LESSON
17-1
GLOBAL
PRODUCT
PLANNING
GOALS
 Describe sources of
product opportunities for
international marketing.
 Identify categories of
consumer products and
the importance of
product lines.
 Explain how services are
marketed.
INTERNATIONAL BUSINESS
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International Product Opportunities
New product
Improved product
Existing product with a new use
Existing product sold in a new market
INTERNATIONAL BUSINESS
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Marketing Products
Around the World
Consumer product categories
 Convenience goods
 Shopping goods
 Specialty goods
The product line
Organizational products
INTERNATIONAL BUSINESS
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Consumer Services
Characteristics of services
Types of services
 Rented-goods services
 Owned-goods services
 Non-goods services
Marketing of services
Services and international trade
INTERNATIONAL BUSINESS
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LESSON
17-2
DEVELOPING
AND
RESEARCHING
PRODUCTS
INTERNATIONAL BUSINESS
GOALS
 Discuss the steps in the
new product
development process
and the marketing
research process.
 Describe data collection
methods used in
international marketing
research.
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Creating New Products
Customer needs
Technology
INTERNATIONAL BUSINESS
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New Product Development Process
1. Generating
product ideas
4. Marketing
product ideas
2. Evaluating
product ideas
3. Researching
product ideas
INTERNATIONAL BUSINESS
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8
The Marketing Research Process
Phase 1: Identify Problem
Phase 2: Collect Data
Phase 3: Analyze Data
Phase 4: Report Results
INTERNATIONAL BUSINESS
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Data Collection and Analysis
for Marketing Research
Secondary data
Primary data
 Surveys
 Quantitative research
 Qualitative research
 Observations
 Experiments
Analyzing and using research data
INTERNATIONAL BUSINESS
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LESSON
17-3
AN
INTERNATIONAL
PRODUCT
STRATEGY
INTERNATIONAL BUSINESS
GOALS
 Describe branding and
packaging techniques
used by global business
organizations.
 Explain actions involved
in planning a global
product strategy.
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11
Branding and Packaging
Branding and marketing
Types of brands
 Global brand
 National brand
 Regional brand
 Store, manufacturer, and private brands
 Generics
Packaging
INTERNATIONAL BUSINESS
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12
Planning a Global Product Strategy
The product life cycle
Global product decisions
Ceasing foreign market activities
INTERNATIONAL BUSINESS
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13
The Product Life Cycle
Dollar
Value
Sales
Profits
0
Introduction
INTERNATIONAL BUSINESS
Growth
Maturity
Decline
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