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1、Lecture Week 6:ProductsDr.Angela RushtonDr.Angela RushtonDr.Angela RushtonLearning objectivesLearning objectivesTo explore the impact of culture on productsTo appreciate the fundamental dilemma:Standardisation or adaptationTo understand the types of product attributes to be consideredTo think throug
2、h the application to positioning and segmentationDr.Angela RushtonGlobal Marketing StrategiesGlobal Marketing StrategiesGlobalisedstandardisationLocalisedadaptationDr.Angela RushtonAnalysis Analysis of of potential to standardisepotential to standardiseSource:adaptedfromKreutzer(1988).Reproducedwith
3、kindpermissionfromEmeraldGroupPublishingLtd;.Dr.Angela RushtonStandardisation/AdaptationStandardisation/AdaptationStandardisedpositioningAdapted positioningStandardisedmarketsegmentsAdaptedmarketsegmentsmost scope for economies of scale and brand consistencyDr.Angela RushtonCoffeetastesvaryCoffeetas
4、tesvaryacrossmarketsacrossmarketsTokeepthesameTokeepthesamebrandpositioninghavebrandpositioninghavetochangetheflavourtochangetheflavourofthecoffeeofthecoffeeStardardise brand and product positioning;adapt the product itselfDr.Angela RushtonProduct AttributesProduct AttributesPhysicalsize,weight,colo
5、ur,packdesignetcServicewarranties,after-salesservice,sparepartsavailability,instructionmanualsSymbolicinterpretation/symbolicmeaningconveyedbyphysicalorserviceattributesDr.Angela RushtonLand Rover reported to have increased the weight of its Range Rover models in USA to reclassify them as trucks,the
6、reby avoiding a newly imposed 10%tax on$30k+luxury cars(Kotabe&Helsen 2011)Dr.Angela RushtonAdaptation because Adaptation because of.of.Compulsory ElectricitysupplyvoltageLocalsafetystandardsHygieneregulationsProductliabilityRequiredConsumptionpatternsandtastesClimateandphysicalenvironmentLocalprodu
7、ctusageLanguageDr.Angela RushtonBicycle BrochureExpertandprofessionalbikeridersdontusuallyneedtrainingwheelsasshowninthispicturefromthebrochure!Evenwhenwarninglabelsarepresent,plaintifflawyerswillsometimesarguethattheyarentbigenoughorexplicitenough.2011 Wacky Warning Labels Contest Finalists!http:/
8、RushtonWhetheryousellahottuboranyotherproductinAmerica,youcanfindyourselfinhotwaterwithplaintifflawyersifyoudontwarnagainstthemostobviousthings.Dr.Angela RushtonInternational StandardisationInternational StandardisationInternationaltechnicalstandardsInternationalusageInnovativeproductsearlyadoptersC
9、ulturefreeproductsEthnicmarketsDr.Angela RushtonreformersucceederaspirerexplorerresignedmainstreamstrugglerCharacterisationImage4Cs ValuesenlightenmentsurvivalescapesecuritystatuscontroldiscoveryenlightenmentY&R Cross Cultural Consumer CharacterisationsY&R Cross Cultural Consumer CharacterisationsDr
10、.Angela RushtonReformerENLIGHTENMENTSucceederCONTROLAspirerSTATUSExplorerDISCOVERYResignedSURVIVALMainstreamSECURITY StrugglerESCAPEINNOVATIVEEARLY ADOPTERMIDDLE MAJORITYLAGGARDSwww.4CDr.Angela RushtonService AttributesService AttributesIntellectualpropertyrightsprotectionIntangible,inconsistentenfo
11、rcementofRedTapeStandaloneorsupportofagoodInstructionmanuals,installation,waitingtimesanddeliverydates,guarantees,sparepartsavailability,returnofgoodsSERVQUALservicequalityassessmentReactiontoservicefailureDr.Angela RushtonInstructionInstructionmanualsmanualsUsageUsageguidanceguidanceDemonstrationsD
12、emonstrationsRepairandRepairandmaintenancemaintenanceAutomationAutomationLanguage/Language/literacyliteracyUncertaintyUncertaintyavoidanceavoidanceDifferentwaysofDifferentwaysofperformingtasksperformingtasksRemoteness,Remoteness,labourcostslabourcostsHigh/LowcontextHigh/LowcontextAffective/NeutralAf
13、fective/NeutralDr.Angela RushtonWaiting TimesWaiting TimesTimeorientationQueuingconventionsandpowerServiceencountersandexpectationsAutomatedorpersonalserviceDr.Angela RushtonCultural dimensions and automated serviceCultural dimensions and automated serviceDr.Angela RushtonSymbolic AttributesSymbolic
14、 AttributesDivergentsymbolicinterpretationsTherelationshipbetweensymbolicattitudesandnationalproductimages(COO)Dr.Angela RushtonCulture and SymbolsCulture and SymbolsColoursLanguageatermforthecolourThroughlearningcommonrecognitionAssociationofacolourwithameaningUsedasalanguageEthnocentrisminstinctiveDr.Angela RushtonDivergent symbolic meaningsDivergent symbolic meaningsDr.Angela RushtonCultural SensitivityCultural SensitivityLocal sensitivityDr.Angela Rushton