4ps产品、价格、促销、渠道

internationalmarketingmix(4Ps)Chapter6No.1ProductDecision1.Productandits5features•Definition:•★Aproductisanythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionandthatmightsatisfyawantorneed.•Eg:Aromanticperfume,aNationalDayvacationtour,——alltheseareproduct.★Fivefeatures•JohnFayerweathersuggested5importantfeaturesthatarerelevanttoglobalmarketingproductdecision,including•primaryfunctionalpurpose,•secondarypurpose•Durability(耐久性)andquality•methodofoperation•maintenance•1)primaryfunctionisthataproductisfirstlydesignedtohave.•Eg:Forahigh-developedsociallevel,theprimaryfunctionofacellphoneistocommunicate.•Foralessdevelopedsociallevel,amobilephoneisnotonlyacommunicationtoolbutalsoasymbolofhighersocialposition.•2)Thus,theproducthasasecondaryfunction:asymbolofsocialposition.Diorcellphone•3)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)consumerproducts•Theyareproductsboughtbyfinalconsumersforpersonalconsumption.•Basedonhowconsumersbuyingthem,consumerproductscanbefurtherclassified.•A:convenienceproducts（便利品）arethosethatconsumersusuallybuyfrequently.Theyareusuallylowpricedandwidelyavailable.Soap,candy,newspapersareinthiscatalog.胡蝶1940s力士香皂广告•B:shoppingproducts（选购品）arethosepurchasedbyconsumersaftercharacteristiccomparisononsuchbasedasquality,priceandstyle.•Eg:furniture,clothing,usedcars.•usedcars•宝马二手车广告•C:specialtyproducts（特色产品）areconsumerproductswithspecialfeaturesorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakespecialpurchaseeffort.•Eg:specificbrandsandtypescars,high-pricedsportsequipment,hand-madedress.法拉利中国限量版艺术跑车全球仅1辆高级定制婚纱•D:unsought(突发的)products（非渴求产品）areconsumerproductsthattheconsumereitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuying.•Eg:lifeinsurance,blooddonation(献血).•2)industrialproducts•Theyarethosepurchasedforfurtherprocessingorforuseinconductingabusiness(开展新的业务).3.ProductstrategiesininternationalmarketsThecontentsofaninternationalproductplan:•Whichcountrytheproductwillenter?•Howtochangetheoriginalproduct?•Whichproductshouldbeadded?•Whichbrandandpackageshouldbeused?•Whichserviceandguaranteeshouldbeoffered?•Whentooffertheproduct?★Mainproductstrategiesusedininternationalmarketing•Product--promotiondirectextension(dualextension)产品和信息直接延伸策略•Productdirectextension--promotionadaptation产品直接延伸，信息传递改变策略•Productadaptation--promotiondirectextension产品修改，信息传递直接延伸策略•Productadaptation—promotionadaptation(dualadaptation)产品和信息传递双调整策略•Productinvention全新产品策略•Strategy1:product-communicationsextension产品和信息直接延伸策略•Thisstrategyisverylowcostandtakesthesameproductandcommunicationstrategyintoothermarkets.•如果产品的效用和使用方式在国内外市场完全相同，可以直接将产品出口；在国际市场上采用相同的产品信息传递策略，树立相同的产品形象。•Eg:TheCocaColacompanysellthesameproductsinbothhomemarketandinternationalmarket.Anditusethesamecommunicationwithallkindsofconsumers.•Soitbuildsthesameproductimagesbetweenhomemarketandoverseamarkets.3PofCocaCola•无处不在Pervasiveness、•心中首选Preference、•物有所值Pricetovalue•Strategy2:Productdirectextension--promotionadaptation产品直接延伸，信息传递改变策略•Iftheproductbasicallyfitsthedifferentneedsorsegmentsofamarket,itmayneedanadjustmentinmarketingcommunicationsonly,butdifferentproductfunctionshavetobeidentified.•Eg:totranslatethebrandname:P&G-宝洁•Strategy3:Productadaptation--promotiondirectextension产品修改，信息传递直接延伸策略•Theproductisadaptedtofitusageconditionsbutthecommunicationstaysthesame.•Strategy4:Productadaptation—promotionadaptation(dualadaptation)产品和信息传递双调整策略•Bothproductandcommunicationstrategiesneedattentiontofitthepeculiarneedofthemarket.•上海通用别克系列中的新世纪车型经过改进后被冠以“君威”的名字重新上市，销量大增。•Strategy5:Productinvention全新产品策略•Thisneedsatotallynewideatofittheconditionsofmarket.•ThisisverymuchastrategythatcouldbeidealinaThirdWorldsituation.•Thedevelopmentcostsmaybehigh,buttheadvantagesarealsoveryhigh.★4.Somepitfallsinproductdecisions产品决策中的误区•1.Productisproduct.•Whenconsumerspurchasegoods,theypurchasetheserviceneededwiththegoods.•2.Biggerisbetter.•Consumerspaymoreattentiontofitnessthansize.•3.Allchangeisgood.•Eg:CocaColaoncetriedtomodifytheingredientsofcocaandsonfoundoutitdidnotworkasthecompanyhadexpected.Theywereforcedtokeepitsoriginalformula.•Thesecaseindicatesthatsometimes,changesareworsethananythingelse.•Itiscostlyandmaychangeabrandratherthanimproveit.Beside,whatconsumerswantisanimprovedproduct.•4.Nobodycanresistabargain.•Consumerstendtobelievethatlowpricemeanslowquality.Whenthepriceofaproductdecreases,theymaybesuspiciousabouttheproduct’squality.•Socompaniesneedtobeverycautiouseachtimetheywanttomakeuseofdiscountingtoattractpotentialconsumers.•Bran