Product

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Product Brand Decisions

• Chapter 10

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• Both tangible and intangible product attributes
  are important

___________ attributes _________ attributes such
as ___________, dimensions, and materials.
_______________ attributes i.e., status,
reputation, and mystique. ____________________
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Product Types

• Consumer or Industrial??????

___________
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• __________________________
• a name, term, symbol, design, or combination
  thereof that __________ a sellers product and
  ______________ them from competitors products.

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Brand __________________ a ___________ image
about both the __________________ product and the
company that markets it.
It is the sum of _____________ about a product or
brand that come from all information sources and
cues. i.e., Company ________, _______ stories,
Promotion activities, Advertising, etc.
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• Brand ______________________
• the brands _________ to a company as an
  ___________________ asset.

It represents the cumulative added _____________
of a companys ______________ in the marketing of
a brand _________________________.
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• Product
• The _____________ good and all of its ___________
  and _________________ benefits.

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__________ Products Brands A product brand
that has achieved success in a _______________
market
Sokenbicha (___________) a noncarbonated ginseng
flavored beverage
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______________ Product

• They meet the wants and needs of a ______________
  market.

Products that can successfully be sold __________
the home country without ________________.
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Global Product

• Advantages
• ___________________________ with creating a
  single ad campaign.
• _____________________ cost savings
• Improved ____________________
• Improved customer _______________

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Global ________________

• The _____ name and a ________ image and
  positioning throughout the world.

Sony prior to 1980 Japan ___________ United
Kingdom _______________ U.S.
__________________________
Note The marketing lesson that was learned from
the history of the Sony Walkman is Having
multiple local brand names can ___________________
___________.
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Global Products vs Global Brands

• Global _________ ________________________________

Global ___________ ___________
_______________
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• ___________________ two or more different
  company or product brands are featured
  prominently on product packaging /or
  advertisements.

i.e., Around the world various brands of
computers are sold proclaiming Intel Inside.
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• Brand _________________ using an _______________
  brand name as an ______________ when entering new
  businesses or developing new product lines.

_____________
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• ______________________ Brand The brand name of a
  ________________________.
• i.e.,

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• ______________ Brand a brand name owned by a
  _________________ or a _______________________.
• i.e., Hunt Club (JCPenney), Sams American Choice
  (Wal-Mart).

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Maslows Hierarchy of Needs_____________
(_______)
_______________ (____________)
___________________ ________ (___________)
_______ (____________)
____________ (____________)
_____________ (______________)
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Maslows hierarchy Traditional Asian Equivalent

• It is applicable to _________________ because it
  can help explain how __________ human needs can
  drive the development of global products.
• 1. ______________________ needs requirements for
  _________, i.e., food, water, sex

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2. __________ these include __________ and
______________ from physical and emotional pain
and suffering. i.e., life insurance, carbon
monoxide detectors, decay-fighting toothpaste.

• 3. ___________ (________________) human
  requirement for _________ and ____________ and a
  sense of belonging.
• i.e., ads for cosmetics and jewelry

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4. Internal External Esteem self-____________,
self-____________ and the ______________ of
others.
Admiration satisfied through acts that
___________________ within a group.

• i.e., shopping at Neiman Marcus owning a
  ________ or a __________ pen (Gillette Co.),
  that will serve the recipient as a
  __________________.

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• 5. Self-Actualization (Status) these refer to
  peoples need to __________ and to
  ___________________. i.e.,

U.S. Army Be All That You Can Be
___________________________________
Status esteem of ________ as a whole.
Nearly half of all sales revenues of ____________
are generated in Asia
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_______________________ Effects

• Typically communicated by the phrase
  _______________________ (country).
• _____________ towards foreign products

i.e., the success of many imported beers in the
U.S. ____________ segment. i.e., Made in Russia
or Made in South Africa ________________ country
of origin bias.
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Global Product Planning _________________________
___

• ____________________ Strategy
• it calls for marketing a ___________ product or
  using a standardized ____________________
  approach in ________________ markets, or both.

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________________ Strategy

• involves __________________ ________________ of
  design, function, or packaging in response to
  ____________ or _______________________ in
  particular country markets.

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Global Product Planning Strategy Alt.
Strategy 2 _______________ _______________ _______
_________
Strategy 4 ________________ ________________
Different
Communication
Strategy 1 _______________ _______________
Strategy 3 ________________ ________________ _____
___________
Same
Same
Different
Product
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Strategy 1 Product-Communication Extension (Dual
Extension)

• This is the ____________ product mkt. strategy
  and in many instances, the most ________ one.
• i.e., Gillettes Sensor razor and Best a
  ____________ Can Get

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Strategy 2 Product Extension- Communication
Adaptation

• When a product fills a ____________ need, appeals
  to a different segment, or serves a different
  ______________ outside the home-country market.
• i.e., ______________ mixes that have long been
  popular in Europe are marketed as _______________
  in the U.S.

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Strategy 3 Product-Adaptation - Communication
Extension

• Global product planning is to extend,
  _________________, the basic home-market
  communications strategy while _______________ the
  product to local use or preference conditions.

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Strategy 4 Product-Communication Adaptation
(Dual Adaptation)

• When environmental __________ or consumer
  preferences ________ and the same is true of the
  ___________________ a product serves or consumer
  receptivity to advertising appeals.

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Generally speaking, which of the following
product categories represents the best potential
for extension into international markets without
adaptation.

• A. food products B. intangible
  products C. industrial products
  D. companion products

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New Product Ideas

• Continuous _______________ typically are
  ________________________ versions of
  ____________________ products require less RD
  expenditure.
• _____________________________ influence on
  established consumption patterns.
• i.e., The formulation, imagery, consumer appeal
  of ___________________________ toothpaste was
  designed to translate across national boundaries.

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• ____________ Continuous Innovation ___________
  disrupting influence on established consumption
  patterns.
• They ____________ certain features with earlier
  generation products while incorporating
  __________ features that offer ___________________
  _____.

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• _________________ Innovation an
  __________________ invention or innovation that
  requires a relatively large amount of
  _____________ on the part of the user. It
  typically creates __________ markets and
  ____________________ patterns.

The introduction of consumer _____________ in the
late 1970s
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What type of innovation?
Advanced Photo System
________________.
_________________
Alternative for Pampers
Iridium global satellite phone.
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Testing New Products