国际营销012课件.pptVIP

Never has the question “Which products or services should we sell?” been more critical than it is today. There is a lack of distinction between products and services that has led to the invention of new terms encompassing both products and services, such as market offerings and business-to-consumer marketing. However, the governmental agencies that keep track of international trade still maintain the questionable product–service distinction and therefore so does this this chapter. It is important to note that when it comes to U.S. exports targeting consumers, the totals are about evenly split among the three major categories of durable goods (such as cars and computers), nondurable goods (mainly food, drugs, and toys), and services (for example, tourism and telecommunications). The trend for larger firms is toward becoming global in orientation and strategy. However, product adaptation is as important a task in a smaller firm’s marketing effort as it is for global companies. As competition for world markets intensifies and as market preferences become more global, selling what is produced for the domestic market in the same manner as it is sold at home proves to be increasingly less effective. Follow along with the slides (or open book) as we cover Chapter 12. What you should learn from Chapter 12: ?The importance of offering a product suitable for the intended market; ?The relationship between product acceptance and the market into which it is introduced; ?The importance of quality and how quality is defined; ?Country-of-origin effects on product image; ?Physical, mandatory, and cultural requirements for product adaptation; and ?The need to view all attributes of a product in order to overcome resistance to acceptance. With the opening of Disneyland in Anaheim in 1955, the notion of the modern theme park was born. Tokyo Disneyland has also proved to be a big success, making modest money for Disney through licensing and major money for its Japanese partners.