消费者的产品和服务.pptx

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消费者的产品和服务.pptx

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消费者的产品和服务

ProductsandServicesforConsumersChapter12

GlobalPerspectiveDisney’sexperiencesinternationallyTokyoDisneyEuroDisneyHongKongDisney(2006)

QualityQualityDefined:Definedin2ways:1.“Market-perceived”qualityHowdoesthemarket(consumer)perceivethequalityoftheproductorservice2.“Performance”qualityWhatistheoverall“performance”oftheproductorservice(firm’sperspective)Tendstobefocusedonattributesorfeaturesormeetingcertain“performance”criteria

QualityPhysicalorMandatoryRequirementsandAdaptationManycountriesrequire“homologation”RequireschangestobemadetoproductsbasedonlocalproductandservicestandardsMandatoryadaptationvs.culturaladaptationManybelieveadaptationoccursmostoftenbaseduponlocallaws,orpoliciesthatareeconomic,politicalorenvironmentalGreenMarketingandProductDevelopment

QualityofProductsHowcultureplaysanimportantroleinidentifyingqualityAproductismorethanaphysicalitem;itcanbecharacterizedas:“abundleofsatisfaction(orutilities)thatthebuyerreceives”Manytimesthisrequiresadaptingnamesofproducts,appealofproducts,etc…

InnovativeProductsandAdaptationProductDiffusion1.Defined:“processbywhichinnovationspreads”2.“Crucialelements”ofdiffusionofnewideasare(EverettRogers):1)aninnovation;2)whichiscommunicatedthrucertainchannels3)overtime4)amongmembersofasocialsystem

QualityofProductsDiffusionofproducts3.Importantvariablethataffecttherateofdiffusion:A.ThedegreeofperceivednewnessB.TheperceivedattributesofinnovationC.Themethodsusedtocommunicatetheidea

QualityofProductsDiffusionofproducts4.The5characteristicsthataffectthe“rateofacceptance”1.RelativeAdvantage(marginalvalueofnewvs.old)2.Compatibility(tovalues,norms)3.Complexity(morecomplex,moretime)4.Trialability(riskassociatedwithproductuse)5.Observability(howeasilybenefitsareco