1. UNIT III

2. International Product Decisions
Market Segmentation
Product Mix Decision
Product Specification
Positioning & Communications Decision

3. Product
A set tangible set of physical attributes assembled in an identifiable form
Components & Levels of Product
Core Product(bicycle)
Tangible Product
Augmented Product( Additional Features)

4. Product Mix Full list of all the products offered for sale by Company
Width, Depth & Consistency
Product Line

5. Product Life Cycle Introduction Growth Maturity Decline
Developed country & Developing country
Sales & Profit Curve
Export to increase total sales

6. New Product Development
Copying
Product Modification
Innovation

7. Steps in New Product Development
Idea Generation
Evaluation & Selection
Concept Testing
Business Analysis
Product Development
Market Testing
Commercialisation

8. Brand A Name, Term, Sign, Symbol, Design or Combination of them
BRANDING DECISIONS
Whether to Brand or Not ?
Manufacture’s Brand or Private Brand
Same or Different Brand ( for Domestic & Foreign Market)
Branding Problems in International Marketing
Scope of Use of Indian Brands

9. Packaging & Labelling Packing & Packaging Functions of Packaging
Protection
Preservation
Presentation

10. Factors Influencing Packaging Decisions
Physical Characteristics
Economy
Convenience
Regulations, Socio-Economic factors
Environmental Factors
Disposability
Easy to handle, identify, examination

11. Product Strategies Product Extension Product Adaptation
Product Development

12. Product-Communication Strategies
Straight Extension
Product Extension, Communication Adaptation Strategy
Product Adaptation, Communications Extension Strategy
Dual Adaptation
Product Invention