what is a product? multidimensional, sum of all its features, bundle of utility
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What is a Product?
• Multidimensional, sum of all its features, bundle of utility
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Product Component Model
Repair and maintenance
SUPPORT SERVICESCOMPONENT
CORECOMPONENT
Installation
Instructions
Other related services
Deliveries
Warranty
Spare parts
Legal
Trademark
Brand name
Legal
Product platform
Design features
Functional features
Legal
PACKAGINGCOMPONENT
Price
Quality
Package
Styling
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Product Marketing Decisions
• Numerous
• Affected by Environmental Factors
• Affected by internal Strengths and Weaknesses
Types of Product Decisions (1) Product Positioning
• Positioning refers to the act of locating a brand in customers’ minds relative to competitive products in terms of product attributes and benefits
Positioning Map: Automobiles For Generation Yers
More “Edgy”
Less “Edgy”
ExpensiveInexpensive
Scion
Kia Sorrento
$13k
Cube
Civic$20K
Types of Product Decisions: (2) Product Mix Decisions
• Def.: Set of all products and items that a particular seller offers to buyers.
• Decisions include selection of width, length, depth, and consistency
Product Mix / Assortment E.g. P&G
Detergents Toothpaste
Ivory Soap Crest
Dreft Gleam
Tide
Cheer
Oxydol
Dash
Gain
Bold
Era
(3) Product Line Decisions
• A product line is a group of products that are closely related because they perform a similar function, are sold to the same customer groups, are marketed through the same channels
• Decisions include Product Line length, modernization, featuring, pruning
(4) Brand Name
A company’s unique designation or
trademark, which distinguishes its
offering from other product category
entries
(5)The Logo
• Graphic design element that is related to the brand name
• Companies use logos with or without brand names
• Not all brand names possess a distinct logo but many do
• e.g., the Nike swoosh, Ralph Lauren’s Polo
(6) Packaging DecisionsColor
Design and ShapePhysical Materials
Product Information
on Package
What is a Service?
• “Any act that one party can offer to another that is essentially intangible and does not result in the ownership of anything. May or may not be tied to a physical product”
Major Categories U.S. Exports of Services
Category Percentage
Services Total 28.5
Travel (hotels, etc) 8.7
Transportation (fares, freight, and port services) 7.5
Commercial, professional, and technical services (advertising,
accounting, legal, construction, engineering) 1.7
Financial services (banking and insurance) 1.5
Education and training services (most foreign student tuition) 1.0
Entertainment (movies, books, records) 0.8
Other categories (telecommunications, information, health care) 7.3
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Source: U.S. Department of Commerce, http://www.doc.gov. 2001
Service Marketing Decisions
• Product Mix
• Product Line
• Brand Name
• Logo
• Store Layout
Types of Service Marketing Decisions
Product Positioning
Montevideo, Uruguay
What is an Industrial Product?
• Goods intended for industrial use, i.e. creating other goods & services– Materials & parts (enter manufacturer’s product
completely, e.g. oil, lumber, tires, small motors)– Capital Items (long lasting, facilitate developing
finished product, e.g. buildings, generators, lift trucks)– Supplies & business services (short lasting, e.g. pens,
brooms, maintenance & repair services)
Major Categories U.S. ExportsIndustrial
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Irwin/McGraw-Hill Source: U.S. Department of Commerce, http://www.doc.gov. 2001
Category Percentage
Merchandise Total 71.5
Food, feeds, and beverages (wheat, fruit, meat) 4.8
Industrial supplies (crude oil, plastics, chemicals, metals) 15.1
Capital goods (construction equipment, aircraft, computers
telecommunication) 32.1
Automotive vehicles, engines, and part 7.7
Consumer goods (pharmaceuticals, tobacco, toys, clothing) 8.2
Other categories 3.6
To Standardize or Adapt Product/Service?
That is the Question.
Products & Services for Consumers
• Two Approaches for International Product Development– Adaptation – The strategy of altering products
to meet the needs of local markets– Global Standardization – The standardization
of products across markets & ultimately the standardization of the marketing mix worldwide
Global Standardization vs. Local Adaptation – “Continuum”
• Continuum not “One or the other”
• Global Standardization - “Ideal, theoretical”
• Regional Standardization – uniform marketing within a particular region, EU
• Globalize components, e.g. Brand Name, Logo, Image, Positioning, physical product,
Globalization
“A little boy from Japan flies to the United States with his parents, and on the way in from the airport they pass the "miracle mile" most places have now. The little boy turns to his parents and says, "Hurray! They have McDonald's here in America too!"
Globalization
• Braun (Gillette) sells kitchen appliances using same marketing mix across continents with minor mandatory adaptations (voltage, cycles)
Pro Globalization Arguments
• Global Consumers – Needs of consumers are becoming more homogenous world wide
• Global Brand Awareness facilitated by travel, communication, internet
• Results in lower price due to standardized product research, economies of scale, promotion
Adaptation - Love Hotels in Japan
• You'll find "Love Hotels" all over Japan, places designed for folks to get together. The rooms offer a fantasy of luxury and escape from crowded tiny apartments where families or neighbors might spy on licit or illicit physical pleasures. You can tell the love hotels by their bright-lit neon signs with funny names, often English inflected: Hotel Elmer, Hotel Carrot, Hotel Charm, Hotel Princess, Hotel Chrystal. And the signs out front will list two or three prices: short stays, long stays, overnight stays.
• In the lobby, you won't see any people. Only a large room menu on the wall. If a photo of a room is lit up, the room is available. You like that room, press a button next to the photo. A faceless person behind dark glass hands you a key after you hand them your cash.
LLove Hotelove Hotel
LLove Hotelove Hotel
Price InformationStay ¥ 4500 ($40)-- OPENRest ¥ 3600 ($30)-- CLOSE
AM 10:00-PM 5:00PM 3:00-PM 6:00 ¥ 2600AM 10:00-PM 4:00 ($20)
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Which Components of the Product May Require Adaptation?
Irwin/McGraw-Hill
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● Core Component
▶ Physical Product Features▶
▶ Design
*Positioning “Psychological”
● Packaging Component
▶ Style Brand Name▶
▶ Packaging Quality▶
▶ Labeling Price▶
▶ Trademarks
● Support Services Component
▶ Repair Warranties▶
▶ Maintenance Deliveries▶
▶ Instructions Spare Parts▶
▶ Installation
4
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
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?
Irwin/McGraw-Hill
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Detergent Powder (Hand laundry detergent)Strong cleaner,well-known in international marketspackaged in 150, 480 gram and 20 kilogram sizes
Shampoo
Makes hair shiny, for normal hair,packaged in 400 gram size
Adapt or Standardize?
How could this product be adapted to U.S.?
• Product?
• Package?
• Support Services?
Services
• Adaptation important because it involves people to people contact
Industrial Products
• Industrial Products Require Less Adaptation– Industrial goods share
similar buying motives worldwide
• Industrial Products main U.S. export
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