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picture1_Service Marketing Ppt 68486 | Keegan Gm9 Ppt 10


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File: Service Marketing Ppt 68486 | Keegan Gm9 Ppt 10
learning objectives 1 review the basic product concepts that underlie a successful global marketing product strategy 2 compare contrast local products brands international products brands and global products brands 3 ...

icon picture PPTX Filetype Power Point PPTX | Posted on 29 Aug 2022 | 3 years ago
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                    Learning Objectives
     1. Review the basic product concepts that underlie a successful 
         global marketing product strategy.
     2. Compare & contrast local products & brands, international 
         products & brands, and global products & brands.
     3. Explain how Maslow’s needs hierarchy helps global 
         marketers understand the benefits sought by buyers in 
         different parts of the world.
     4. Outline the importance of the “country of origin” as a brand 
         element.
     5. List the five strategic alternatives that marketers can utilize 
         during the global product planning process.
     6. Explain the new-product continuum and compare and 
         contrast the types of innovation.
                           Copyright © 2017 Pearson Education, Ltd.     10-2
                Basic Product Concepts
         • A product is a good, service, or idea
             – Tangible Attributes
             – Intangible Attributes
         • Product types
             – Consumer goods
             – Industrial goods
                         Copyright © 2017 Pearson Education, Ltd.   10-3
                                 Product Warranties
         • An Express Warranty is a written guarantee 
              that assures the buyer is getting what he or 
              she paid for or provides a remedy in case of a 
              product failure
         • Warranties can be used as a competitive tool
                                           Copyright © 2017 Pearson Education, Ltd.                                  10-4
                                                Packaging
        • Consumer Packaged Goods are a variety of 
             products whose packaging protects or contains 
             the product from production to the end user
        • Eco-packaging addresses environmental issues  
             like recycling, biodegradability, & sustainable 
             forestry
        • Must engage the senses, make an emotional 
             connection, & enhance the brand experience
                                              Copyright © 2017 Pearson Education, Ltd.                               10-5
                              Labeling
     • Provides consumers with various types of 
        information
     • Regulations differ by country regarding various 
        products
         – Health warnings on tobacco products
         – American Automobile Labeling Act clarifies the 
           country of origin, and final assembly point
         – European Union requires labels on all food 
           products that include ingredients from genetically 
           modified crops
                          Copyright © 2017 Pearson Education, Ltd.   10-6
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...Learning objectives review the basic product concepts that underlie a successful global marketing strategy compare contrast local products brands international and explain how maslow s needs hierarchy helps marketers understand benefits sought by buyers in different parts of world outline importance country origin as brand element list five strategic alternatives can utilize during planning process new continuum types innovation copyright pearson education ltd is good service or idea tangible attributes intangible consumer goods industrial warranties an express warranty written guarantee assures buyer getting what he she paid for provides remedy case failure be used competitive tool packaging packaged are variety whose protects contains from production to end user eco addresses environmental issues like recycling biodegradability sustainable forestry must engage senses make emotional connection enhance experience labeling consumers with various information regulations differ regarding ...

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