国际市场产品策略Product_Service_Strategies.ppt

MKTG 3002 Lec 4 2003 Teresa Davis Product/Service Strategies Factors encouraging standardisation Economies of scale in production Economies in RD Economies in Marketing Global competition Shrinking world marketplace Product/Service Strategies cont… Factors encouraging Adaptation Differing use conditions Government regulations Differing consumption patterns Local competition True to the marketing concept Product/Service Strategies cont… Product adaptation can be: Mandatory Discretionary It is affected by: Market targeted Product and its characteristics Company characteristics Market Environment Government Regulations Non-tariff barriers Customer characteristics, expectations and preferences Culture Economic development Competitive offerings Market Environment cont… Climate and geography Product characteristics Product constituents Product elements Appearance Product uses Packaging Method of operation Quality/Service Country of Branding Origin effects Services Stand-alone Services Intangibility Perishability Service capacity Customer involvement Service consistency Market transparency International Services Marketing Typical international services Growth in marketing services internationally Strategic implications The University of Sydney International Marketing Dr. Catherine Sutton-Brady The University of Sydney International Marketing Dr. Catherine Sutton-Brady The University of Sydney International Marketing Dr. Catherine Sutton-Brady The University of Sydney International Marketing Dr. Catherine Sutton-Brady The University of Sydney International Marketing Dr. Catherine Sutton-Brady The University of Sydney International Marketing Dr. Catherine Sutton-Brady The Universi