课件：全球区域产品销售.pptx

Lecture Week 6: Products ;Learning objectives;Global Marketing Strategies;Analysis of potential to standardise Source: adapted from Kreutzer (1988). Reproduced with kind permission from Emerald Group Publishing Ltd; .;Standardisation / Adaptation;Coffee tastes vary across markets To keep the same brand positioning have to change the flavour of the coffee;Product Attributes;Land Rover reported to have increased the weight of its Range Rover models in USA to reclassify them as ‘trucks’, thereby avoiding a newly imposed 10% tax on $30k+ luxury cars (Kotabe Helsen 2011);Adaptation because of...;Bicycle Brochure Expert and professional bike riders dont usually need training wheels as shown in this picture from the brochure!? Even when warning labels are present, plaintiff lawyers will sometimes argue that they arent big enough or explicit enough.? ;Whether you sell a hot tub or any other product in America, you can find yourself in hot water with plaintiff lawyers if you don’t warn against the most obvious things.? ;;International Standardisation;reformer;Reformer ENLIGHTENMENT;Service Attributes;Instruction manuals Usage guidance Demonstrations Repair and maintenance Automation;Waiting Times;Cultural dimensions and automated service;Symbolic Attributes;Culture and Symbols;Divergent symbolic meanings;Cultural Sensitivity;