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1、Chapter 13,Products and Services for Consumers,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,第 13 章,面向消费者的产品和服务,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distr
2、ibution without the prior written consent of McGraw-Hill Education.,Learning Objectives,LO1 The importance of offering a product suitable for the intended market LO2 The importance of quality and how quality is defined LO3 Physical, mandatory, and cultural requirements for product adaptation LO4 The
3、 need to view all attributes of a product to overcome resistance to acceptance LO5 Country-of-origin effects on product image,3,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,学习目标,向目标市场提供合适产品的重要性
4、质量的重要性以及质量的定义 关于产品适应的物质的、强制性的和文化方面的要求 通过考察产品的所有属性来克服产品接受所面临阻力的必要性 原产地效应对产品形象的影响,4,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,International Marketers: Opportunities and Challenges,New consumers
5、 are springing up in many emerging markets globally; some of these emerging markets have little purchasing power today, but they promise to be huge markets in the future. In the more mature markets, consumers tastes are more sophisticated and complex as increases in purchasing power provide them wit
6、h the means of satisfying new demands. The distinction between products and services for some companies means little. The governmental agencies that keep track of international trade still maintain the questionable productservice distinction. U.S. exports target consumers, with the totals evenly spl
7、it among the three major categories.,5,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,国际营销者：机遇和挑战,在全球范围内的新兴市场上，新的消费者正在不断涌现。虽然其中一些新兴市场目前还没有多少购买力，但是它们的未来市场却很大。 在更为成熟的工业化国家市场上，机遇和挑战同样巨大，毕竟消费者的偏好变得更加成
8、熟复杂，而且购买力的加强也能够满足他们新的需求。 对面向全球消费者市场的企业来说，区分产品和服务没有多少意义。 尽管区分产品和服务是有问题的，但主管国际贸易的政府部门目前仍然在做这样的区分。 美国针对消费者的出口品包含三个主要类别。,6,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,Product Adaptation,Product ada
9、ptation is important for both small and larger global companies. As competition for world markets intensifies, selling what is produced for the domestic market in the same manner as it is sold at home is less effective. Some products cannot be sold at all in foreign markets without modification. Oth
10、ers may be sold as is, but their acceptance is greatly enhanced when tailored specifically to market needs.,7,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,产品适应市场,产品适应市场对全球公司和小公司来说同样重要。 随着世界市场上的竞
11、争日趋激烈，市场日趋全球化，在国际市场上以国内市场的销售方式销售专为国内市场生产的产品将越来越行不通。 产品如果不经过改造，在国外市场上根本卖不出去。 另外一些产品不经改造也能销售，但是如果能根据当地市场需要经过适当调整，就会大受欢迎。,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,8,Quality,Global competition i
12、s placing new emphasis on some basic tenets of business. Product life cycles are becoming shorter focusing on: Importance of quality Competitive prices and Innovative products The power is shifting from seller to the buyer. The customer defines quality in terms of his or her needs and resources. In
13、most global markets, a products cost and quality are among the most important criteria for purchases.,9,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,质量,全球竞争再次强调了经营的一些基本原则。 全球竞争缩短了产品生命周期，强调: 质量 竞
14、争性价格 产品革新 市场的力量已经由卖方市场转移到了买方市场。 质量是由顾客根据自己的需要和财力来定义的。 在绝大多数国际市场，价格和质量是购买产品的最重要的标准。,10,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,Quality Defined,Quality can be defined on two dimensions: marke
15、t-perceived quality and performance quality Consumer perceptions of a quality product often have more to do with market-perceived quality than performance quality. In a competitive marketplace in which the market provides choices, most consumers expect performance quality to be a given. Customer sat
16、isfaction indexes are used to measure customer satisfaction across a wide variety of consumer products and services. Another dimension of quality for imported products is the “fair trade” designation.,11,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,质量的定义,质量可以从两个方面来定义： 市场感知质量 性能质量 顾客对优质产品的感知往往和市场感知的质量有关，而不是性能质量。 在面临多种选择的充满竞争的市场中，大多数顾客都期待获得性能质量是不言而喻的。 顾客满意指数被用来衡量对众多的消费
