國際市場營銷學(xué)第11章產(chǎn)品策略3

1、第十一章第十一章 國際市場產(chǎn)品策略國際市場產(chǎn)品策略 product strategies for international markets六六. 國際新產(chǎn)品開發(fā)策略國際新產(chǎn)品開發(fā)策略 p214-221development strategies for international new product（一）意義（一）意義 significancesince consumers requirements from international markets are different and changing continuously, and also products have thei

2、r lifecycles and finallyout, we have to create and develop new products into the markets for our survivals & developments.第十一章第十一章 國際市場產(chǎn)品策略國際市場產(chǎn)品策略 product strategies for international marketslets study a case about rough competition between nokia and apple mobile phones. watch the video carefully a

3、nd try to understand what the story wants to tell us. questions in class 2+11. are the new technology and new product development necessary for an enterprise? 2. what products do your have in your company? are those products popular and competitive in the international markets?3. are you going to de

4、velop new products or select other products as your main selling?第十一章第十一章 國際市場產(chǎn)品策略國際市場產(chǎn)品策略 product strategies for international markets（二）新產(chǎn)品創(chuàng)意的來源（二）新產(chǎn)品創(chuàng)意的來源 source of originality for new product 1. consumers, end users; 2. company staffs such as engineers in r&d dept., salesmen, product managers, a

5、dvertising persons; 3. distributors, middlemen; 4. competitors, same traders or occupants; 5. government 6. traditional products, old products 7. other sources, as magazine, association, lab, unvst.第十一章第十一章 國際市場產(chǎn)品策略國際市場產(chǎn)品策略 product strategies for international markets simple question: in your compan

6、y whom do you think is your most direct originality source for product development？第十一章第十一章 國際市場產(chǎn)品策略國際市場產(chǎn)品策略 product strategies for international markets七七. 國際品牌策略國際品牌策略 p222-225international brand strategiesdefinition and its difference with trade mark1. a products brand is composed with its brand

7、name and brand logo, used to differ its products or services from other enterprises. see p2232. any brand is not protected by the law, only if it is registered as a special right it will be protected by the law. and now it is called trade mark.第十一章第十一章 國際市場產(chǎn)品策略國際市場產(chǎn)品策略 product strategies for interna

8、tional markets七七. 國際品牌策略國際品牌策略 p222225 international brand strategiesoften used brand strategies in reality for international marketing activities. 現(xiàn)實(shí)中常用品牌策略現(xiàn)實(shí)中常用品牌策略1. unified brand: single brand for all different products. example: sony brand. 第十一章第十一章 國際市場產(chǎn)品策略國際市場產(chǎn)品策略 product strategies for inter

9、national marketsoften used brand strategies in reality for international marketing activities. 現(xiàn)實(shí)中常用品牌策略現(xiàn)實(shí)中常用品牌策略2. brand extension: one brand extends from one product or service to other products or services. example: galanz brand. it extends from microwave oven to electromagnetic oven and then to

10、electric roaster.第十一章第十一章 國際市場產(chǎn)品策略國際市場產(chǎn)品策略 product strategies for international marketsoften used brand strategies in reality for international marketing activities. 現(xiàn)實(shí)中常用品牌策略現(xiàn)實(shí)中常用品牌策略3. oem （原廠代工，貼牌生產(chǎn)）（原廠代工，貼牌生產(chǎn)） original equipment manufactures produce products for the brands owners. example: nike,

11、 adidas brands. french windo brand air conditioner made by midea. 第十一章第十一章 國際市場產(chǎn)品策略國際市場產(chǎn)品策略 product strategies for international marketsoften used brand strategies in reality for international marketing activities. 現(xiàn)實(shí)中常用品牌策略現(xiàn)實(shí)中常用品牌策略4. multi-brands strategies （多品牌策略）（多品牌策略） one enterprise has differ

12、ent brands for different products so that the brands can compete with each other and then their different characters can be outstood. example: p&g but such strategy is not very widely adopted. question in class 2+11. what products do you have in your company? and what brand name and brand logo did you give them? 2. what brand strategies are you going to use for your products? single brand or multi-brands? will you accept oem business if your forei