ADEX 528 Part II
Lecture Notes #4
GLOBAL PRODUCT ANALYSIS
Tangible Product
Branding
Packaging and Labeling
After Sale Services
1
Global Product Planning: Strategic
Alternatives
Product
Same
Communication
Different
Same
Strategy 2:
Product Extension
Communication
Adaptation
Strategy 1:
Dual Extension
Different
Strategy 4:
Dual Adaptation
Strategy 3:
Product Adaptation
Communication
Extension
2
Marketing Standardization by
MNCs in Turkey

Similarity of Marketing Programs:(1=different;
7=similar)
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Product Attributes
Brandname
Positioning
Packaging
Media Allocation
Customer Service
Sales Promotion
Role of Salesforce
Advertising Copy
Retail Price
Type of Middlemen

Total Marketing Program 3.48
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3.97
3.88
3.71
3.71
3.67
3.33
3.24
3.12
3.10
2.96
2.59
3
Similarity in Market
Conditions

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Target Consumers
Use Patterns
Nature of Competition
Media Availability
Retail Structure
Marketing Legislation
Market Share Position
PLife Cycle Stage
3.38
3.22
3.03
2.84
2.79
2.79
2.78
2.62
4
Centralization in Marketing
Decisions

How much direction do executives receive
from Headquarter? (0=no direction; 5= very much
direction)

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Product design
Market share objectives
Branding
Package design
Ad message
Saleforce mngmt
Price guidelines
4.26
4.26
4.05
3.69
2.83
2.24
1.47
5
Branding and Brandnames

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Brandname registration and
renewal
Linguistic barriers
Strategies
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Unbranded Products
Family brandnames
Dual or multiple brandnames
6
Global Brand
Characteristics

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Quality signal—allows a company to charge
premium price in a highly competitive market
Global myth—marketers can use global
consumer culture positioning to link the brand
identity to any part of the world
Social responsibility—shows how a
company addresses social problems
7
Country of Origin as Brand
Element

Perceptions about and attitudes toward
particular countries often extend to
products and brands known to originate
in those countries

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Japan
Germany
France
Italy
8
Packaging and Labeling

Packaging
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Protectional aspects
Promotional aspects
Labeling
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Multilingual labels
Government requirements
9
After Sale Services
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Warranties

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Service availability
Uniform vs. adapted
10
International Marketing:
Avoiding The Seven
Deadly Traps
Kenneth Simmonds
(1999)
11
Seven Deadly Traps
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Entering into markets in order of
demand size
Underestimating existing competition
Expectation that customer motivations
and benefits will be similar worldwide
Entering markets at the wrong price
Market entry without planning the
expansion process
Association with poor partners
Losing brand exclusivity
12
What are the trends in
internationalization of
services?
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Entertainment
Airlines and transportation
Professional
Retailing
Hotels
Banking, credit cards and
insurance
Construction and engineering
13
Some Generalizations
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High foreign market growth
Less experienced domestic
competition
High government regulation
Cultural issues
Use of technology for service
delivery
14
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