1. Products & Services for Consumers
Chapter 12

2. Quality Market-perceived Quality Performance Quality Homologation
Green Marketing
Packaging concerns

3. Products
What is a “Product”?
Physical
Psychological

4. Products Innovative Products & Adaptation Diffusion of Innovation
Degree of newness
Innovation
Product diffusion
Diffusion of Innovation
Three variables

5. Analyzing Product Components for Adaptation
Product Component Model
Core component- Physical product
Product platform
Design features
Functional features

6. Analyzing Product Components for Adaptation
Packaging component
Trademark
Brand name
Legal
Price
Quality
Package
Styling

7. Analyzing Product Components for Adaptation
Support services component
Repair & maintenance
Installation
Instructions
Other services
Deliveries
Warranty
Spare parts
Legal

8. Marketing Services 4 characteristics Opportunities Intangible
Inseparable
Heterogeneity (Inconsistency)
Perishable (Inventory)
Opportunities
Tourism

9. Marketing Services Barriers to Entering Global Markets for Services
Protectionism
Restrictions on data flows
Protection of intellectual property
Cultural barriers and adaptation

10. Brands in International MKT
Global brands
McDonald’s, Coca-Cola
Brand image
Problems
National brands

11. Brands in International MKT
Country-of-Origin Effect
Which is “best”?
Private Brands
Advantages