GLOBAL MARKETING:

Svend Hollensen & M

Svend Hollensen
Banerjee,4TH edition

GLOBAL MARKETING
INTERNATIONAL 4th Edition

MARKETING

CP20: MBA/MKT 8702

Sudipta Sen Gupta

Product/Service Decisions
 Standardization and adaptation
of the international marketing mix

Hollensen, Global
INTERNATIONAL Marketing 4e, © Pearson
MARKETING 8702 Education 2008
3808 2
 Factors influencing
the balance between standardization
and adaptation of Product

Hollensen, Global
INTERNATIONAL Marketing 4e, © Pearson
MARKETING 8702 Education 2008 3
 Hollensen, Global
INTERNATIONAL Marketing 4e, © Pearson
MARKETING 8702 Education 2008
 Analysis of a Product’s
standardization potential

Source: adapted from Kreutzer,

1988. Reproduced with kind
permission from Emerald Group
Publishing Ltd.

Hollensen, Global
INTERNATIONAL Marketing 4e, © Pearson
MARKETING 8702 Education 2008 5
 Local Market Product
Adaptation- Other Reasons

Hollensen, Global
INTERNATIONAL Marketing 4e, © Pearson
MARKETING 8702 Education 2008
 Figure 14.1 The three
levels of a product
Low
Delivery, installation, guarantees,
Support
after-sales service,
services spare parts
Ability
to
brand, quality, design, standardize
Product packaging, price, product
attributes country of origin, staff elements
behaviour, size

functional features,
Core product performance,
benefits perceived value, image,
technology High

Hollensen, Global
INTERNATIONAL Marketing 4e, © Pearson
MARKETING 8702 Education 2008 7
 Scale of
elemental dominance

Hollensen, Global
INTERNATIONAL Marketing 4e, © Pearson
MARKETING 8702 Education 2008 8
 Characteristics of services

Intangibility

Perishability

Heterogeneity

Inseparability

Hollensen, Global
INTERNATIONAL Marketing 4e, © Pearson
MARKETING 8702 Education 2008 9
 What is this?

The _____ states products or brands

follow a sequence of stages including
introduction, growth, maturity, and sales
decline.

Product life cycle

Hollensen, Global
INTERNATIONAL Marketing 4e, © Pearson
MARKETING 8702 Education 2008 10
 The product life cycle

Hollensen, Global
INTERNATIONAL Marketing 4e, © Pearson
MARKETING 8702 Education 2008 11
International Market Evolution :
Comparisons of PLCs

Hollensen, Global
INTERNATIONAL Marketing 4e, © Pearson
MARKETING 8702 Education 2008 12
 Svend Hollensen

Thank
GLOBALYou
MARKETING
4th Edition