1、Lecture Week 6:ProductsDr. Angela RushtonDr. Angela RushtonDr. Angela Rushton To explore the impact of culture on products To appreciate the fundamental dilemma: Standardisation or adaptation To understand the types of product attributes to be considered To think through the application to positioni
2、ng and segmentationDr. Angela RushtonGlobalisedstandardisationLocalisedadaptationDr. Angela RushtonSource: adapted from Kreutzer (1988). Reproduced with kind permission from Emerald Group Publishing Ltd; .Dr. Angela RushtonStandardisedpositioningAdapted positioningStandardised market segmentsAdapted
3、 market segmentsmost scope for economies of scale and brand consistencyDr. Angela RushtonStardardise brand and product positioning; adapt the product itselfDr. Angela Rushton Physicalsize, weight, colour, pack design etc Servicewarranties, after-sales service, spare parts availability, instruction m
4、anuals Symbolicinterpretation / symbolic meaning conveyed by physical or service attributesDr. Angela RushtonLand Rover reported to have increased the weight of its Range Rover models in USA to reclassify them as trucks, thereby avoiding a newly imposed 10% tax on $30k+ luxury cars (Kotabe & Helsen
5、2011)Dr. Angela RushtonCompulsory Electricity supply voltage Local safety standards Hygiene regulations Product liabilityRequired Consumption patterns and tastes Climate and physical environment Local product usage LanguageDr. Angela RushtonBicycle BrochureExpert and professional bike riders dont us
6、ually need training wheels as shown in this picture from the brochure! Even when warning labels are present, plaintiff lawyerswill sometimes argue that they arent big enough or explicit enough. 2011 Wacky Warning Labels Contest Finalists!http:/ Angela RushtonWhether you sell a hot tub or any other p
7、roduct in America, you can find yourself in hot water with plaintiff lawyers if you dont warn against the most obvious things. Dr. Angela Rushton International technical standards International usage Innovative products early adopters Culture free products Ethnic marketsDr. Angela Rushtonreformersuc
8、ceederaspirerexplorerresignedmainstreamstrugglerCharacterisationImage4Cs ValuesenlightenmentsurvivalescapesecuritystatuscontroldiscoveryenlightenmentDr. Angela RushtonReformerENLIGHTENMENTSucceederCONTROLAspirerSTATUSExplorerDISCOVERYResignedSURVIVALMainstreamSECURITY StrugglerESCAPEINNOVATIVEEARLY
9、ADOPTERMIDDLE MAJORITYLAGGARDSwww.4CDr. Angela Rushton Intellectual property rights protection Intangible, inconsistent enforcement of Red Tape Stand alone or support of a good Instruction manuals, installation, waiting times and delivery dates, guarantees, spare parts availability, return of goods
10、SERVQUAL service quality assessment Reaction to service failureDr. Angela RushtonDr. Angela Rushton Time orientation Queuing conventions and power Service encounters and expectations Automated or personal serviceDr. Angela RushtonDr. Angela Rushton Divergent symbolic interpretations The relationship
11、 between symbolic attitudes and national product images (COO)Dr. Angela RushtonColours Language a term for the colour Through learning common recognition Association of a colour with a meaning Used as a language Ethnocentrism instinctiveDr. Angela RushtonDr. Angela RushtonLocal sensitivityDr. Angela Rushton
