《国际市场营销学》第11章产策略 3.pptVIP

* 第十一章 国际市场产品策略 Product Strategies for International Markets 六. 国际新产品开发策略 P214--221 Development Strategies for International New Product （一）意义 Significance Since consumers’ requirements from international markets are different and changing continuously, and also products have their lifecycles and finally out, we have to create and develop new products into the markets for our survivals developments. 第十一章 国际市场产品策略 Product Strategies for International Markets Let’s study a case about rough competition between Nokia and Apple mobile phones. Watch the video carefully and try to understand what the story wants to tell us. Questions in Class 2+1 1. Are the new technology and new product development necessary for an enterprise? 2. What products do your have in your company? Are those products popular and competitive in the international markets? 3. Are you going to develop new products or select other products as your main selling? 第十一章 国际市场产品策略 Product Strategies for International Markets （二）新产品创意的来源 Source of Originality for New Product 1. consumers, end users; 2. company staffs such as engineers in RD dept., salesmen, product managers, advertising persons; 3. distributors, middlemen; 4. competitors, same traders or occupants; 5. government 6. traditional products, old products 7. other sources, as magazine, association, lab, unvst. 第十一章 国际市场产品策略 Product Strategies for International Markets Simple Question: In your company whom do you think is your most direct originality source for product development？ 第十一章 国际市场产品策略 Product Strategies for International Markets 七. 国际品牌策略 P222--225 International Brand Strategies Definition and Its Difference with Trade Mark 1. A product’s brand is composed with its brand name and brand logo, used to differ its products or services from other enterprises. See P223 2. Any brand is not protected by the law, only if it