Marketing Services Globally
Marketing Services Globally
Adaptation for services is much like adaptation for products Services are intangible where they are:
• 1. Core Component
– Physical product
• 2. Packaging Component
– Style of product (labeling, trademarks)
• 3. Support Services Component
– Repair, maintenance, instructions, installation
Product Diffusion
1. Defined:
• “process by which innovation spreads”
2. “Crucial elements” of diffusion of new ideas are (Everett Rogers):
• 1) an innovation; 2) which is communicated thru certain channels 3) over time 4) among members of a social system
Quality of Products
Diffusion of products
3. Important variable that affect the rate of diffusion:
• A. The degree of perceived newness • B. The perceived attributes of innovation • C. The methods used to communicate thecal or Mandatory Requirements and Adaptation
Many countries require “homologation”
• Requires changes to be made to products based on local product and service standards
Crossing Borders 12.3 pg. 352 – “So this is What is Called an Innovation- But does it Flush?
Quality of Products
Analyzing Products thru:
The Product Component Model ex. 12.1 pg. 354
Mandatory adaptation vs. cultural adaptation
• Many believe adaptation occurs most often based upon local laws, or policies that are economic, political or environmental
Quality of Products
Diffusion of products
4. The 5 characteristics that affect the “rate of acceptance”
• 1. Relative Advantage (marginal value of new vs. old) • 2. Compatibility (to values, norms) • 3. Complexity (more complex, more time) • 4. Trialability (risk associated with product use) • 5. Observability (how easily benefits are communicated)
• “a bundle of satisfaction (or utilities) that the buyer receives”
– Many times this requires adapting names of products, appeal of products, etc…
Innovative Products and Adaptation
Products and Services for Consumers
Chapter 12
Global Perspective
Disney’s experiences internationally
Tokyo Disney Euro Disney Hong Kong Disney (2006)
Quality
Green Marketing and Product Development
Quality of Products
How culture plays an important role in identifying quality
A product is more than a physical item; it can be characterized as:
Quality Defined:
Defined in 2 ways:
• 1. “Market-perceived” quality
– How does the market (consumer) perceive the quality of the product or service
• 2. “Performance” quality
– What is the overall “performance” of the product or service (firm’s perspective)
– Tends to be focused on attributes or features or meeting certain “performance” criteria