© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS LESSON17-1 GOALS  Describe sources of product opportunities for international marketing.  Identify categories of consumer products and the importance of product lines.  Explain how services are marketed. GLOBAL PRODUCT PLANNING

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 2 International Product Opportunities New product Improved product Existing product with a new use Existing product sold in a new market

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 3 Marketing Products Around the World Consumer product categories Convenience goods Shopping goods Specialty goods The product line Organizational products

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 4 Consumer Services Characteristics of services Types of services Rented-goods services Owned-goods services Non-goods services Marketing of services Services and international trade

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS LESSON17-2 GOALS  Discuss the steps in the new product development process and the marketing research process.  Describe data collection methods used in international marketing research. DEVELOPING AND RESEARCHING PRODUCTS

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 6 Creating New Products Customer needs Technology

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 7 New Product Development Process 2. Evaluating product ideas 3. Researching product ideas 4. Marketing product ideas 1. Generating product ideas

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 8 The Marketing Research Process Phase 4: Report Results Phase 1: Identify Problem Phase 2: Collect Data Phase 3: Analyze Data

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 9 Data Collection and Analysis for Marketing Research Secondary data Primary data Surveys Quantitative research Qualitative research Observations Experiments Analyzing and using research data

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS LESSON17-3 GOALS  Describe branding and packaging techniques used by global business organizations.  Explain actions involved in planning a global product strategy. AN INTERNATIONAL PRODUCT STRATEGY

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 11 Branding and Packaging Branding and marketing Types of brands Global brand National brand Regional brand Store, manufacturer, and private brands Generics Packaging

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 12 Planning a Global Product Strategy The product life cycle Global product decisions Ceasing foreign market activities

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 13 Decline The Product Life Cycle Sales Profits GrowthMaturityIntroduction Dollar Value 0