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  3. Lecture International marketing - Chapter 13: Products and services for consumers

Lecture International marketing - Chapter 13: Products and services for consumers

In this chapter, students will be able to understand: How global marketing management differs from international marketing management, the need for planning to achieve company goals, the important factors for each alternative marketentry strategy, the increasing importance of international strategic alliances. Products and Services for Consumers Chapter 13 McGraw­Hill/Irwin Copyright © 2013 by The McGraw­Hill Companies, Inc. All rights reserved. Learning Objectives LO1 The importance of offering

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Products and Services for Consumers Chapter 13 McGraw­Hill/Irwin Copyright © 2013 by The McGraw­Hill Companies, Inc. All rights reserved. Learning Objectives LO1 The importance of offering a product suitable for the intended market LO2 The importance of quality and how quality is defined LO3 Physical, mandatory, and cultural requirements for product adaptation LO4 The need to view all attributes of a product to overcome resistance to acceptance LO5 Country-of-origin effects on product 13­2 International Consumer Product Trends: Opportunities and • New consumers are springing up in many emerging markets • In the more mature markets consumers’ tastes are more sophisticated and complex due to increases in purchasing power • The trend for larger firms is toward becoming global in orientation and strategy 13­3 Product Adaptation • Product adaptation is important for both small and larger global companies –As competition for world markets intensifies selling what is produced for the 13­4 domestic market is less Quality • Intense global competition is placing new emphasis on manufacturing quality products • Product life cycles are becoming shorter focusing on: • Quality products • Competitive prices and • Innovative products • The power is shifting from seller to the buyer • Customers have more choices with more companies competing for their attention • More competition and more choices power in the hands of the customer, for quality means more driving the need 13­5 ... - tailieumienphi.vn
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