1. Creating Products for Consumers
Chapter 12
Creating Products for Consumers
in Global Markets

2. Creating Products for Consumers in Global Markets
I. Brand Strategies
II. Country of Origin Effects
III. Methods of Naming Brands
IV. The Product Components Model

3. Brand Strategies Global Brands National Brands
Global/National Brand Mix
Private Brands

4. Methods of Naming Brands
1) Translation
2) Transliteration
3) Transparency
4) Trans-culture

5. SUPPORT SERVICES COMPONENT  Repair and maintenance
Product Component Model
SUPPORT SERVICES COMPONENT
PACKAGING
COMPONENT
 Repair and maintenance
 Deliveries
CORE
COMPONENT
 Trademark
 Price
 Product platform
 Design features
 Functional features
 Legal
 Installation
 Warranty
 Quality
 Brand name
 Package
 Instructions
 Spare parts
 Legal
 Styling
 Other related
services
 Legal

6. Product Variables The Core Product The Tangible Product
a product or services that is essentially the same as that of competitors
The Tangible Product
a product or service that is differentiated composition, origin, or tangible features from competing products
The Augmented Product
a product or service which is serviced after the sale and carries a warrantee from the producer, producing a continuing relationship with the seller.

7. Would They Sell in the United States?
Alu-Fanny: French Foil wrap
Crapsy Fruit: French cereal
Kum Onit: German pencil sharpeners
Plopp: Scandinavian chocolate
Pschitt: French lemonade
Atum Bom: Portuguese tuna
Kack: Danish sweets
Mukk: Italian yogurt
Pocari Sweat: Japanese sport drink
Poo: Argentine curry powder

8. Creating Products for Consumers in Global Markets
V. International Services
1) Growth of the Service Sector
i) Deregulation / Privitization
ii) Technological Advancements

9. Unique Characteristics of Services
Inseparable in that its creation cannot be separated from its consumption.
Heterogeneous in that it is individually produced and is thus virtually unique.
Perishable in that once created it cannot be stored but must be consumed simultaneously whit its creation.
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Irwin/McGraw-Hill

10. Top Consumer Services Exports
Tourism Telecommunications
Transportation Entertainment
Financial Services 7. Information
Education Health Care
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Irwin/McGraw-Hill

11. Creating Products for Consumers in Global Markets
2) Difficulties in Marketing Services Internationally
i) Protectionism
ii) Controls on Transborder Data Flow
iii) Protection of Intellectual Property
iv) Cultural Requirements for Adaptation
3) U.S. Strengths in Marketing Services
i) High Service Expectations
ii) Experience with Tough Regulations

12. “I search the room but you’re not there
“I search the room but you’re not there. Your perfume lingers everywhere.”
A global appeal???