Beruflich Dokumente
Kultur Dokumente
15th edition
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Green Marketing
and Product Development
• Green marketing concerns the environmental
consequences of a variety of marketing activities-
cradle to grave approach
• Critical issues affecting product development
– Control of the packaging component of solid
waste
– Consumer demand for environmentally friendly
products
• Ecolabeling: Voluntary method to show
product’s environmental performance
• Laws to control solid waste
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• Market Perceived Quality
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Innovative Products
and Adaptation
• Determining the degree of newness as perceived
by the intended market is important for
companies
• Diffusion of Innovation
• 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
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Innovative Products
and Adaptation
• Standardization vs Adaptation
• https://www.youtube.com/watch?
v=U48nmKPJclA
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Five Characteristics
of an Innovation
• Relative advantage
• Compatibility
• Complexity
• Trialability
• Observability
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Product Component Model
Exhibit 13.1
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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
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Services Opportunities
in Global Markets
• Tourism
• Transportation
• Financial services
• Education
• Communications
• Entertainment
• Information
• Health care
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Barriers to Entering Global
Markets for Consumer Services
• Four kinds of barriers face consumer service
marketers:
– Protectionism
– Restrictions on transborder data flows
– Protection of intellectual property
– Cultural barriers and adaptation
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Brands in
International Markets
• A global brand is the worldwide use of a name,
term, sign, symbol, design, or combination
– Intended to identify goods or services of one
seller
– To differentiate them from those of competitors
• Importance is unquestionable
• Most valuable company resource
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Global Brands
• The Internet and other technologies accelerate
the pace of the globalization of brands
• Ideally gives the company a uniform worldwide
image
• Balance
• Ability to translate
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Country-of-Origin Effects
and Global Brands (1 of 2)
• Country-of-Origin effect
– Influences that the country of manufacture,
assembly, or design
• Has on a consumer’s positive or negative
perception of a product
• Consumers have broad but somewhat vague
stereotypes about specific countries and specific
product categories that they judge “best”
• Ethnocentrism
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Country-of-Origin Effects
and Global Brands (2 of 2)
• Countries are stereotyped
– On the basis of whether they are industrialized
– In the process of industrializing
– In process of developing
• Technical products
– Perception of one manufactured in a less-
developed or newly industrializing country less
positive
• Fads often surround product from particular
countries or regions
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What you learnt
• The importance of offering a product suitable for the
intended market
• The importance of quality and how quality is
defined
• Physical, mandatory, and cultural requirements for
product adaptation
• The need to view all attributes of a product to
• overcome resistance to acceptance
• Country-of-origin effects on product image
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