消费者的产品和服务.pptVIP

Products and Services for ConsumersChapter 12第一页，共十四页。? Global PerspectiveDisney’s experiences internationallyTokyo DisneyEuro DisneyHong Kong Disney (2006)第二页，共十四页。 Quality Quality Defined:Defined in 2 ways:1. “Market-perceived” qualityHow does the market (consumer) perceive the quality of the product or service2. “Performance” qualityWhat is the overall “performance” of the product or service (firm’s perspective)Tends to be focused on attributes or features or meeting certain “performance” criteria第三页，共十四页。 QualityPhysical or Mandatory Requirements and AdaptationMany countries require “homologation” Requires changes to be made to products based on local product and service standardsMandatory adaptation vs. cultural adaptationMany believe adaptation occurs most often based upon local laws, or policies that are economic, political or environmentalGreen Marketing and Product Development第四页，共十四页。 Quality of ProductsHow culture plays an important role in identifying qualityA product is more than a physical item; it can be characterized as:“a bundle of satisfaction (or utilities) that the buyer receives”Many times this requires adapting names of products, appeal of products, etc…第五页，共十四页。 Innovative Products and AdaptationProduct Diffusion1. Defined:“process by which innovation spreads”2. “Crucial elements” of diffusion of new ideas are (Everett Rogers):1) an innovation; 2) which is communicated thru certain channels 3) over time 4) among members of a social system第六页，共十四页。 Quality of ProductsDiffusion of products3. Important variable that affect the rate of diffusion:A. The degree of perceived newnessB. The perceived attributes of innovationC. The methods used to communicate the idea第七页，共十四页。 Quality of ProductsDiffusion of products4. The 5 characteristics that affect the “rate of acceptance”1. Relative Advantage (marginal value of new vs. old)2. Compatibility (to values, norms)3. Complexity (more complex, more time)4. Trialability (risk associated with pro