上海通用用別克系系列中的的新世紀(jì)紀(jì)車型經(jīng)經(jīng)過改進(jìn)進(jìn)后被冠冠以“君君威”的的名字重重新上市市，銷量量大增。。Strategy5:Productinvention全新產(chǎn)品品策略Thisneedsatotallynewideatofittheconditionsofmarket.ThisisverymuchastrategythatcouldbeidealinaThirdWorldsituation.Thedevelopmentcostsmaybehigh,buttheadvantagesarealsoveryhigh.★4.Somepitfallsinproductdecisions產(chǎn)產(chǎn)品決決策中的的誤區(qū)1.Productisproduct.Whenconsumerspurchasegoods,theypurchasetheserviceneededwiththegoods.2.Biggerisbetter.Consumerspaymoreattentiontofitnessthansize.3.Allchangeisgood.Eg:CocaColaoncetriedtomodifytheingredientsofcocaandsonfoundoutitdidnotworkasthecompanyhadexpected.Theywereforcedtokeepitsoriginalformula.Thesecaseindicatesthatsometimes,changesareworsethananythingelse.Itiscostlyandmaychangeabrandratherthanimproveit.Beside,whatconsumerswantisanimprovedproduct.4.Nobodycanresistabargain.Consumerstendtobelievethatlowpricemeanslowquality.Whenthepriceofaproductdecreases,theymaybesuspiciousaboutth