student international marketing 15th edition chapter 13
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Int'l Marketing 15th eTRANSCRIPT
International Marketing15th edition
Philip R. Cateora, Mary C. Gilly, and John L. Graham
Maintaining Quality
• Damage in the distribution chain– Russian chocolate
• Quality is essential for success in today’s competitive global market
• The decision to standardize or adapt a product is crucial in delivering quality
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Green Marketing and Product Development• Green marketing concerns the environmental
consequences of a variety of marketing activities
• Critical issues affecting product development– Control of the packaging component of solid
waste– Consumer demand for environmentally
friendly products
• European Commission guidelines for ecolabeling
• Laws to control solid waste
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Innovative Products and Adaptation
• Determining the degree of newness as perceived by the intended market
• Diffusion• Established patterns of consumption and
behavior• Foreign marketing goal– Gaining the largest number of consumers
in the market • In the shortest span of time
– Probable rate of acceptance
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Diffusion of Innovations
• Crucial elements in the diffusion of new ideas– An innovation– Which is communicated through certain channels– Over time– Among the members of a social system
• The element of time• Variables affecting the rate of diffusion of an
object– Degree of perceived newness– Perceived attributes of the innovation– Method used to communicate the idea
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Five Characteristics of an Innovation
• Relative advantage• Compatibility• Complexity• Trialability• Observability
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Product Component Model
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Exhibit 13.1
Marketing Consumer Services Globally
• More than half of Fortune 500 companies are primarily service providers
• Consumer services characteristics– Intangibility– Inseparability– Heterogeneity– Perishability
• A service can be marketed – As an industrial (business-to-business) – A consumer service
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Services Opportunities in Global Markets
• Tourism• Transportation• Financial services• Education• Communications• Entertainment• Information• Health care
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Barriers to Entering Global Markets for Consumer
Services• Four kinds of barriers face consumer
service marketers: – Protectionism– Restrictions on transborder data flows– Protection of intellectual property– Cultural barriers and adaptation
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Brands in International Markets
• A global brand is the worldwide use of a name, term, sign, symbol, design, or combination – Intended to identify goods or services of
one seller – To differentiate them from those of
competitors
• Importance is unquestionable• Most valuable company resource
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Global Brands
• The Internet and other technologies accelerate the pace of the globalization of brands
• Ideally gives the company a uniform worldwide image
• Balance• Ability to translate
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• Country-of-Origin effect– Influences that the country of
manufacture, assembly, or design • Has on a consumer’s positive or
negative perception of a product
• Consumers have broad but somewhat vague stereotypes about specific countries and specific product categories that they judge “best”
• Ethnocentrism
Country-of-Origin Effects and Global Brands (1 of 2)
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• Countries are stereotyped – On the basis of whether they are
industrialized– In the process of industrializing– In process of developing
• Technical products– Perception of one manufactured in a less-
developed or newly industrializing country less positive
• Fads often surround product from particular countries or regions
Country-of-Origin Effects and Global Brands (2 of 2)
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