Products Services for Consumers Chapter 12 Quality Marketperceived

  • Slides: 12
Download presentation
Products & Services for Consumers Chapter 12

Products & Services for Consumers Chapter 12

Quality • Market-perceived Quality • Performance Quality • Homologation • Green Marketing – Packaging

Quality • Market-perceived Quality • Performance Quality • Homologation • Green Marketing – Packaging concerns

Products • What is a “Product”? – Physical – Psychological

Products • What is a “Product”? – Physical – Psychological

Products • Innovative Products & Adaptation – Degree of newness – Innovation – Product

Products • Innovative Products & Adaptation – Degree of newness – Innovation – Product diffusion • Diffusion of Innovation – Three variables

Analyzing Product Components for Adaptation • Product Component Model – Core component- Physical product

Analyzing Product Components for Adaptation • Product Component Model – Core component- Physical product • Product platform • Design features • Functional features

Analyzing Product Components for Adaptation – Packaging component • Trademark • Brand name •

Analyzing Product Components for Adaptation – Packaging component • Trademark • Brand name • Legal • Price • Quality • Package • Styling

Analyzing Product Components for Adaptation – Support services component • Repair & maintenance •

Analyzing Product Components for Adaptation – Support services component • Repair & maintenance • Installation • Instructions • Other services • Deliveries • Warranty • Spare parts • Legal

Marketing Services • 4 characteristics – Intangible – Inseparable – Heterogeneity (Inconsistency) – Perishable

Marketing Services • 4 characteristics – Intangible – Inseparable – Heterogeneity (Inconsistency) – Perishable (Inventory) • Opportunities – Tourism

Marketing Services • Barriers to Entering Global Markets for Services – Protectionism – Restrictions

Marketing Services • Barriers to Entering Global Markets for Services – Protectionism – Restrictions on data flows – Protection of intellectual property – Cultural barriers and adaptation

Brands in International MKT • Global brands – Mc. Donald’s, Coca-Cola – Brand image

Brands in International MKT • Global brands – Mc. Donald’s, Coca-Cola – Brand image – Problems • National brands

Brands in International MKT • Country-of-Origin Effect – Which is “best”? • Private Brands

Brands in International MKT • Country-of-Origin Effect – Which is “best”? • Private Brands – Advantages