Task Seven Designing the International Marketing Program（课件）- 《国际市场营销实务》同步教学（对外经贸大学·2011）

Module Three Designing the International Marketing Program Once the company has selected the markets and decided how to enter the target markets, the next step is to design the international marketing mix strategies. The marketing mix (product, price, place and promotion) is the combination of marketing activities that an organization engages in to best meet the needs of its targeted customers. Introduction Task Seven International Product and Brand Strategy The question of Diversification v.s Standardization. For most products, adaption to local preference is a must. But adaption to every local market may cost a company too much. For other products such as the food, raw material and some industrial products, standardization of marketing mix strategies is applicable I Introduction to International Products International products refer to commercially distributed goods that are offered to the global marketplace for use or consumption to satisfy needs of international customers. The products include the tangible products and intangible services or a combination of them. 1. Definition of International Products 2.1 Consumer Products Convenience products Shopping products Specialty Products Unsought products 2.2 Industrial Products Materials and Parts Capital items Supplies and business services 2. Category of International Products 3. Levels of International Products Look at Mini-Case 7.1 International product positioning refers to efforts to influence consumer’s understanding of a product. Its objective is to enable a product to create a clear, unique, and advantageous position in the consumer’s mind. “the best driving car,” “the most economical car,” or “the safest car.” Look at Mini-Case 7.2 II International Product Positioning Market Characteristics Competitors’ Positioning Product Characteristics Corporate Resources 1. Factors Affecting International Product Positioning (1) Attribute Positioning (2) Price/Quality Positioni