1、Products and Services for ConsumersChapter 12Global PerspectiveDisneys experiences internationallyTokyo DisneyEuro DisneyHong Kong Disney (2006)Quality Quality Defined:Defined in 2 ways: 1. “Market-perceived” quality How does the market (consumer) perceive the quality of the product or service 2. “P

2、erformance” quality What is the overall “performance” of the product or service (firms perspective) Tends to be focused on attributes or features or meeting certain “performance” criteriaQualityPhysical or Mandatory Requirements and AdaptationMany countries require “homologation” Requires changes to

3、 be made to products based on local product and service standardsMandatory adaptation vs. cultural adaptation Many believe adaptation occurs most often based upon local laws, or policies that are economic, political or environmentalGreen Marketing and Product DevelopmentQuality of ProductsHow cultur

4、e plays an important role in identifying qualityA product is more than a physical item; it can be characterized as: “a bundle of satisfaction (or utilities) that the buyer receives” Many times this requires adapting names of products, appeal of products, etcInnovative Products and AdaptationProduct

5、Diffusion1. Defined: “process by which innovation spreads”2. “Crucial elements” of diffusion of new ideas are (Everett Rogers): 1) an innovation; 2) which is communicated thru certain channels 3) over time 4) among members of a social systemQuality of ProductsDiffusion of products3. Important variab

6、le that affect the rate of diffusion: A. The degree of perceived newness B. The perceived attributes of innovation C. The methods used to communicate the ideaQuality of ProductsDiffusion of products4. The 5 characteristics that affect the “rate of acceptance” 1. Relative Advantage (marginal value of

7、 new vs. old) 2. Compatibility (to values, norms) 3. Complexity (more complex, more time) 4. Trialability (risk associated with product use) 5. Observability (how easily benefits are communicated)Crossing Borders 12.3 pg. 352 “So this is What is Called an Innovation- But does it Flush?Quality of Pro

8、ductsAnalyzing Products thru:The Product Component Model ex. 12.1 pg. 354 1. Core Component Physical product 2. Packaging Component Style of product (labeling, trademarks) 3. Support Services Component Repair, maintenance, instructions, installationMarketing Services GloballyMarketing Services Globa

9、llyAdaptation for services is much like adaptation for productsServices are intangible where they are:InseparableHeterogeneousPerishableService Opportunities in Global MarketsTop service exports:1. Tourism2. Transportation3. Financial services4. Education5. Telecommunications6. Entertainment7. Infor

10、mation8. Health careCrossing Borders 12.6 pg. 361 “Homecare Isnt Home Decorating”Marketing Services GloballyBarriers to Services in entering Global Markets:1. Protectionism2. Restrictions on trans-border data flows Transferring personal data on consumers over borders (income, spending preferences) conflict with rights to privacy.3. Protection of intellectual property4. Cultural Barriers and Adaptation Foreign companies policies or “ways of conducting business” may be conflicting with host country valuesMarketing Services GloballyBranding Methods:1. Global