International product and service management
7 important questions on International product and service management
-what are the characteristics of service?
- Intangibility -> untouchable
- perishability -> tijdelijk
- heterogeneity -> rarely the same
- inseparability -> onscheidbaar
What are the 3 additional marketing mix elements?
- people -> customers and employees
- proces -> service is for the total customer experience
- physical aspects -> good service is for the overal experience
What are the components of the international product offer?
- product benefits -> The needs through performance and image
- product attributes -> features, styling, packaging
- the marketing support service -> delivery, extra service (installation)
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What are the reasons of adaption of a product ?
- Cultural factors -> cultural differences
- usual factors -> how do people use a product
- legal standards -> laws in each country different
What are the product strategies of Keegan and Green?
- one product, one massage worldwide
- Product extension, promotion adaption -> product blijft gelijk
- Product adaption, promotion extension
- Dual adaption -> beide veranderen
- Product invention -> needs of the market
What are brand categories?
- Attribute brands -> make the functional things beter in competitive products (quality)
- Aspirational brands -> create image in mind customer
- Experience brands -> focus on the shares associations and emotions
What are brand strategies?
- Umbrella brands -> one brand several products
- product brand -> Unilever gives a lot of brand names to products
- line brands -> same sort of products one brand (loreal studio line)
- Range brands -> same as line but more products
- endorsing brands -> after a take over get the name of the bigger brand (nestle on package of kit kat)
- source brands -> corporate name and product name (fort mondeo)
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