All Rights Reserved to Kardan University 2014 Kardan University Kardan.edu.af

All Rights Reserved to Kardan University 2014 Kardan.edu.af International Marketing 15 th edition

All Rights Reserved to Kardan University 2014 Kardan.edu.af Maintaining Quality Damage in the distribution chain – Russian chocolate Quality is essential for success in today’s competitive global market The decision to standardize or adapt a product is crucial in delivering quality

All Rights Reserved to Kardan University 2014 Kardan.edu.af 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 European Commission guidelines for ecolabeling Laws to control solid waste

All Rights Reserved to Kardan University 2014 Kardan.edu.af 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

All Rights Reserved to Kardan University 2014 Kardan.edu.af 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 The element of time Variables affecting the rate of diffusion of an object – Degree of perceived newness – Perceived attributes of the innovation – Method used to communicate the idea

All Rights Reserved to Kardan University 2014 Kardan.edu.af Five Characteristics of an Innovation Relative advantage Compatibility Complexity Trialability Observability

All Rights Reserved to Kardan University 2014 Kardan.edu.af Product Component Model Exhibit 13.1

All Rights Reserved to Kardan University 2014 Kardan.edu.af Marketing Consumer Services Globally More than half of Fortune 500 companies are primarily service providers Consumer services characteristics – Intangibility – Inseparability – Heterogeneity – Perishability A service can be marketed – As an industrial (business-to-business) – A consumer service

All Rights Reserved to Kardan University 2014 Kardan.edu.af Services Opportunities in Global Markets Tourism Transportation Financial services Education Communications Entertainment Information Health care

All Rights Reserved to Kardan University 2014 Kardan.edu.af Barriers to Entering Global Markets for Consumer Services Four kinds of barriers face consumer service marketers: – Protectionism – Restrictions on transborder data flows – Protection of intellectual property – Cultural barriers and adaptation

All Rights Reserved to Kardan University 2014 Kardan.edu.af 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

All Rights Reserved to Kardan University 2014 Kardan.edu.af 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

All Rights Reserved to Kardan University 2014 Kardan.edu.af 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 consumer’s positive or negative perception of a product Consumers have broad but somewhat vague stereotypes about specific countries and specific product categories that they judge “best” Ethnocentrism

All Rights Reserved to Kardan University 2014 Kardan.edu.af 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 less- developed or newly industrializing country less positive Fads often surround product from particular countries or regions