150 likes | 199 Views
Products and Services for Consumers. Chapter. 12. Quality. Market-Perceived Quality. 12-2. Performance Quality. Irwin/McGraw-Hill. Products and Culture. Cultural Influences Innovative Products and Adaptation Diffusion of Innovations ▶ Degree of Perceived Newness
E N D
Products and Services for Consumers Chapter 12
Quality Market-Perceived Quality 12-2 Performance Quality Irwin/McGraw-Hill
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
Degree of Newness Congruent Innovations 12-4 Continuous Innovation Dynamically Continuous Innovation Discontinuous Innovation Irwin/McGraw-Hill
Characteristics of Innovations Relative Advantage Compatibility Complexity Trialability Observability 12-5 Irwin/McGraw-Hill
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
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
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
Top Consumer Services Exports • Tourism 5. Telecommunications • Transportation 6. Entertainment • Financial Services 7. Information • Education 8. Health Care 12-9 Irwin/McGraw-Hill
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
Brand Strategies Global Brands 12-11 National Brands Global/National Brand Mix Private Brand Irwin/McGraw-Hill
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