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1、Lecture Week 6: Products,Dr. Angela Rushton,Learning objectives,To explore the impact of culture on products To appreciate the fundamental dilemma: Standardisation or adaptation To understand the types of product attributes to be considered To think through the application to positioning and segment
2、ation,Global Marketing Strategies,Globalised standardisation,Localised adaptation,Analysis of potential to standardise Source: adapted from Kreutzer (1988). Reproduced with kind permission from Emerald Group Publishing Ltd; .,Standardisation / Adaptation,most scope for economies of scale and brand c
3、onsistency,Coffee tastes vary across markets To keep the same brand positioning have to change the flavour of the coffee,Stardardise brand and product positioning; adapt the product itself,Product Attributes,Physical size, weight, colour, pack design etc Service warranties, after-sales service, spar
4、e parts availability, instruction manuals Symbolic interpretation / symbolic meaning conveyed by physical or service attributes,Land Rover reported to have increased the weight of its Range Rover models in USA to reclassify them as trucks, thereby avoiding a newly imposed 10% tax on $30k+ luxury car
5、s (Kotabe & Helsen 2011),Adaptation because of.,Compulsory Electricity supply voltage Local safety standards Hygiene regulations Product liability Required Consumption patterns and tastes Climate and physical environment Local product usage Language,Bicycle Brochure Expert and professional bike ride
6、rs dont usually need training wheels as shown in this picture from the brochure! Even when warning labels are present, plaintiff lawyers will sometimes argue that they arent “big enough“ or “explicit enough“.,2011 Wacky Warning Labels Contest Finalists! http:/ you sell a hot tub or any other product
7、 in America, you can find yourself in hot water with plaintiff lawyers if you dont warn against the most obvious things.,International Standardisation,International technical standards International usage Innovative products early adopters Culture free products Ethnic markets,Characterisation,Image,
8、Y&R Cross Cultural Consumer Characterisations,www.4C,Service Attributes,Intellectual property rights protection Intangible, inconsistent enforcement of Red Tape Stand alone or support of a good Instruction manuals, installation, waiting times and delivery dates, guarantees, spare parts availability,
9、 return of goods SERVQUAL service quality assessment Reaction to service failure,Instruction manuals Usage guidance Demonstrations Repair and maintenance Automation,Language / literacy Uncertainty avoidance Different ways of performing tasks Remoteness, labour costs High / Low context Affective / Ne
10、utral,Waiting Times,Time orientation Queuing conventions and power Service encounters and expectations Automated or personal service,Cultural dimensions and automated service,Symbolic Attributes,Divergent symbolic interpretations The relationship between symbolic attitudes and national product images (COO),Culture and Symbols,Colours Language a term for the colour Through learning common recognition Association of a colour with a meaning Used as a language Ethnocentrism instinctive,Divergent symbolic meanings,Cultural Sensitivity,Local sensitivity,
