1. Copyright © 2001 by Harcourt, Inc.. All rights reserved. Requests for permissions to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc., 6277 Sea Harbor Drive, Orlando, Florida 32887-6777. INTERNATIONAL MARKETING 6e Production Adaptation Chapter 10

2. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-2 Product Variables u The Core Product a product or services that is essentially the same as that of competitorsa product or services that is essentially the same as that of competitors u The Tangible Product a product or service that is differentiated composition, origin, or tangible features from competing productsa product or service that is differentiated composition, origin, or tangible features from competing products u The Augmented Product a product or service which is serviced after the sale and carries a warrantee from the producer, producing a continuing relationship with the seller.a product or service which is serviced after the sale and carries a warrantee from the producer, producing a continuing relationship with the seller.

3. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-3 Product Variables Core Product Tangible Product Augmented Product Installation Brand Name After Sale Service Delivery and Credit Warranty Features Packaging Styling Core Benefit or Service Quality Source: Adapted from Phillip Kotler, Marketing Management, 10th edition, 2000 p. 395. Reprinted by permission of Prentice- Hall, Inc., Englewood Cliffs, New Jersey.

4. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-4 Standardization versus Adaptation u The fundamental international product decision after the decision to internationalize. u International market approach alternatives to adaptation Sell the product as it is internationally.Sell the product as it is internationally. Modify product for different countries or regions.Modify product for different countries or regions. Design new products for foreign markets.Design new products for foreign markets. Incorporate all differences into one product and introduce it globally.Incorporate all differences into one product and introduce it globally.

5. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-5 Factors Encouraging Standardization u Economies of scale in production u Economies in product R&D u Economies in marketing u “Shrinking” of the world marketplace and increasing economic integration u Global competition

6. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-6 Factors Encouraging Adaptation u Differing use conditions u Government and regulatory influences u Differing consumer behavior patterns u Local competition u True to the marketing concept

7. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-7 Strategic Adaptation to Foreign Markets Low High Industrial/ Technology Intensive Consumer Need for Adaptation Degree of Cultural Grounding Nature of Product Source: Adapted from W. Chan Kim and R. A. Mauborgne, “Cross-Cultural Strategies,” The Journal of Business Strategy 7 (Spring 1987): 31; and John A. Quelch and Edward J. Hoff, “Customizing Global Marketing,” Harvard Business Review 64 (May-June 1986): 92-101.

8. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-8 Regional, Country, or Local CharacteristicsProductCharacteristicsCompanyConsiderations Decision to Alter the Domestic Product Factors Affecting Adaptation Source: Adapted from V. Yorio, Adapting Products for Export (New York: Conference Board, 1983), 7. Reprinted with permission.

9. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-9 The Market Environment u Government Regulations Political and social agendas often dictate regulatory requirementsPolitical and social agendas often dictate regulatory requirements u Nontariff Barriers Product standards, testing, subsidized local productsProduct standards, testing, subsidized local products u Customer Characteristics, Expectations, and Preferences Physical size, local behaviors, tastes, attitudes, and traditionsPhysical size, local behaviors, tastes, attitudes, and traditions Consumption patterns, psychosocial characteristics, and general cultural criteriaConsumption patterns, psychosocial characteristics, and general cultural criteria

10. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-10 The Market Environment u Economic Development The stage of economic development affects the market size and demand characteristics. Backward innovation of the product may be required to meet local requirements.The stage of economic development affects the market size and demand characteristics. Backward innovation of the product may be required to meet local requirements. u Competitive offerings Monitoring competing local products is critical in adjusting the product for competitive advantage.Monitoring competing local products is critical in adjusting the product for competitive advantage. u Climate and geography Local climatic conditions and terrain features can make products vulnerable to damage.Local climatic conditions and terrain features can make products vulnerable to damage.

11. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-11 Product Characteristics u Product Constituents u Branding u Packaging u Appearance u Method of Operation or Usage u Quality u Service u Country-of-Origin Effects

12. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-12 Product Constituents and Branding u Product ingredients must not violate local legal regulations and social or religious customs u Care must be taken that the brand in name. term, symbol, sign, or design does not offend the local customer. Trademarks are especially vulnerable to counterfeiters. u Selecting the global brand name TranslationTranslation TransliterationTransliteration TransparencyTransparency TranscultureTransculture

13. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-13 Packaging and Appearance u Packaging serves three major functions: ProtectionProtection –Improper handling and pilferage PromotionPromotion –Language and symbols User convenienceUser convenience –Packaging aesthetics- color and shape, overall size, and purchase quantity u Adaptations in styling, color, size, and other appearance features play an importance role in how a consumer perceives a product.

14. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-14 Method of Operation or Usage u The product that is operable in in the domestic market may not be operable in the foreign market. u Electrical voltages and connectors vary around the world. English and metric standards are not comparable. u Software may have to be translated into the local language.

15. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-15 Quality and Service u Quality is essential to marketing products internationally, especially in markets where price is an important competitive factor. u ISO compliance may be required by buyers. u Servicing products in international markets requires producers to develop local repair staffs.

16. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-16 Country-of-Origin Effects u The origin of a product may have a strong effect on consumer perceptions and biases about foreign products. Swiss “Mad Cow” France

17. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-17 Company Considerations u Organizational capabilities? u Is it worth it? u Can we afford not to do it? u Can a specific return-on-investment (ROI) be attained? u Quality, price, and user perceptions? u Warranties? u Managerial talent?

18. Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-18 Product Counterfeiting u Costs U.S. firms over $60 billion a year u In 1999, losses to software piracy were more than 11 billion dollars. u Counterfeiting is estimated at 2% to 5% of total world trade annually. u The largest number of counterfeit goods come from: BrazilBrazil TaiwanTaiwan KoreaKorea IndiaIndia