GLOBAL POLICY AND PRICING DECISIONS II: MARKETING PRODUCTS AND SERVICES Chapter Twelve John Wiley & Sons, Inc c 1998 1
Global Product Policy Decisions II: Marketing Products and Services Overview n 1. Global Branding Strategies n 2. Managing Multinational Product Lines n 3. Product Piracy n 4. Country of Origin Stereotypes n 5. Global Marketing of Services n John Wiley & Sons, Inc c 1998 2
Overview John Wiley & Sons, Inc c 1998 3
1. Global Branding Strategies n Global Brands – Exhibit 12 -1 Top 25 Brands in the United States, Japan and Worldwide – inter-country gaps n History, Competitive climate, Marketing support, Cultural receptivity to brands, Product category penetration John Wiley & Sons, Inc c 1998 4
1. Global Branding Strategies (cont) Local Branding n Global or Local Brands? n – Exhibit 12 -2 Sara Lee’s Hierarchy of Brands – Exhibit 12 -3 Nestle Branding Tree – Exhibit 12 -4 Brands of Six Multinational Companies in 67 Countries n Brand name Changeover Strategies John Wiley & Sons, Inc c 1998 5
1. Global Branding Strategies (cont) n Private Label Branding (“Store Brands”) – Exhibit 12 -5 Market Share (% Value) of Private Labels in Japan : 1990 and 1994 John Wiley & Sons, Inc c 1998 6
1. Global Branding Strategies (cont) n Factors explaining success of private labels – Improved quality of private-label products – Development of premium private-label brands – Shift in balance of power between retailers and manufacturers – Expansion into new product categories – Internationalization. Sons, Inc c 1998 chains of retail John Wiley & 7 – Economic downturns
1. Global Branding Strategies (cont) Umbrella (Corporate) Branding n Protecting Brand Names n – Exhibit 12 -6 Pizza Domino in Israel: Twin Brother of Domino’s Pizza – Exhibit 12 -7 Differing Views on IP Protection John Wiley & Sons, Inc c 1998 8
2. Managing Multinational Product Lines – Exhibit 12 -8 International Product Mix of CPC International n Customer Preferences – Exhibit 12 -9 Top Selling Campbell’s Soups Around the World Competitive Climate n Organizational Structure n History n John Wiley & Sons, Inc c 1998 9
3. Product Piracy – Exhibit 12 -10 Piracy Around the World n Strategic Actions Against Product Piracy – Lobbying Activities – Legal Action – Product Policy Options – Communication Options John Wiley & Sons, Inc c 1998 10
4. Country of Origin (COO) Stereotypes n Country of Origin (COO) Influences on Consumers – Exhibit 12 -11 Product-Country Matches and Mismatches: Examples and Strategic Implications John Wiley & Sons, Inc c 1998 11
4. Country of Origin (COO) Stereotypes (cont) n Strategies to Cope with COO Stereotypes – Product Policy – Pricing – Distribution – Communication John Wiley & Sons, Inc c 1998 12
5. Global Marketing of Services n Challenges in Marketing Services Internationally – Exhibit 12 -12 Barriers to International Marketing of Services – Immediate face-to-face Contacts with Service Transactions – Difficulties Measuring Customer Satisfaction Overseas John Wiley & Sons, Inc c 1998 13
5. Global Marketing of Services (cont) n Opportunities in the Global Service Industries – Deregulation of Service Industries – Increasing Demand for Premium Services – Increase Value Consciousness John Wiley & Sons, Inc c 1998 14
5. Global Marketing of Services (cont) n Global Service Marketing Strategies – – – Capitalize on Cultural Forces in the Host Market Standardize and Customize Central Role of Information Technologies (IT) Add Value by Differentiation Exhibit 12 -13 Japanese Practices to Achieve Customer Satisfaction – Establish Global Service Networks – Exhibit 12 -14 Market Leadership Coca-Cola John Wiley & Sons, Inc c 1998 15
Скачать презентацию GLOBAL POLICY AND PRICING DECISIONS II MARKETING PRODUCTS
ca31be731be5093ccc96c92154f19031.ppt