1. © 2011 South-Western | Cengage Learning Developing Goods and Services for Global Markets 17-1 17-1Global Product Planning 17-2 17-2Developing and Researching Products 17-3 17-3An International Product Strategy CHAPTER 17

2. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 2 17 LESSON 17-1 Global Product Planning GOALS Describe sources of product opportunities for international marketing. Identify categories of consumer products and the importance of product lines. Explain how services are marketed.

3. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 3 17 International Product Opportunities New product Improved product Existing product with a new use Existing product sold in a new market

4. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 4 17 Marketing Products Around the World Consumer product categories Convenience goods Shopping goods Specialty goods The product line Organizational products

5. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 5 17 Consumer and Commercial Services Characteristics of services Types of services Rented-goods services Owned-goods services Non-goods services Marketing of services Services and international trade

6. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 6 17 LESSON 17-2 Developing And Researching Products GOALS Discuss the steps in the new product development process and the phases in the marketing research process. Describe data collection methods used in international marketing research.

7. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 7 17 New Products Customer needs Technology

8. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 8 17 New Product Development Process Generating product ideas Evaluating products ideas Researching product ideas Marketing product ideas

9. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 9 17 The Marketing Research Process Phase 1: Identify Problem Phase 2: Collect data Phase 3: Analyze data Phase 4: Report results

10. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 10 17 Data Collection and Analysis for Marketing Research Secondary data Primary data Surveys Interviews Observations Experiments Analyzing and using research data

11. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 11 17 LESSON 17-3 An International Product Strategy GOALS Describe branding and packaging techniques used by global business organizations. Explain actions involved in planning a global product strategy.

12. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 12 17 Branding and Packaging Branding and marketing Types of brands Global brand National brand Regional brand Store, manufacturer, and private brands Generics Packaging

13. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 13 17 Planning a Global Product Strategy The product life cycle Introduction Growth Maturity Decline Global product decisions Ceasing foreign market activities

14. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 14 17 The Product Life Cycle