Ebook Global marketing: Part 2
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Ebook Global marketing: Part 2
ỄỄ Thin is in." Thot is the verdict from consumers in oil ports of the world who hove mode widescreen, ilof-ponel TV seis one of the hottest new consu Ebook Global marketing: Part 2umer electronics products in years. The new digital sets represent a major improvement over the analog cathode ray tube (CRT) technology that was an integral part of TV design for more than 50 years. Today's TVs incorporate innovative technologies such os liquid crystal display (LCD) screens that pr Ebook Global marketing: Part 2eviously were offered with personal computers. Television manufacturers are now offering a variety of screen technology options, including LCD, plasmaEbook Global marketing: Part 2
. Digital Light Processing (DIP), and others. No matter which type of set they buy, consumers agree on one point: These TV sets are sleek, sexy, and cỄỄ Thin is in." Thot is the verdict from consumers in oil ports of the world who hove mode widescreen, ilof-ponel TV seis one of the hottest new consu Ebook Global marketing: Part 2channel sound of high-definition TV broadcasts; they also enjoy watching wide screen DVD movies at home. In short, the consumer electronics industry has produced a much-needed new hit product.The success of Samsung, sharp, and other marketers of flat-panel HDTVs highlights the fact that products—and Ebook Global marketing: Part 2 the brands associated with them—are arguably the most crucial element of a company's marketing program; they are integral to the company's value propEbook Global marketing: Part 2
osition. In Part III, we surveyed several topics that directly impact product strategy as o company approaches global markets. Input from a company’s ỄỄ Thin is in." Thot is the verdict from consumers in oil ports of the world who hove mode widescreen, ilof-ponel TV seis one of the hottest new consu Ebook Global marketing: Part 2g positioning established. Global marketers must also make decisions about exporting and sourcing; other market entry strategies, such as licensing and strategic alliances, may be considered as well. As we will see in Part IV, every aspect of a firm's marketing program, including pricing, distributi Ebook Global marketing: Part 2on, and communication policies, must fit the product. This chapter examines the major dimensions of global product and brand decisions. First is a revEbook Global marketing: Part 2
iew of basic product and brand concepts, followed by a discussion of local, international, and global products and brands. Product design criteria areỄỄ Thin is in." Thot is the verdict from consumers in oil ports of the world who hove mode widescreen, ilof-ponel TV seis one of the hottest new consu Ebook Global marketing: Part 2ly, new product issues in global marketing are discussed.lhe growing popularity or iìoỉ-ponel HDIVs has P'opelled Sharp and Samsung L/ecfronics to the front ranks of rfsc world's consumer electronics companies. In 2007, sharp unveiled a 108 inch ICD TV lhe world's largest. As prices fall, global dem Ebook Global marketing: Part 2and is growing rapidly. Ine Consumer Llecỉronlcs Association estimates mol 55 pcrccnl of U.S. households currentlyown af least one high definition telEbook Global marketing: Part 2
evision.BASIC PRODUCT CONCEPTSThe pnxluct "P" of the marketing mix is at the heart of the challenges anil opportunities facing global companies today:ỄỄ Thin is in." Thot is the verdict from consumers in oil ports of the world who hove mode widescreen, ilof-ponel TV seis one of the hottest new consu Ebook Global marketing: Part 2s on a global scale. Effective global marketing often entails finding a balance between the payoff from extensively adapting products and brands to local market preferences and the benefits that come from concentrating company resources on relatively standardized global products and brands.A product Ebook Global marketing: Part 2 is a good, service, or idea with both tangible and intangible attributes that collectively create value for a buyer or user. A product’s tangible attEbook Global marketing: Part 2
ributes can be assessed in physical terms such as weight, dimensions, or materials used. Consider, for example, a flat-panel TV with an I-CD screen thỄỄ Thin is in." Thot is the verdict from consumers in oil ports of the world who hove mode widescreen, ilof-ponel TV seis one of the hottest new consu Ebook Global marketing: Part 2as a built-in tuner capable of receiving high-definition TV signals over the air, and delivers a screen resolution of 1080p. These tangible, physical features translate into benefits that enhance the enjoyment of watching Hư IV broadcasts and UVD movies. Accessories such as wall mounts and floor sta Ebook Global marketing: Part 2nds enhance the value offering by enabling great flexibility in placing the set in a living room or home theater, Intangible product attributes, incluEbook Global marketing: Part 2
ding status associated with product ownership, a manufacturer's service commitment, and a brand’s overall reputation or mystique, are also important. ỄỄ Thin is in." Thot is the verdict from consumers in oil ports of the world who hove mode widescreen, ilof-ponel TV seis one of the hottest new consu Ebook Global marketing: Part 2one that is "cool" and makes a status statement (intangible product element).Product TypesA frequently used framework for classifying products distinguishes between consumer and industrial goods. For example, Kodak offers products and services to both amateur and professional photographers worldwide Ebook Global marketing: Part 2. Consumer and industrial goods, in turn, can be further classified on the basis of criteria such as buyer orientation. Buyer orientation is a composiEbook Global marketing: Part 2
te measure of the amount of effort a customer expends, the level of risk associated with a purchase, and buyer involvement in the purchase. The buyer ỄỄ Thin is in." Thot is the verdict from consumers in oil ports of the world who hove mode widescreen, ilof-ponel TV seis one of the hottest new consu Ebook Global marketing: Part 2ase, many film buyers in the United States show a strong preference for Kodak film, and significant numbers of Japanese photographers prefer Fuji. Products can also be categorized in terms of their life span (durable, nondurable, and disposable). Kodak and other companies market both single-use (dis Ebook Global marketing: Part 2posable) cameras as well as more expensive units that are meant to last for many years. As these examples from the photo industry suggest, traditionalEbook Global marketing: Part 2
product classification frameworks are fully applicable to global marketing.BrandsA brand is a complex bundle of images and experiences in the customeỄỄ Thin is in." Thot is the verdict from consumers in oil ports of the world who hove mode widescreen, ilof-ponel TV seis one of the hottest new consu Ebook Global marketing: Part 2of quality certification. Second, brands enable customers to better organize their shopping experience byhelping them seek out and find a particular product. Thus, an important brand function is to differentiate a particular company's offering from all others.Customers integrate all their experience Ebook Global marketing: Part 2s of observing, using, or consuming a product with everything they hear and read about it. Information about products and brands comes from a varietyEbook Global marketing: Part 2
of sources and cues, including advertising, publicity, word-of mouth, sales personnel, and packaging. Perceptions of service after the sale, price, anỄỄ Thin is in." Thot is the verdict from consumers in oil ports of the world who hove mode widescreen, ilof-ponel TV seis one of the hottest new consu Ebook Global marketing: Part 2 Q&AWall Strcat Journal: ‘BMW is one of lhe top broods in any industry. For you, OS CEO, ore there special responsibilities you have in maintaining or building your brand Image?'Helmut Panke, chief Executive officer, BMW: "ẦÍ provocative as It sounds, the biggest task IS >0 be able to say, 'No.' Bec Ebook Global marketing: Part 2ause in lite end. authentic brand management bods down to understanding that a brand is a promise that has to be fulfilled everywhere, al any lime. SoEbook Global marketing: Part 2
when something doesn't fa, you must make sure that that is not done. The most important role of senior management, not jusl the CEO, is to understandỄỄ Thin is in." Thot is the verdict from consumers in oil ports of the world who hove mode widescreen, ilof-ponel TV seis one of the hottest new consu Ebook Global marketing: Part 2 for.'Scvrcc The Wot Street ku-rd lĩcíiem iohori by Ned c fEbook Global marketing: Part 2
result of a company's cumulative investments in the marketing of the brand. Just as a homeowner's equity grows as a mortgage is paid off over the yearỄỄ Thin is in." Thot is the verdict from consumers in oil ports of the world who hove mode widescreen, ilof-ponel TV seis one of the hottest new consu Ebook Global marketing: Part 2nship between the brand and customers over time. The stronger the relationship, the greater the equity. For example, the value of global megabrands such as Coca-Cola and Marlboro runs in the tens of billions of dollars.1Warren Buffett, the legendary American investor who heads Berkshire Hathaway, as Ebook Global marketing: Part 2serts that the global power of brands such as Coca-Cola and Gillette permits the companies that own them to set up a protective moat around their econEbook Global marketing: Part 2
omic castles. As Buffett once explained, "The average company, by contrast, does battle daily without any such means of protection."2 lhat protectionGọi ngay
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