国际市场营销教程 7概要1.pptVIP

The opportunities for international marketers of consumer goods and services today have never been greater New consumers are springing up in many emerging markets, which promise to be huge markets in the future In the more mature markets consumers’ tastes become more sophisticated and complex due to increases in purchasing power The difference between tangible products and services The difference between business-to-consumer and business-to-business markets 6.1.1 Quality Intense global competition is placing new emphasis on manufacturing quality products Quality, as a competitive tool, is the deciding factor in world markets 顾客感知的质量实际的质量，结果顾客感到失望，购买次品牌的重复性降低。 顾客感知的质量=实际的质量，此时顾客反映一般，可能会持续购买。 顾客感知的质量实际的质量，结果大大刺激了顾客的购买欲望，购买重复性增加。 Legal, economic, political, technological, and climatic requirements of the local marketplace often dictate product adaptation 国际产品的设计策略 选择产品标准化策略的条件： 产品的需求特点 产品的生产特点 竞争条件 成本—收入分析 各国技术标准、法律要求等 二.产品差异化策略 At the forefront of the “green movement,” with strong public opinion and specific legislation favoring environmentally friendly marketing and products Green marketing is a term used to identify concern with the environmental consequences of a variety of marketing activities The designation that a product is “environmentally friendly” is voluntary, and environmental success depends on the consumer selecting the eco-friendly product In some countries each level of the distribution chain is responsible for returning all packaging, packing, and other waste materials up the chain 开发国际产品的几种策略 一.直接延伸 Dual Extention 改进的原因 强制性改进产品： 各国对进口产品的标准所作的特殊规定 各国对计量标准及某些特殊的技术标准的规定不同 各国自然条件的特殊性 非强制性改进产品： 文化的适应性 各国消费者的收入水平 消费者的不同偏好 国外市场的教育水平的影响 6.3 Innovative Products and Adaptation 瓦楞蜂窝复合纸板的潜在市场 替代家用电器EPS发泡塑料的绿色包装。据有关资料显示，自2004年下半年以来，科龙、长虹、海尔、海信、澳柯玛、格力、美的等国内外知名企业的品牌空调陆续采用瓦楞复合蜂窝纸板材料替代EPS发泡塑料衬垫及木质托盘，与国际市场接轨。采用瓦楞复合蜂窝纸板材料不仅降低了包装成本(每台柜式空调机的包装成本降低1 5～20元人民币左右)，而且消除了“白色污染”，并为外贸企业产品出口开辟了一条畅通的“绿色通道”。 新产品开发管理过程—— 构思（思路来源） 筛选 产品概念的形成