1. Chapter 13 Products and Services for Consumers International Marketing
15th edition
Chapter 13
Products and Services
for Consumers
Philip R. Cateora, Mary C. Gilly, and John L. Graham

2. 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
Roy Philip

3. 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
Roy Philip

4. 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
Roy Philip

5. 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
Roy Philip

6. Five Characteristics of an Innovation
Relative advantage
Compatibility
Complexity
Trialability
Observability
Roy Philip

7. Product Component Model
Exhibit 13.1
Roy Philip

8. 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
Roy Philip

9. Services Opportunities in Global Markets
Tourism
Transportation
Financial services
Education
Communications
Entertainment
Information
Health care
Roy Philip

10. 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
Roy Philip

11. 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
Roy Philip

12. 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
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13. Country-of-Origin Effects and Global Brands (1 of 2)
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
Roy Philip

14. 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
Roy Philip