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1、Lecture Week 6:Products,Dr.Angela Rushton,Learning objectives,To explore the impact of culture on productsTo appreciate the fundamental dilemma:Standardisation or adaptationTo understand the types of product attributes to be consideredTo think through the application to positioning and segmentation,
2、Global Marketing Strategies,Globalisedstandardisation,Localisedadaptation,Analysis of potential to standardiseSource:adapted from Kreutzer(1988).Reproduced with kind permission from Emerald Group Publishing Ltd;.,Standardisation/Adaptation,most scope for economies of scale and brand consistency,Coff
3、ee tastes vary across marketsTo keep the same brand positioning have to change the flavour of the coffee,Stardardise brand and product positioning;adapt the product itself,Product Attributes,Physicalsize,weight,colour,pack design etcServicewarranties,after-sales service,spare parts availability,inst
4、ruction manualsSymbolicinterpretation/symbolic meaning conveyed by physical or service attributes,Land 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 2011),Adaptation b
5、ecause of.,Compulsory Electricity supply voltageLocal safety standardsHygiene regulationsProduct liabilityRequiredConsumption patterns and tastesClimate and physical environmentLocal product usageLanguage,Bicycle BrochureExpert and professional bike riders dont usually need training wheels as shown
6、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:/,Whether you sell a hot tub or any other product in America,you can find yourself in hot water
7、 with plaintiff lawyers if you dont warn against the most obvious things.,International Standardisation,International technical standardsInternational usageInnovative products early adoptersCulture free productsEthnic markets,Characterisation,Image,Y&R Cross Cultural Consumer Characterisations,www.4
8、C,Service Attributes,Intellectual property rights protectionIntangible,inconsistent enforcement of Red TapeStand alone or support of a goodInstruction manuals,installation,waiting times and delivery dates,guarantees,spare parts availability,return of goodsSERVQUAL service quality assessmentReaction
9、to service failure,Instruction manualsUsage guidanceDemonstrationsRepair and maintenanceAutomation,Language/literacyUncertainty avoidanceDifferent ways of performing tasksRemoteness,labour costsHigh/Low contextAffective/Neutral,Waiting Times,Time orientationQueuing conventions and powerService encou
10、nters and expectationsAutomated or personal service,Cultural dimensions and automated service,Symbolic Attributes,Divergent symbolic interpretationsThe relationship between symbolic attitudes and national product images(COO),Culture and Symbols,ColoursLanguage a term for the colour Through learning common recognitionAssociation of a colour with a meaningUsed as a language Ethnocentrism instinctive,Divergent symbolic meanings,Cultural Sensitivity,Local sensitivity,
