tailieunhanh - Lecture International marketing (15/e): Chapter 13 - Philip R. Cateora, Mary C. Gilly, John L. Graham

In this chapter, students will be able to understand: The importance of derived demand in industrial markets, how demand is affected by technology levels, characteristics of an industrial product, the importance of ISO 9000 certification, the growth of business services and nuances of their marketing, the importance of trade shows in promoting industrial goods. | International Marketing 15th edition Philip R. Cateora, Mary C. Gilly, and John L. Graham 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 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 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 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 Five Characteristics of an Innovation Relative advantage Compatibility Complexity Trialability Observability Roy Philip Product Component Model Roy Philip Exhibit 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 Services Opportunities in Global Markets Tourism Transportation Financial services Education . | International Marketing 15th edition Philip R. Cateora, Mary C. Gilly, and John L. Graham 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 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 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