uibe国际营销学-重点总结product-and-brand-decisions.docx

Chapter10 product and brand decisions

1Product Quality Definition 产品质量定义为2个维度：
–Market-perceived quality 市场认知
是消费者对品牌质量的认知并相对于竞争对手的质量感知。消费者对产品或服务的认知，是从市场、从消费者角度来看待产品或服务.
–Performance quality

•Shift to a customer’s market •Increased customer knowledge
•In many industries quality is measured by third parties
–JD Power and Associates
补充：J.D. Power and Associates是美国一家权威的市场调查机构，近年来该机构每年都对众多的汽车用户进行调查，以评出各细分市场的优胜车型和排名。业务的业务范围包括市场调查、预测、咨询、培训和客户满意度调查，他们所发布的产品质量和客户满意度评估报告，以独立性和客观性著称于世，在全球工商界获得了较高认同。
–Customer Satisfaction Index 顾客满意指数
补充：满意度的前导变量有两个：顾客对产品/服务的价值感知；顾客对产品/服务的期望。满意度的结果变量是顾客投诉和顾客忠诚度。忠诚度是模型中最终的因变量，可以作为顾客保留和企业利润的指示器。　对顾客满意的相关研究表明，警察、邮政、电话、保险等行业的垄断程度较高，顾客从一家公司转换到另一家公司的成本相对较高，因此顾客满意弹性较低，即顾客满意对顾客忠诚的影响不大；而对于汽车、食品、计算机等行业，顾客从一家公司转换到另一家公司的成本较低，顾客满意弹性较高，顾客忠诚在很大程度上受顾客满意的影响。

•Maintaining quality is crucial in today’s global competition due to possible damages in the distribution chain 国际竞争中关键

2 Product Adaptation 产品调整有6个方面
最重要的是顾客需求的变化，使用条件和购买能力，这可影响到产品属性特色包装等。其次是市场特质
①Physical adaptation ：Physical or Mandatory Requirements and Adaptation 物理的和强制必要的要求和调整因素：–Legal –Economic –Political –Technological –Climate
②Green marketing concern Green Marketing and Product Development •Green marketing concerns the environmental consequences of a variety of marketing activities
•Critical issues affecting product development 影响产品发展的问题
–Control of the packaging component of solid waste (reusable) 包装成分的固体废物（再利用）æExisting guidelines or laws 法律，指导
–Consumer demand for environmentally friendly products 顾客对环境友好产品的诉求æPositive responses from markets
“绿色营销是一种能辨识、预期及符合消费的社会需求,并且可带来利润及永续经营的管理过程。”绿色营销观念认为，企业在营销活动中，要顺应时代可持续发展战略的要求，注重地球生态环境保护，促进经济与生态环境协调发展，以实现企业利益、消费者利益、社会利益及生态环境利益的协调统一。从这些界定中可知,绿色营销是以满足消费者和经营者的共同利益为目的的社会绿色需求管理,以保护生态环境为宗旨的绿色市场营销模式。
③Cultural adaptation 注意文化偏好，特别是个人使用的物品。
A product is the sum of the physical and psychological satisfactions it provides the user 产品提供了形体和心理上的满意
–Primary function 基本功能
–Psychological attributes 心理特质
•The need for cultural adaptation is often necessary, affected by how the product conforms to 产品符合：
–Norms: e.g., big cars in China 基准 –Values: Diet Cock or Light Coke 价值观
–Behavior patterns: shopping 行为模式

④Product newness Innovative Products and Adaptation Foreign marketing goal 产品创新
The degree of newness as perceived by the intended market 目标市场 感知
1）Foreign maketing goals:Gaining the largest number of consumers in the market ►In the shortest span of time 短期内接受程度可预测否，可加速否。æWhether the probable rate of acceptance can be predicted? æWhether the probable rate of acceptance can be accelerated?
2）•Diffusion rate and extent: the process by which innovation spreads 创新传播的推广 对新产品的介绍应该着重关注其适应性和传播。
•Crucial elements in the diffusion of new ideas 传播的重要因素： ①An innovation ②Which is communicated through certain channels ③Over time ④Among the members of a social system
•Variables affecting the rate of diffusion of an object 影响事物推广速度的因素
① Degree of perceived newness ②Perceived attributes of the innovation ③Method used to communicate the idea

3）•Demand for newness based on established patterns of consumption and behavior 建立在确立的消费行为模式的创新要求
5 Characteristics:
•Relative advantage •Compatibility •Complexity •Trialability •Observability

⑥–Product components for adaptation 产品策略超过产品本身的，像是品牌商标，包装标签，质保和服务政策这样的属性，代表了关键的决策范围。
Product is multidimensional 多面的 •Sum of its features determines the bundle of satisfactions (utilities) received by consumer •Three distinct components 3个显著不同的成分 –Core 核心有Product platform •Design features •Functional features –Packaging包装有Price •Quality •Packages •Styling •Trademark •Brand name –Support services 辅助服务有Deliveries •Warranty •Spare parts •Repair and maintenance •Installation •Instructions •Other related services
3

识别新产品创意 Identifying New Product Ideas
包装 Packaging
•Consumer Packaged Goods when the packaging is designed to protect or contain the product during shipping •Offers communication cues that provide consumers with a basis for making a purchase decision Eco-Packaging because package designers must address environmental issues （使用可回收材料，不可过度包装） 标签 Labeling •Provides consumers with various types of information 美观 Aesthetics •Aesthetic elements such as color and shape must respond to local perceptions.
4 Marketing Consumer Services Globally
1）Consumer services characteristics
–Intangibility –Inseparability
–Heterogeneity –Perishability
•A service can be marketed
–As an industrial (business-to-business)
–A consumer service (business-to-consumer)

2）Services Opportunities in Global Markets
•Tourism •Transportation •Financial services •Education •Communications
•Entertainment •Information •Health care
3）Barriers to Entering Global Markets for Consumer Services
•Protectionism: e.g. various regional agreements •Protection of intellectual property •Cultural barriers and adaptation: more prominent in services

5品牌 •Most valuable company resource
A global brand is the worldwide use of a name, term, sign, symbol, design, or combination
1.品牌资产的概念Definition of Brand Equity
It is defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.
顾客以品牌知识为基础形成的对品牌营销的差异化效应
Brand equity is a set of assets (and liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm's customers. 品牌资产是与品牌名称和符号相连的一个资产（负债）集合，可能增加或减少该产品或服务对公司和/或消费者的价值。
2.全球品牌、民族品牌、自有品牌
Global Brands
•The Internet and other technologies accelerate the pace of the globalization of brands •Ideally gives the company a uniform worldwide image
National Brands •Use global brands where possible and national brands where necessary
•Acquiring national brand names •Using global brand names •Nationalistic pride impact on brands
Private Brands 自有品牌•Private labels 优势：给经销商更丰厚的利润 ，更大市场份额的可能性，不存在促销问题 劣势：严峻价格竞争，缺乏市场身份 •Growing as challengers to manufacturers’ brands –Provide the retailer with high margins –Receive preferential shelf space and in-store promotion –Are quality products at low prices •Manufacturers brands must be competitively priced and provide real consumer value 生产商品牌：优：由于更大的价格弹性而有更好的价格，品牌忠诚度的保持，更好的议价能力和分销控制；缺：对小生产商有难度，未知的品牌，需要品牌营销
3.消费民族中心主义（consumer ethnocentrism）
源自民族中心主义 It is derived from the more general psychological concept of ethnocentrism. Ethnocentric individuals tend to view their group as superior to others
消费者持有的，针对外国的产品Consumer ethnocentrism specifically refers to ethnocentric views held by consumers in one country, the in-group, towards products from another country, the out-group
消费者认为购买外国产品不对、不道德、不爱国Consumers may believe that it is not appropriate, and possibly even immoral and unpatriotic, to buy products from other countries.
国货意识不直接导致消费者更多购买本土品牌，也不引起消费者对于本土品牌的偏好从而更多购买本土品牌．
4.品牌原产地效应
Country of origin (COO) effect can de defined as any influence that the country of manufacture, assembly, or design has on a consumer’s positive or negative perception of a product. Consumers have stereotypes （模式）about specific countries. Such stereotypes become part of a brand’s image. Thus, the COO effect is often studied conjointly with other variables such as: brand name, price, etc.
所谓原产地效应即品牌原产地效应又称为原产地形象，是指由于进口商品原产地的不同而使消费者对它们产生了不同的评估，从而对进口商品形成的一种进入当地市场的无形壁垒。原产地效应是产品的原产地影响消费者对产品的评价,进而影响购买倾向。 品牌原产地形象与品牌信念和品牌购买意向均呈正相关关系，但品牌原产地形象与品牌信念间的相关系数大于品牌原产地与品牌购买意向间的相关系数。
在全球品牌时代，品牌来源国（Brand Origin）的重要性逐步超过品牌原产地（Country-of-Origin）的重要性。

5.建立全球品牌
Global brands must be created by marketers. 建立全球一致的品牌形象 通过联合品牌 （Co-Branding, Dual Branding) 建立全球品牌 Two or more different company or product brands are featured prominently on product packaging or in advertising. 优：Co-branding can engender customer loyalty and allow companies to achieve synergy（共同作用，合力） 劣：Co-branding can also confuse consumers and dilute brand equity. 品牌联合战略是指两个或更多品牌相互联合，相互借势，使品牌本身的各种资源因素达到有效的整合从而创造双赢的营销局面的战略。罗兰贝格咨询公司认为，企业的品牌战略必须根据企业的战略和产品的特性来具体制定，具有独特性，不可复制，是企业核心竞争力的具体表现。优势有4个：第一，可以达到优势上的互补。第二，能够创造一种新的需求。第三，大大地增加了企业的经营实力。 第四，组成了一个新的战略联盟，找到了一个新的经济增长点。例如：SonyEricsson (2001年日本Sony和瑞典Ericsson合资生产） Nike+iPod (2006年美国耐克公司和苹果公司合作，生产音乐跑鞋)