国0际市场营销 ch07 国际产品决策(策略).docVIP

Chapter 7 International Product decision 第七章 国际产品决策 Structure of The Chapter Section 1 Product (产品) Section 2 Product Standardization versus Differentiation Decision 产品标准化和差异化策略 Section 3 International Market Product Life Cycle 国际市场产品生命周期 Section 4 Product and Brand Management (产品和品牌管理) Section 1 Product 1 Definition of Product 2 Levels of Product 产品层次 3 Product Classification 产品分类 1 Definition of product A product is anything that can be offered to a market and that might satisfy a want or need. 产品就是能提供给市场的可满足一个欲望或需要的任何东西。 产品概念中的两个要素： --可满足一个欲望或需要的东西，