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Products and Services for Consumers

This chapter explores the significance of market-perceived quality, various degrees of innovation, service components, and unique characteristics of consumer services. It delves into global brand strategies, barriers faced by consumer services marketers, and the evaluation of product components for adaptation. Examples of unique foreign products are also discussed in relation to potential success in the United States market.

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Products and Services for Consumers

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  1. Products and Services for Consumers Chapter 12

  2. Quality Market-Perceived Quality 12-2 Performance Quality Irwin/McGraw-Hill

  3. Products and Culture  Cultural Influences  Innovative Products and Adaptation  Diffusion of Innovations ▶ Degree of Perceived Newness ▶ Perceived attributes of Innovation ▶ Communication Methods  Characteristics of Innovations  Product of Innovation 12-3 Irwin/McGraw-Hill

  4. Degree of Newness Congruent Innovations 12-4 Continuous Innovation Dynamically Continuous Innovation Discontinuous Innovation Irwin/McGraw-Hill

  5. Characteristics of Innovations  Relative Advantage  Compatibility  Complexity  Trialability  Observability 12-5 Irwin/McGraw-Hill

  6. Product Component Model SUPPORT SERVICESCOMPONENT PACKAGING COMPONENT  Repair and maintenance  Deliveries 12-6 CORE COMPONENT  Trademark  Price  Product platform  Design features  Functional features  Legal  Warranty  Installation  Quality  Brand name  Package  Instructions  Spare parts  Legal  Styling  Other related services  Legal Irwin/McGraw-Hill

  7. Product Component Analysis for Adaptation ● Core Component ▶ Physical Product ▶ Features ▶ Design ● Packaging Component ▶ Style ▶ Brand Name ▶ Packaging ▶ Quality ▶ Labeling ▶ Price ▶ Trademarks ● Support Services Component ▶ Repair ▶ Warranties ▶ Maintenance ▶ Deliveries ▶ Instructions ▶ Spare Parts ▶ Installation 12-7 Irwin/McGraw-Hill

  8. Unique Characteristics of Services • Inseparable in that its creation cannot be separated from its consumption. • Heterogeneous in that it is individually produced and is thus virtually unique. • Perishable in that once created it cannot be stored but must be consumed simultaneously whit its creation. 12-8 Irwin/McGraw-Hill

  9. Top Consumer Services Exports • Tourism 5. Telecommunications • Transportation 6. Entertainment • Financial Services 7. Information • Education 8. Health Care 12-9 Irwin/McGraw-Hill

  10. Four Barriers That Face Consumer Services Marketers • Protectionism • Controls on Transborder Data Flows • Protection of Intellectual Property • Cultural Requirements for Adaptation 12-10 Irwin/McGraw-Hill

  11. Brand Strategies Global Brands 12-11 National Brands Global/National Brand Mix Private Brand Irwin/McGraw-Hill

  12. Alu-Fanny: French Foil wrap Crapsy Fruit: French cereal Kum Onit: German pencil sharpeners Plopp: Scandinavian chocolate Pschitt: French lemonade Atum Bom: Portuguese tuna Kack: Danish sweets Mukk: Italian yogurt Pocari Sweat: Japanese sport drink Poo: Argentine curry powder Would They Sell in the United States? 12-9 Irwin/McGraw-Hill

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