Ch 12 The Exporting Process

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Products and Services for Consumers
Chapter
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Quality
Market-Perceived Quality
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Performance Quality
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Products and Culture

• ? Cultural Influences
• ? Innovative Products and Adaptation
• ? Diffusion of Innovations
• ? Degree of Perceived Newness
• ? Perceived attributes of Innovation
• ? Communication Methods
• ? Characteristics of Innovations
• ? Product of Innovation

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Degree of Newness
Congruent Innovations
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Continuous Innovation
Dynamically Continuous Innovation
Discontinuous Innovation
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Characteristics of Innovations
? Relative Advantage ? Compatibility ? Complex
ity ? Trialability ? Observability
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Product Component Model
SUPPORT SERVICESCOMPONENT
PACKAGING COMPONENT
? Repair and maintenance
? Deliveries
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CORE COMPONENT
? Trademark
? Price
? Product platform ? Design features ? Functional
features ? Legal
? Warranty
? Installation
? Quality
? Brand name
? Package
? Instructions
? Spare parts
? Legal
? Styling
? Other related services
? Legal
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Product Component Analysis for Adaptation
? Core Component ? Physical Product ?
Features ? Design ? Packaging Component ?
Style ? Brand Name ? Packaging ?
Quality ? Labeling ? Price ? Trademarks ?
Support Services Component ? Repair ?
Warranties ? Maintenance ? Deliveries ?
Instructions ? Spare Parts ? Installation
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Unique Characteristics of Services

1. Inseparable in that its creation cannot be
   separated from its consumption.
2. Heterogeneous in that it is individually produced
   and is thus virtually unique.
3. Perishable in that once created it cannot be
   stored but must be consumed simultaneously whit
   its creation.

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Top Consumer Services Exports

1. Tourism 5. Telecommunications
2. Transportation 6. Entertainment
3. Financial Services 7. Information
4. Education 8. Health Care

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Four Barriers That Face Consumer Services
Marketers

1. Protectionism
2. Controls on Transborder Data Flows
3. Protection of Intellectual Property
4. Cultural Requirements for Adaptation

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Brand Strategies
Global Brands
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National Brands
Global/National Brand Mix
Private Brand
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Would They Sell in the United States?

• Alu-Fanny French Foil wrap
• Crapsy Fruit French cereal
• Kum Onit German pencil sharpeners
• Plopp Scandinavian chocolate
• Pschitt French lemonade

• Atum Bom Portuguese tuna
• Kack Danish sweets
• Mukk Italian yogurt
• Pocari Sweat Japanese sport drink
• Poo Argentine curry powder

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