消费者的产品和服务.ppt

《消费者的产品和服务.ppt》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、ProductsandServicesforConsumersChapter12GlobalPerspectiveDisney’sexperiencesinternationallyTokyoDisneyEuroDisneyHongKongDisney(2006)QualityQualityDefined:Definedin2ways:1.“Market-perceived”qualityHowdoesthemarket(consumer)perceivethequalityoftheproductorservice2.“Perform

2、ance”qualityWhatistheoverall“performance”oftheproductorservice(firm’sperspective)Tendstobefocusedonattributesorfeaturesormeetingcertain“performance”criteriaQualityPhysicalorMandatoryRequirementsandAdaptationManycountriesrequire“homologation”Requireschangestobemadetoprodu

3、ctsbasedonlocalproductandservicestandardsMandatoryadaptationvs.culturaladaptationManybelieveadaptationoccursmostoftenbaseduponlocallaws,orpoliciesthatareeconomic,politicalorenvironmentalGreenMarketingandProductDevelopmentQualityofProductsHowcultureplaysanimportantroleini

4、dentifyingqualityAproductismorethanaphysicalitem;itcanbecharacterizedas:“abundleofsatisfaction(orutilities)thatthebuyerreceives”Manytimesthisrequiresadaptingnamesofproducts,appealofproducts,etc…InnovativeProductsandAdaptationProductDiffusion1.Defined:“processbywhichinnov

5、ationspreads”2.“Crucialelements”ofdiffusionofnewideasare(EverettRogers):1)aninnovation;2)whichiscommunicatedthrucertainchannels3)overtime4)amongmembersofasocialsystemQualityofProductsDiffusionofproducts3.Importantvariablethataffecttherateofdiffusion:A.Thedegreeofperceive

6、dnewnessB.TheperceivedattributesofinnovationC.ThemethodsusedtocommunicatetheideaQualityofProductsDiffusionofproducts4.The5characteristicsthataffectthe“rateofacceptance”1.RelativeAdvantage(marginalvalueofnewvs.old)2.Compatibility(tovalues,norms)3.Complexity(morecomplex,mo

7、retime)4.Trialability(riskassociatedwithproductuse)5.Observability(howeasilybenefitsarecommunicated)CrossingBorders12.3pg.352–“SothisisWhatisCalledanInnovation-ButdoesitFlush?QualityofProductsAnalyzingProductsthru:TheProductComponentModelex.12.1pg.3541.CoreComponentPhysi

8、calproduct2.PackagingComponentStyleofproduct(labeling,trademarks)3.SupportServicesComponentRepair,maint