1. Product & Brand Decisions
Chapter 10

2. Both tangible and intangible product attributes are important:
___________ attributes: _________ attributes such as ___________, dimensions, and materials.
_______________ attributes: i.e., status, reputation, and mystique. ____________________

3. Product Types
Consumer or Industrial??????
___________

4. __________________________:
a name, term, symbol, design, or combination thereof that __________ a seller’s product and ______________ them from competitors’ products.

5. Brand __________________:
a ___________ image about both the __________________ product and the company that markets it.
It is the sum of _____________ about a product or brand that come from all information sources and cues. i.e., Company ________, _______ stories, Promotion activities, Advertising, etc.

6. Brand ______________________:
the brand’s _________ to a company as an ___________________ asset.
It represents the cumulative added _____________ of a company’s ______________ in the marketing of a brand _________________________.

7. Product
The _____________ good and all of its ___________ and _________________ benefits.

8. Sokenbicha (___________): a noncarbonated ginseng flavored beverage
__________ Products & Brands: A product & brand that has achieved success in a _______________ market
Sokenbicha (___________): a noncarbonated ginseng flavored beverage

9. ______________ Product
They meet the wants and needs of a ______________ market.
Products that can successfully be sold __________ the home country without ________________.

10. Global Product Advantages:
___________________________ with creating a single ad campaign.
_____________________ cost savings
Improved ____________________
Improved customer _______________

11. Global ________________
The _____ name and a ________ image and positioning throughout the world.
Sony prior to 1980: Japan = “___________”; United Kingdom = “_______________”’ & U.S. = “__________________________”
Note: The marketing lesson that was learned from the history of the Sony Walkman is: Having multiple local brand names can ______________________________.

12. Global Products vs Global Brands

13. ___________________: two or more different company or product brands are featured prominently on product packaging &/or advertisements.
i.e., Around the world various brands of computers are sold proclaiming “Intel Inside”.

14. Brand _________________: using an _______________ brand name as an ______________ when entering new businesses or developing new product lines.
_____________

15. ______________________ Brand: The brand name of a ________________________.
i.e.,

16. ______________ Brand: a brand name owned by a _________________ or a _______________________.
i.e., Hunt Club (JCPenney), Sam’s American Choice (Wal-Mart).

17. Maslow’s Hierarchy of Needs:_____________ & (_______)
_______________
(____________)
___________________
________ (___________)
_______ (____________)
____________ (____________)
_____________ (______________)

18. Maslow’s hierarchy: Traditional & Asian Equivalent
It is applicable to _________________ because it can help explain how __________ human needs can drive the development of global products.
1. ______________________ needs: requirements for _________, i.e., food, water, sex

19. 2. __________: these include __________ and ______________ from physical and emotional pain and suffering.
i.e., life insurance, carbon monoxide detectors, decay-fighting toothpaste.
3. ___________ (________________): human requirement for _________ and ____________ and a sense of belonging.
i.e., ads for cosmetics and jewelry

20. 4. Internal & External Esteem: self-____________, self-____________ and the ______________ of others.
Admiration: satisfied through acts that ___________________ within a group.
i.e., shopping at Neiman Marcus; owning a ________; or a __________ pen (Gillette Co.), that will serve the recipient as a __________________.

21. Status: esteem of ________ as a whole.
5. Self-Actualization (Status): these refer to people’s need to __________ and to ___________________. i.e.,
U.S. Army: “Be All That You Can Be”
“___________________________________”
Status: esteem of ________ as a whole.
Nearly half of all sales revenues of ____________ are generated in Asia

22. _______________________ Effects
Typically communicated by the phrase “_______________________ (country).”
_____________ towards foreign products:
i.e., the success of many imported beers in the U.S. “____________” segment.
i.e., Made in Russia or Made in South Africa: ________________ country of origin bias.

23. Global Product Planning: ____________________________
____________________ Strategy:
it calls for marketing a ___________ product or using a standardized ____________________ approach in ________________ markets, or both.

24. ________________ Strategy:
involves __________________ ________________ of design, function, or packaging in response to ____________ or _______________________ in particular country markets.

25. Global Product Planning: Strategy Alt.
_______________
________________
Strategy 4
________________
Different
Communication
Strategy 1
_______________
Strategy 3
________________
Same
Same
Different
Product

26. Strategy 1: Product-Communication Extension (Dual Extension)
This is the ____________ product mkt. strategy and in many instances, the most ________ one.
i.e., Gillette’s Sensor razor and “Best a ____________ Can Get”

27. Strategy 2: Product Extension- Communication Adaptation
When a product fills a ____________ need, appeals to a different segment, or serves a different ______________ outside the home-country market.
i.e., ______________ mixes that have long been popular in Europe are marketed as _______________ in the U.S.

28. Strategy 3: Product-Adaptation - Communication Extension
Global product planning is to extend, _________________, the basic home-market communications strategy while _______________ the product to local use or preference conditions.

29. Strategy 4: Product-Communication Adaptation (Dual Adaptation)
When environmental __________ or consumer preferences ________ and the same is true of the ___________________ a product serves or consumer receptivity to advertising appeals.

30. Generally speaking, which of the following product categories represents the best potential for extension into international markets without adaptation.
A. food products B. intangible products C. industrial products D. companion products

31. New Product Ideas
Continuous _______________: typically are “________________________” versions of ____________________ products & require less R&D expenditure.
_____________________________ influence on established consumption patterns.
i.e., The formulation, imagery, & consumer appeal of ___________________________ toothpaste was designed to translate across national boundaries.

32. ____________ Continuous Innovation: ___________ disrupting influence on established consumption patterns.
They ____________ certain features with earlier generation products while incorporating __________ features that offer ________________________.

33. The introduction of consumer _____________ in the late 1970s
_________________ Innovation: an __________________ invention or innovation that requires a relatively large amount of _____________ on the part of the user. It typically creates __________ markets and ____________________ patterns.
The introduction of consumer _____________ in the late 1970s

34. What type of innovation?
Advanced Photo System
________________.
_________________
Alternative for Pampers
Iridium global satellite phone.

35. Testing New Products