Professional Documents
Culture Documents
15th edition
Maintaining Quality
Damage in the distribution chain
Russian chocolate
Roy Philip
Green Marketing
and Product Development
Green marketing concerns the environmental
consequences of a variety of marketing activities
Critical issues affecting product development
Control of the packaging component of solid
waste
Consumer demand for environmentally friendly
products
Innovative Products
and Adaptation
Determining the degree of newness as perceived
by the intended market
Diffusion
Established patterns of consumption and
behavior
Foreign marketing goal
Gaining the largest number of consumers in the
market
In the shortest span of time
Probable rate of acceptance
Roy Philip
Diffusion of Innovations
Crucial elements in the diffusion of new ideas
An innovation
Which is communicated through certain channels
Over time
Among the members of a social system
Five Characteristics
of an Innovation
Relative advantage
Compatibility
Complexity
Trialability
Observability
Roy Philip
Roy Philip
Marketing Consumer
Services Globally
More than half of Fortune 500 companies are
primarily service providers
Consumer services characteristics
Intangibility
Inseparability
Heterogeneity
Perishability
Services Opportunities
in Global Markets
Tourism
Transportation
Financial services
Education
Communications
Entertainment
Information
Health care
Roy Philip
Protectionism
Restrictions on transborder data flows
Protection of intellectual property
Cultural barriers and adaptation
Roy Philip
10
Brands in
International Markets
A global brand is the worldwide use of a name,
term, sign, symbol, design, or combination
Intended to identify goods or services of one
seller
To differentiate them from those of competitors
Importance is unquestionable
Most valuable company resource
Roy Philip
11
Global Brands
The Internet and other technologies accelerate
the pace of the globalization of brands
Ideally gives the company a uniform worldwide
image
Balance
Ability to translate
Roy Philip
12
Country-of-Origin Effects
and Global Brands (1 of 2)
Country-of-Origin effect
Influences that the country of manufacture,
assembly, or design
Has on a consumers positive or negative
perception of a product
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Country-of-Origin Effects
and Global Brands (2 of 2)
Countries are stereotyped
On the basis of whether they are industrialized
In the process of industrializing
In process of developing
Technical products
Perception of one manufactured in a lessdeveloped or newly industrializing country less
positive
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