Chapter 12 12 0 Creating Products for Consumers

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Chapter 12 12 -0 Creating Products for Consumers in Global Markets Irwin/Mc. Graw-Hill ©The

Chapter 12 12 -0 Creating Products for Consumers in Global Markets Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999

Brand Strategies 12 -1 Global Brands National Brands Global/National Brand Mix Private Brands Irwin/Mc.

Brand Strategies 12 -1 Global Brands National Brands Global/National Brand Mix Private Brands Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999

Products and Culture 12 -2 Cultural Influences Innovative Products and Adaptation Diffusion of Innovations

Products and Culture 12 -2 Cultural Influences Innovative Products and Adaptation Diffusion of Innovations Degree of Newness Characteristics of Innovations Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999

Degree of Newness 12 -3 Congruent Innovations Continuous Innovation Dynamically Continuous Innovation Discontinuous Innovation

Degree of Newness 12 -3 Congruent Innovations Continuous Innovation Dynamically Continuous Innovation Discontinuous Innovation Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999

Characteristics of Innovations 12 -4 Relative Advantage Compatibility Complexity Trialability Observability Irwin/Mc. Graw-Hill ©The

Characteristics of Innovations 12 -4 Relative Advantage Compatibility Complexity Trialability Observability Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999

Product Components 12 -5 Core Component Packaging Component Support Services Component Irwin/Mc. Graw-Hill ©The

Product Components 12 -5 Core Component Packaging Component Support Services Component Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999

Product Component Model 12 -6 SUPPORT SERVICES COMPONENT PACKAGING COMPONENT Repair and maintenance Brand

Product Component Model 12 -6 SUPPORT SERVICES COMPONENT PACKAGING COMPONENT Repair and maintenance Brand name Instructions Other related services Irwin/Mc. Graw-Hill Legal CORE COMPONENT Trademark Installation Product platform Deliveries Price Quality Warranty Design features Functional features Package Legal Spare parts Styling Legal ©The Mc. Graw-Hill Companies, Inc. , 1999

Factors Influencing Product Adaptation vs. Standardization 12 -7 Stage in Product Life Cycle Legal/Standards

Factors Influencing Product Adaptation vs. Standardization 12 -7 Stage in Product Life Cycle Legal/Standards Constraints Product Innovativeness Cultural Differences Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999

Would They Sell in the United States? 12 -8 u Alu-Fanny: French Foil wrap

Would They Sell in the United States? 12 -8 u Alu-Fanny: French Foil wrap u Atum Bom: Portuguese tuna u Crapsy Fruit: French cereal u Kack: Danish sweets u Kum Onit: German pencil sharpeners u Mukk: Italian yogurt u Pocari Sweat: Japanese sport drink u Poo: Argentine curry powder u Plopp: Scandinavian chocolate u Pschitt: French lemonade Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999