资源描述：
《Ch10 Product and Brand Decis》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、Chapter10 Productand BrandDecisions10-1Introduction:WhattoSell?Theinternationalmarketerneedstodeterminewhatthemarketofferingshouldbeinaforeignmarket:DefiningtheproductofferingProductsversusServices/Rights2TheProductOfferingCoreBenefitGenericProductExpectedProductAugmentedProductP
2、otentialProductSource:Adaptedfrom:P.Kotler,MarketingManagement,19943BasicProductConceptsAproductisagood,service,orideaTangibleAttributesIntangibleAttributesProductclassificationConsumergoodsIndustrialgoods4ProductWarrantyandServiceProductWarranty:Shouldacompanykeepthesamewarranty
3、forallmarketsoradaptitcountrybycountry?Shouldthefirmusewarrantyasacompetitiveweapon?ProductService:Servicecapabilitytoaccreditthefirmwithforeignsuppliershighinvestmentinfacilities,staffing,training,anddistributionnetwork5GoodsversusServices/RightsInsteadofmarketingaproductabroad,
4、thecompanymayalsosellrightsorservicesinaforeignmarket: -rights:brand/trademark/patent -services:managementskills(hotelchain)6SalesofRights-ExamplesFranchisingbusiness: -Coca-Cola:useofitsnametolicensed bottlersaroundtheworld. -Pilkington:licensingoftheprocessof floatglass. -Ot
5、her:Manpower,McDonald's,etc.7SalesofRights-ExamplesManagementContracts: -SheratonHotels:ManagementcontractforhotelsabroadSaleofconsultingandmanagementcontractsLittleequityinvested:Sheratonmanagesalmost400hotelsworldwidebuthasequityinonly40ofthem.Advantages:minimumrisk&strongcomp
6、etitiveposition.8SalesofRights-ExamplesTurn-Keyoperations:Thefirmissellingtechnicalandengineeringskills.Thefirmistrainingforeignnationalstorunaplant.Thefirmissupplyingmaterialandequipment.9InternationalProductStrategiesStraightExtensionProductProductAdaptationInnovationThefirmado
7、ptsthesamepolicyusedinitshomemarket.Thecompanycaterstotheneedsandwantsofitsforeigncustomers.Thefirmdesignsaproductfromscratchforforeigncustomers.Source:W.J.Keegan,MultinationalProductPlanning:StrategicAlternatives, JournalofMarketing,33,1969,pp.58-6210Extend,Adapt,Create:Strategi
8、cAlternativesinGlobalMarketingExtension–
