Products and Culture Cultural Influences Innovative Products and Adaptation Diffusion of Innovations Degree of Perceived Newness Perceives attributes of Innovation Communication Methods Characteristics of Innovations Product of Innovation Irwin/McGraw-Hill 12-3
Product Component Model Repair and maintenance SUPPORT SERVICES COMPONENT CORE COMPONENT Installation Instructions Other related services Deliveries Warranty Spare parts Legal Trademark Brand name Legal Product platform Design features Functional features Legal PACKAGING COMPONENT Price Quality Package Styling Irwin/McGraw-Hill 12-6
Product Component Analysis for Adaptation Irwin/McGraw-Hill 12-7 Core Component Physical Product Features Design Packaging Component Style Brand Name Packaging Quality Labeling Price Trademarks Support Services Component Repair Warranties Maintenance Deliveries Instructions Spare Parts Installation
Irwin/McGraw-Hill 12-8 Unique Characteristics of Services 1.Inseparable in that its creation cannot be separated from its consumption. 2.Heterogeneous in that it is individually produced and is thus virtually unique. 3.Perishable in that once created it cannot be stored but must be consumed simultaneously whit its creation.
Irwin/McGraw-Hill 12-9 Top Consumer Services Exports 1.Tourism5. Telecommunications 2.Transportation6. Entertainment 3.Financial Services7. Information 4.Education 8. Health Care
Irwin/McGraw-Hill Four Barriers That Face Consumer Services Marketers 1.Protectionism 2.Controls on Transborder Data Flows 3.Protection of Intellectual Property 4.Cultural Requirements for Adaptation
Brand Strategies Global Brands National Brands Global/National Brand Mix Private Brand Irwin/McGraw-Hill 12-11
Alu-Fanny: French Foil wrap Crapsy Fruit: French cereal Kum Onit: German pencil sharpeners Plopp: Scandinavian chocolate Pschitt: French lemonade Atum Bom: Portuguese tuna Kack: Danish sweets Mukk: Italian yogurt Pocari Sweat: Japanese sport drink Poo: Argentine curry powder Would They Sell in the United States? Irwin/McGraw-Hill 12-9