International Marketing 15th edition

Philip R. Cateora, Mary C. Gilly, and John L. Graham

Maintaining Quality
Damage in the distribution chain
Russian chocolate

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Quality is essential for success in todays competitive global market The decision to standardize or adapt a product is crucial in delivering quality

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Green Marketing and Product Development

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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 and Adaptation

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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
Crucial elements in the diffusion of new ideas
An innovation Which is communicated through certain channels Over time Among the members of a social system

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The element of time Variables affecting the rate of diffusion of an object

Degree of perceived newness Perceived attributes of the innovation Method used to communicate the idea
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Five Characteristics of an Innovation

Relative advantage Compatibility Complexity Trialability Observability

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Product Component Model

Exhibit 13.1

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Marketing Consumer Services Globally

More than half of Fortune 500 companies are primarily service providers Consumer services characteristics
Intangibility Inseparability Heterogeneity Perishability

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A service can be marketed

As an industrial (business-to-business) A consumer service
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Services Opportunities 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 International Markets

Intended to identify goods or services of one seller To differentiate them from those of competitors

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A global brand is the worldwide use of a name, term, sign, symbol, design, or combination

Importance is unquestionable Most valuable company resource

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Global Brands

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The Internet and other technologies accelerate the pace of the globalization of brands Ideally gives the company a uniform worldwide image Balance Ability to translate

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Country-of-Origin Effects and Global Brands (1 of 2)

Country-of-Origin effect
Influences that the country of manufacture, assembly, or design Has on a consumers positive or negative perception of a product

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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 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

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Technical products
Perception of one manufactured in a lessdeveloped or newly industrializing country less positive

Fads often surround product from particular countries or regions

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