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24 Cards in this Set
- Front
- Back
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Services to Consumers |
1. Gyms 2. Cleaning Services 3. Restaurant Chains $4. Insurance - Heterogeneity of consumer behaviour and usage patterns across countries = Greater adaptation for services marketed to consumers |
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Services to Organizations |
1. Communication services 2. Financial Services 3. Software development 4. Database Management 5. Construction 6. Computer Support 7. Accounting 8. Advertising 9. Consulting |
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Difference Between Services and Products |
Services are: - Intangible - They cannot be stored or readily displayed - Simultaneous - Production and consumption happen at same time - Heterogeneous - Production lines do not exist to deliver standardized products or consistent quality - Perishable - Cannot be stored |
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International Service Providers |
- More than 1/2 Fortune 500 - Value produced exceeds manufactured products - 25% world trade |
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Transferring Service Models Abroad |
- Guaranteeing quality worldwide = hard - Fewer opportunities for economies of scale - Back-stage elements (planning and implementation) are EASIER to standardize than front-stage elements (aspects of service encounters) |
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Culture and Service Experience |
- Culture affects a number of aspects of the service experience: - Customer expectations - Service levels - Equal customer treatment? - Waiting experience - Time - Waiting in line - Service Personnel - Gender - Social Class - Appearance - Training |
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Branding |
- More than a name - Also the intangible association with the name - User Imagery - Usage Imagery - Type of personality the brand portrays - Type of relationship brand seeks to build with customers |
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Branding Decisions |
- Globally recognized brand name = asset - Gives product credibility - Enables consumers to identify the product - Helps consumers make choices faster and more easily |
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Brand Name Decisions |
- Arbitrary or invented word (Lexus) - English ( or foreign language) word by unrelated to product (Cheer) - English ( or foreign language) that suggests some purpose of the product (Mr. Clean) - English (or foreign language) word descriptive of product but may not be understandable to outsiders (Pampers) - Geographic place or common surname (KFC) - Device, design, number or some other element (3M) |
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Three Key Dimensions of Brand Evaluation |
1. Quality Signal - Global brands become a cue for quality 2. Global myth - Local brands show what we are; global brands show what we want to be. 3. Social Responsibility - Because the firms behind global brands are perceived to have extraordinary power and influence, consumers expect these companies to address social problems. |
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Four Consumer Segments |
1. Global Citizens 2. Global Dreamers 3. Antiglobals 4. Global Agnostics |
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Global Citizens |
- Consumers who rely on global brands to indicate products of quality and innovation - Concerned that transnational firms respect workers rights and the environment - Segment is 55% of consumers - Fewer global citizens in the U.K. and U.S. - More global citizens in Brazil, China, Indonesia |
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Global Dreamers |
- Consumers who think global brands represent quality - Consumers attracted to lifestyle that global brands portray - Less concerned with social issues - Global dreamers segment is 23% of consumers - Young people in Russia, the Ukraine, and U.S. viewed themselves as part of global world and preferred global products |
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Antiglobals |
- Skeptical of the quality of global brands - Also do not trust transnational firms - Prefer to buy local and avoid global products - The segment represents 13% of consumers - This segment is common in Britain and China but less common in Egypt and South Africa |
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Global Agnostics |
- Judges global and local brands by the same criteria - Neither impressed or alienated by global brands - Global agnostics represent 8% of the consumers - This segment is larger us U.S. and South Africa, but less common in Japan, Indonesia, China, and Turkey |
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The Best Global Brands |
To qualify, brands - must have a presence on at least three major continents - must have broad geographic coverage in growing and emerging markets - Thirty percent of revenues must come from outside the home country - No more than fifty percent of revenues should come from any one continent. |
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2014 Best Global Brands (10) |
1. Apple 2. Google 3. Coca Cola 4. IBM 5. Microsoft 6. General Electric 7. Samsung 8. Toyota 9. McDonalds 10. Mercedes Benz |
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Global vs. Local Brands |
- Study of European consumers founds local brands were the same quality as global brands, but were more reliable and better value for money - Consumers like local brands for foods and household items, but global brands for electronics |
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Pan-Regional Branding |
- There are few truly global brands, but pan- regional brands are increasing - Shangri-La Hotel Chain in Asia - Varig Airlines in Latin America - Electrolux - Danone |
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Private Branding |
Supplying products to another party for sale under the latter's brand name (Walmart) - Advantages for firms with strong manufacturing skills but little access to foreign markets |
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Global Brand Threats |
- Brand Name Preemptions - Local individuals or business registers a famous international trademark in their country before the real owner of the brand does - Brand Imitations - Employing packaging and/or marketing that closely resembles those of brand - Counterfeit Production - Illegal use of registered trademark - Piracy |
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Fighting Counterfeits |
- Do nothing - Co-op the offenders - Educate governments - Advertise - Participate directly in investment and surveillance - Continue changing aspects of product - Push for better legislation - employ coalitions - Reconsider more aggressive pricing - Exit or avoid market |
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Social Marketing |
- Adaptation of marketing practices designed to influence the voluntary behaviour of target groups in order to improve their personal welfare and that of the society to which they belong - Influence of NGOs |
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Differences Between Social and Commercial Marketing |
- Social marketers not concerned with profitability - Social marketer's funding comes from sources other than target markets - Lateral partnerships among social marketers are common - Social Marketers consider how governments view their products |
