Professional Documents
Culture Documents
Philip R. Cateora, Mary C. Gilly, and John L. Graham
Philip R. Cateora, Mary C. Gilly, and John L. Graham
Philip R. Cateora, Mary C. Gilly, and John L. Graham
15th edition
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Green Marketing 13
and Product Development
• Green marketing concerns the environmental
consequences of a variety of marketing activities
• Critical issues affecting product development
– Control of the packaging component of solid
waste
– Consumer demand for environmentally friendly
products
• European Commission guidelines for ecolabeling
• Laws to control solid waste
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Innovative Products 13
and Adaptation
• Determining the degree of newness as perceived
by the intended market
• Diffusion
• 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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Diffusion of Innovations 13
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Five Characteristics 13
of an Innovation
• Relative advantage
• Compatibility
• Complexity
• Trialability
• Observability
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Product Component Model 13
Exhibit 13.1
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Marketing Consumer 13
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 13
in Global Markets
• Tourism
• Transportation
• Financial services
• Education
• Communications
• Entertainment
• Information
• Health care
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Barriers to Entering Global 13
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 13
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 13
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Country-of-Origin Effects 13
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 13
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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