Chapter Thirteen Global Product and Service Strategies
Copyright © Houghton Mifflin Company. All rights reserved Figure 13.1: Global Product Strategies
Copyright © Houghton Mifflin Company. All rights reserved Product Design in an International Environment Product Dimensions Design Features –Adapting Products to Cultural Preferences –Adapting Performance Standards –Adapting High-Technology Products –Changing Proven Products to Meet Foreign Requirements
Copyright © Houghton Mifflin Company. All rights reserved Product Design in an International Environment (cont’d) Quality Global Standards
Copyright © Houghton Mifflin Company. All rights reserved Branding Decisions Selection Procedures Selection of Internet Domain Names Single-Country Versus Global Brand Names Private Branding Strategies Global Brands Panregional Brands Trademarks Trademark and Brand Protection
Copyright © Houghton Mifflin Company. All rights reserved Fractured Translations Product Equivalent to Japanese Spam Toilet Paper Ready to Eat Pancakes Antifreeze Spray Pediatrician’s Slogan Product Equivalent to Japanese Spam Toilet Paper Ready to Eat Pancakes Antifreeze Spray Pediatrician’s Slogan English Translation Liver Putty My Fanny Brand Strawberry Crap Dessert Hot Piss Brand Specialist in Deceased Children English Translation Liver Putty My Fanny Brand Strawberry Crap Dessert Hot Piss Brand Specialist in Deceased Children English Translations made by Japanese firm that were added to labels to increase prestige for their products being sold in China SOURCE: “Some Strawberry Crap Dessert, dear?” South China Morning Post, Dec 9,1996 p. 12.
Copyright © Houghton Mifflin Company. All rights reserved Linguistic Limitations Advertising from culture does not often translate well in another culture due to differences in languages and dialects For example, Chrysler Corporation translated its U.S. theme that advertised “Dart Is Power.” To the Spanish, the phrase implied that buyers sought but lacked sexual vigor The Bacardi wanted to sell the drink in Germany called Pavane, but it is perilously close to pavian, which means “baboon” A company marketing tomato paste in the Middle East found that in Arabic the phrase “tomato paste” translates as “tomato glue” In Spanish-speaking countries words have different meanings. The word ball translates in Spanish as bola, which means ball in one country, revolution in another, a lie or fabrication in another, and is an obscenity in yet another Even pronunciation causes problems: Wrigley had trouble selling its Spearmint gum in Germany until it changed the spelling to Speermint
Copyright © Houghton Mifflin Company. All rights reserved Packaging for Global Markets Environmental Differences May Require Special Package Adaptations –Climate –Promotional Role of Package –Distribution Handling Requirements –Customs and Traditions –Environmental (Green) Consequences of the Package Itself
Copyright © Houghton Mifflin Company. All rights reserved Managing a Global Product Line Exploiting Product Life Cycles Figure 13.2: Possible Product Life Cycle for a Product in Different Countries
Copyright © Houghton Mifflin Company. All rights reserved Global Warranty and Service Policies Product Warranties Global Product Service
Copyright © Houghton Mifflin Company. All rights reserved Marketing Services Globally Business Services Opportunities for New Service Firms Services for Consumers and Individual Households