s产品价格促销渠道

internationalmarketingmix

(4Ps)Chapter6

No.1ProductDecision1.Productandits5featuresDefinition:★Aproductisanythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionandthatmightsatisfyawantorneed.Eg:Aromanticperfume,aNationalDayvacationtour,——alltheseareproduct.★FivefeaturesJohnFayerweathersuggested5importantfeaturesthatarerelevanttoglobalmarketingproductdecision,includingprimaryfunctionalpurpose,secondarypurposeDurability(耐久性)andqualitymethodofoperationmaintenance1)primaryfunctionisthataproductisfirstlydesignedtohave.Eg:Forahigh-developedsociallevel,theprimaryfunctionofacellphoneistocommunicate.Foralessdevelopedsociallevel,amobilephoneisnotonlyacommunicationtoolbutalsoasymbolofhighersocialposition.2)Thus,theproducthasasecondaryfunction:asymbolofsocialposition.Dior

cellphone3)Durabilityandqualityareveryimportantparttobeconsidered.4)thefourthcharacteristicismethodofoperation.Thisindicatesthataproductshouldbedesignedaccordingtotheconditionsofitstargetmarket.Forexample,intheUKandAustralia,driversisontheright,whileinChina,driverssightontheleft.Anautomobilemarketermusttakethisintoconsiderationwhendoingproductdesign.5)Thelastfeatureismaintenance.Theserviceofmaintenancevaryindifferentpartsoftheworld.A.O.SMITH售后服务2.Productclassification★Traditionally,classificationofproductisbasedonusers,hencetheconsumergoodsandindustrialgoods.1)consumerproductsTheyareproductsboughtbyfinalconsumersforpersonalconsumption.Basedonhowconsumersbuyingthem,consumerproductscanbefurtherclassified.A:convenienceproducts（便利品）arethosethatconsumersusuallybuyfrequently.Theyareusuallylowpricedandwidelyavailable.Soap,candy,newspapersareinthiscatalog.胡蝶

1940s

力士士香皂广告B:shoppingproducts（选购品）arethosepurchasedbyconsumersaftercharacteristiccomparisononsuchbasedasquality,priceandstyle.Eg:furniture,clothing,usedcars.usedcars宝马二手车广广告C:specialtyproducts（特色产品）areconsumerproductswithspecialfeaturesorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakespecialpurchaseeffort.Eg:specificbrandsandtypescars,high-pricedsportsequipment,hand-madedress.法拉利中国限限量版艺术跑跑车全球仅仅1辆高级定制婚纱纱D:unsought(突发的)products（非渴求产品品）areconsumerproductsthattheconsumereitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuying.Eg:lifeinsurance,blooddonation(献血血).2)industrialproductsTheyarethosepurchasedforfurtherprocessingorforuseinconductingabusiness(开开展新的业业务).3.ProductstrategiesininternationalmarketsThecontentsofaninternationalproductplan:Whichcountrytheproductwillenter?Howtochangetheoriginalproduct?Whichproductshouldbeadded?Whichbrandandpackageshouldbeused?Whichserviceandguaranteeshouldbeoffered?Whentooffertheproduct?★MainproductstrategiesusedininternationalmarketingProduct--promotiondirectextension(dualextension)产品和信息息直接延伸伸策略Productdirectextension--promotionadaptation产品直接延延伸，信息息传递改变变策略Productadaptation--promotiondirectextension产品修改，，信息传递递直接延伸伸策略Productadaptation—promotionadaptation(dualadaptation)产品和信息息传递双调调整策略Productinvention全新产品策策略Strategy1:product-communicationsextension产产品和信信息直接延延伸策略Thisstrategyisverylowcostandtakesthesameproductandcommunicationstrategyintoothermarkets.如果产品的的效用和使使用方式在在国内外市市场完全相相同，可以以直接将产产品出口；；在国际市市场上采用用相同的产产品信息传传递策略，，树立相同同的产品形形象。Eg:TheCocaColacompanysellthesameproductsinbothhomemarketandinternationalmarket.Anditusethesamecommunicationwithallkindsofconsumers.Soitbuildsthesameproductimagesbetweenhomemarketandoverseamarkets.3PofCocaCola无处不在Pervasiveness、心中首选Preference、物有所值PricetovalueStrategy2:Productdirectextension--promotionadaptation产品直接延延伸，信息息传递改变变策略Iftheproductbasicallyfitsthedifferentneedsorsegmentsofamarket,itmayneedanadjustmentinmarketingcommunicationsonly,butdifferentproductfunctionshavetobeidentified.Eg:totranslatethebrandname:P&G-宝洁Strategy3:Productadaptation--promotiondirectextension产品修改改，信息息传递直直接延伸伸策略Theproductisadaptedtofitusageconditionsbutthecommunicationstaysthesame.Strategy4:Productadaptation—promotionadaptation(dualadaptation)产品和信信息传递递双调整整策略Bothproductandcommunicationstrategiesneedattentiontofitthepeculiarneedofthemarket.上海通用用别克系系列中的的新世纪纪车型经经过改进进后被冠冠以“君君威”的的名字重重新上市市，销量量大增。。Strategy5:Productinvention全新产品品策略Thisneedsatotallynewideatofittheconditionsofmarket.ThisisverymuchastrategythatcouldbeidealinaThirdWorldsituation.Thedevelopmentcostsmaybehigh,buttheadvantagesarealsoveryhigh.★4.Somepitfallsinproductdecisions产产品决决策中的的误区1.Productisproduct.Whenconsumerspurchasegoods,theypurchasetheserviceneededwiththegoods.2.Biggerisbetter.Consumerspaymoreattentiontofitnessthansize.3.Allchangeisgood.Eg:CocaColaoncetriedtomodifytheingredientsofcocaandsonfoundoutitdidnotworkasthecompanyhadexpected.Theywereforcedtokeepitsoriginalformula.Thesecaseindicatesthatsometimes,changesareworsethananythingelse.Itiscostlyandmaychangeabrandratherthanimproveit.Beside,whatconsumerswantisanimprovedproduct.4.Nobodycanresistabargain.Consumerstendtobelievethatlowpricemeanslowquality.Whenthepriceofaproductdecreases,theymaybesuspiciousaboutth