【正文】 nsought Products Shopping Products Buy less frequently Gather product information Fewer purchase locations Compare for: ? Suitability Quality ? Price Style Convenience Products Special purchase efforts Unique characteristics Brand identification Few purchase locations New innovations Products consumers don’t want to think about. Require much advertising personal selling Buy frequently immediately Low priced Many purchase locations Includes: ? Staple goods ? Impulse goods ? Emergency goods ConsumerGoods Classification ? 169。2023 Prentice Hall Wholechannel Concept for International Marketing Seller Seller’s international marketing headquarters Channels between nations Channels within foreign nations Final buyers ? 169。2023 Prentice Hall Five International Product and Promotion Strategies Dual adaptation Promotion Product Product adaptation Adapt product Straight extension Do not change product Do not change promotion Communi cation adaptation Adapt promotion Develop new product Product invention ? 169。2023 Prentice Hall Five Models of Entry Into Foreign Markets Direct invest ment Joint ventures Licensing Direct exporting Indirect Exporting Amount of mitment, risk, control, and profit potential ? 169。2023 Prentice Hall Challenges in Going Global ? Shifting borders ? Unstable governments ? Foreignexchange ? Corruption ? Technological pirating ? 169。2023 Prentice Hall Objectives ? Factors to Consider Before Going Global ? Selecting Foreign Markets ? Foreign Market Entry ? Product Adaption for Global Marketing ? Management Organization of Global Activities ? 169。2023 Prentice Hall Commercialization When Where Whom Product Price Place Promotion ? 169。2023 Prentice Hall Concept Development Testing 1. Develop Product Ideas into Alternative Product Concepts 2. Concept Testing Test the Product Concepts with Groups of Target Customers 3. Choose the Best One ? 169。2023 Prentice Hall Challenges in NPD ? Idea Shortage ? Fragmented Markets ? Social Governmental Constraints ? Cost ? Capital Shortage ? Need for Speed ? Shorter Product Life Cycles ? 169。2023 Prentice Hall Objectives ? Challenges in New Product Development (NPD) ? Organizational Structure NPD ? Stages Management of NPD ? Diffusion Adoption of New Products ? 169。2023 Prentice Hall Decline Stage ? Decrease investment ? Resolve uncertainties stable investment ? Selective niches ? Harvesting ? Divesting ? 169。2023 Prentice Hall Four Introductory Marketing Strategies Rapid skimming strategy Rapid peration strategy Slow peration strategy Slow skimming strategy Price Low High Promotion High Low ? 169。2023 Prentice Hall Positioning is the act of designing the pany’s offering and image to occupy a distinctive place in the the target market’s mind. P 298 ? 169。2023 Prentice Hall Image Differentiation ? 169。2023 Prentice Hall Delivery Services Differentiation Ordering Ease Maintenance Repair Customer Training Installation Customer Consulting Miscellaneous Services ? 169。2023 Prentice Hall Objectives ? Identify Differentiating Attributes ? Choosing Communicating Effective Positioning ? Marketing Strategies Along the Product Life Cycle ? Marketing Strategy Market Evolution ? 169。2023 Prentice Hall Measurable Accessible Substantial Differential ? Segments must be large or profitable enough to serve. ? Segments can be effectively reached and served. Actionable ? Size, purchasing power, profiles of segments can be measured. ? Segments must respond differently to different marketing mix elements actions. ? Must be able to attract and serve the segments. Effective Segmentation ? 169。2023 Prentice Hall Bases for Segmenting Consumer Markets Occasions, Benefits, Uses, or Attitudes Behavioral Geographic Region, City or Metro Size, Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation, or Ine ... Lifestyle or Personality Psychographic ? 169。2023 Prentice Hall Objectives ? Identifying Market Segments ? Choosing Target Markets ? 169。2023 Prentice Hall “Nichemanship” ? Enduser specialist ? Verticallevel specialist ? Customersize specialist ? Specificcustomer specialist ? Geographic specialist ? Product or productline specialist ? Productfeature specialist ? Jobshop specialist ? Qualityprice specialist ? Service specialist ? Channel specialist ? 169。2023 Prentice Hall Attack Strategies Attacker Defender (3) Encirclement attack (4) Bypass attack (2) Flank attack (5) Guerilla attack (1) Frontal attack ? 169。2023 Prentice Hall Hypothetical Market Structure Strategies Market leader Market challenger Market follower Expand Market Defend Market Share Expand Market Share Attack leader Status quo Imitate Market nicher Special ize ? 169。2023 Prentice Hall Analyzing Competitors Competitor Actions Objectives Strengths Weaknesses Reaction Patterns Strategies ? 169。2023 Prentice Hall Objectives ? Identifying Competitors ? Evaluating Competitors ? Competitive Intelligence Systems ? Competitive Strategies ? Customer vs. Competitor Orientation ? 169。2023 Prentice Hall Institutional Markets Captive Patrons Low Budgets ? 169。2023 Prentice Hall Organizational Factors Purchasing Department Upgrading Cross Functional Roles Centralized Purchasing Decentralized Purchasing of Small Ticket Items Inter Purchasing LongTerm Contracts Purchasing Performance Evaluation