tailieunhanh - Lecture International marketing (15/e): Chapter 14 - Philip R. Cateora, Mary C. Gilly, John L. Graham

Chapter 14 - Products and services for businesses. What you should learn from chapter 14: 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, the importance of relationship marketing for industrial products and services. | International Marketing 15th edition Philip R. Cateora, Mary C. Gilly, and John L. Graham Introduction Issues of standardization versus adaptation Less relevance to marketing industrial goods than consumer goods Factors accounting for greater market similarities in customers of industrial goods versus consumer goods The inherent nature of the product (industrial products and services are used in the process of creating other goods and services) The motive or intent for the user differs (industrial consumers are seeking profit, whereas the ultimate consumer is seeking satisfaction) Roy Philip Opening Side Major Categories . Exports Roy Philip Exhibit Demand in Global Business-to-Business Markets Three factors affect the demand in industrial markets differently than in consumer markets. They are: Volatility of industrial demand (demand in industrial markets is by nature more volatile) Stages of economic development (stages of industrial and economic development affect demand for industrial products) Technology and market demand (the level of technology of products and services make their sales more appropriate for some countries than others) Roy Philip The Volatility of Industrial Demand Cyclical swings in demand Professional buyers tend to act in concert Derived demand accelerates changes in markets Derived demand can be defined as demand dependent on another source Minor changes in consumer demand mean major changes in related industrial demand Boeing Worldwide demand for travel services related to demand for new airplanes Commercial aircraft industry one of the most volatile Roy Philip Quality and Global Standards Perception of quality rests solely with the customer Level of technology reflected in the product Compliance with standards that reflect customer needs Support services and follow-through Price relative to competitive products Quality standards vary with level of country’s industrialization Roy Philip . | International Marketing 15th edition Philip R. Cateora, Mary C. Gilly, and John L. Graham Introduction Issues of standardization versus adaptation Less relevance to marketing industrial goods than consumer goods Factors accounting for greater market similarities in customers of industrial goods versus consumer goods The inherent nature of the product (industrial products and services are used in the process of creating other goods and services) The motive or intent for the user differs (industrial consumers are seeking profit, whereas the ultimate consumer is seeking satisfaction) Roy Philip Opening Side Major Categories . Exports Roy Philip Exhibit Demand in Global Business-to-Business Markets Three factors affect the demand in industrial markets differently than in consumer markets. They are: Volatility of industrial demand (demand in industrial markets is by nature more volatile) Stages of economic development (stages of industrial and economic .