Global Brand: Global brands are described by several requirements they need to have to be global which issupported by many

examples. Considering the outcomes of Dimofte et al.s study and additionalrecent literature, it can be said, that a global brand has the following characteristics.Global brands are virtually all global in reach, which means they must be available all over theworld. According to ACNielsen (2001) a global brand has to be present in the four major regions of the world with at least 5% of sales coming from outside the home region, and total revenues of atleast 1bn. In addition, zsomer and Altaras (2008, p. 1) argue that global brands have widespreadregional/global awareness, availability, acceptance, and demand. Also, the company follows aglobally integrated marketing strategy and adopts one brand name around the world (Johanssonand Ronkainen 2005, p. 339 and De Mooij 2005, p. 14). Consequently, the brand has a consistentpositioning, personality, look, and feel in major markets (zsomer and Altaras 2008, p. 1) enabledthrough these programs and benefiting from a unique perceived image worldwide. Moreover, status,esteem and thus equity rise with globality, which means that the globality of a brand is positivelyrelated to perceived quality, prestige and purchase likelihood (Johansson and Ronkainen 2005. Quality: Global competition is placing new emphasis on some basic tenets of business. It is shortening product life cycle and focusing on the important of quality, competitive prices and innovative product. Quality can be define on two dimension market perceived quality and performance quality, both are important concept ,but consumer perception of a quality product often has more to do with market perceived quality. Quality is a much more complicated term than it appears. Dictionary definitions are usually inadequate in helping a quality professional understand the concept. It seems that every quality expert defines quality is a somewhat different way. there are a variety of perspectives that can be taken in defining quality (e.g. customer's perspective, specification-based perspective). Homologation: Homologation (from the verb homologate, meaning to approve or confirm officially) is the certification of a product or specification to indicate that it meets regulatory standards. There are companies that specialize in helping manufacturers achieve regulatory compliance. Their services might include the explanation and interpretation of standards and specifications, assistance in plant facility audit and approval, testing and certification of materials, product design consulting, and translation of manuals, legal mandates and other written material. Innovation: Innovation is the creation of better or more effective products, processes, services, technologies, or ideas that are accepted by markets, governments, and society. Innovation differs from invention in that innovation refers to the use of a new idea or method, whereas invention refers more directly to the creation of the idea or method itself. Green marketing: Green marketing companies seek to go above and beyond traditional marketing by promoting environmental core values in the hope that consumers will associate these values with their company or brand. Engaging in these

sustainable activities can lead to creating a new product line that caters to a new target market. Debate the issue of global versus adapted product for the international market? There is a great difference between globally and adapted products. However, before going on to the differences between them and the issue that they pose for the international marketer, there are three phrases that we have to define; what global-, and adapted products are and who an international marketer is. Global products are simply standardized products that are sold globally, or in most of the countries of the world. Given the fact that these kinds of products look the same all over the world, their promotion and advertising can be quite the same with maybe some minor changes on them. Adapted products are products that although they have some level of standardization, they are greatly altered according to the local needs of the specific markets. Since the products themselves are differently, the promotion has to bee different also. International marketers are simply marketing practitioners operating in different countries and at different parts of the world. It is not just the product and promotion that they might have to change, but the two other parts of the marketing mix. For instance, place, that is, distribution, is largely dependant on the development of the infrastructure. Price also has to be changed according to the disposable income of the people in the country. An important first step in adapting a product to foreign market is to determine the degree of newspaper as perceived by the indent market .how people react to newspaper and how new a product is to a market must be understood. In evaluating the newness of a product the international market must b aware that many product successful in the USA having reached the maturity or even decline and thus must be treated as innovations. From a sociological viewpoint any idea perceived as new by a group of people is an innovation. A critical factor in the newness of a product is its effect on the established pattern of consumption and behavior. in the preceding cake mix example: the fancy iced cake mix was a product that require both acceptance of the difficult to believe that is that dried eggs and milk are as good in cake as the fresh product and the acquisition of new ideas that is that easy-to-bake fancy cakes are not a slight to ones domestic integrity. in this case the product directly affected two important aspects of consumer behavior and the product innovation met with sufficient resistance to convince the company to leave te market had the company studied thee target market before introducing the product perhaps it could have avoided the failure.

A recurring debate exists relative to product planning and focuses on the question of standardized products marketed worldwide versus differentiated products adapted or even redesigned for each culturally unique market. Those with a strong production and unit cost orientation advocate standardization and others, perhaps more culturally sensitive, propose the policy of a different product for each market. The issue cannot be resolved with a simple either/or decision. Cost revenue analyses need to be done and decisions made in the hard, cold lights of profitability. There is no question that significant cost savings can be realized from having standardized products, packages, brand names, and promotional messages but this makes sense only if there is adequate demand for the standardized products: costs must be balanced with demand. On the other hand, if the cost of an individualized product when evaluated against price/demand characteristics within a market exceeds potential profit, then it is ridiculous not to consider other alternatives including not marketing the product at all. To differentiate for the sake of differentiation is no solution, and realistic business practice requires a company to strive for uniformity in its marketing mix whenever and wherever possible. Economies of production, better planning, more effective control, and better use of creative managerial personnel are all advantages of standardization.

Define the country-of-origin effect and give example? Country of origin (often abbreviated to COO ), is the country of manufacture, production, or growth where an article or product comes from. There are differing rules of origin under various national laws and international treaties. From a marketing perspective, country of origin is a way to differentiate the product from the competitors. Schooler (1965) .is generally considered as the first researcher to empirically study this effect. He found out that products, identical in every respect except for their country-of-origin, were perceived differently by consumers. Since then, more than 1000 studies have been published on this subject. This research shows that the country of origin has an impact on consumers' quality perceptions of a product, as well as ultimately preference for and willingness to buy that product. Furthermore, several studies have shown that consumers tend to have a relative preference to products from their own country. or may have a relative preference for or aversion against products that originate from certain countries (so-called affinity and animosity countries). The effect of country of origin is however debated, with some studies questioning the relevance of academic research on country-of-origin effects for business managers. Overall, academics seem to conclude that the country with which a product is associated with, the so-called country-of-association significantly impacts consumers' product evaluations and choice, but that given the number of publications available, care should be given whether yet another study on that effect is needed. As discussed earlier, brands and used as external cues to taste design, performance quality, value, prestige and so forth .in other words, the consumer associates the value of the product with the brand, the brand can convey either a positive or a negative

message about the product to the consumer and is affected by past advertising and promotion product reputation, and product evaluation and experience. In short many factor affect brand image. One factor that is of great concern to multinational companies that manufacturer worldwide is the country-of-origin effect on the market perception of the product. The country the type of product and the image of the company and its brand all influence whether the country-of-origin will engender a positive or negative reaction. A variety of generalization can be made about country-of-origin effect on product and brands Consumer tend to have stereotypes about product and countries that have been formed by experience hearsay and myth following are some of the more frequently cited generalization. Example: In Russia the world is divided into two kind of product ours and imported Russian prefer fresh homegrown food product but imported clothing and manufactured item companies hoping to win loyalty by producing in Russia have been unhappily surprised consumer remain cool toward locally produced Polaroid camera and Phillips iron.on the orher hand computer product across the border in Finland are considered high quality.for Russian country of origin is more important that brand name as and indicator of quality , south Korean electronics manufacturer have difficulty convincing . Russian that their product are as good as japaness ones.goods produced in Malaysia , Russians that their product are as good as japans one.goods product in Malaysia ,hong kong, or thiland are more suspect still ,estern Europe is considerate adequate for clothing, but poor for food or durable. Turkey and china are at the bottom of the heap.
Country of Origin Effect (COE) can be defined as any influence that country-ofmanufacturer has on a consumers positive or negative perception of a product. Today a company competing in global markets will manufacture products worldwide and, when the customer is aware of the country of origin, there is the possibility that the place of manufacture will affect product/brand image. Some examples are French wines, German beer, Swiss watches, Cuban cigars, and Irish woolens are some positive COEs. A negative COE is an automobile from Yugoslavia (the Yugo).

What are the three major components of a product? Discuss their importance to product adaptation. On the surface it seems a product is simply a marketing offering, whether tangible or intangible, that someone wants to purchase and consume. In which case one might believe product decisions are focused exclusively on designing and building the consumable elements of goods, services or ideas. For instance, one might think the key product decision for a manufacturer of floor cleaners is to focus on creating a formula that cleans more effectively. In actuality, while decisions related to the

consumable parts of the product are extremely important, the Total Product consists of more than what is consumed. The total product offering and the decisions facing the marketer can be broken down into three key parts: 1. Core Benefits 2. Actual Product 3. Augmented Product

Importance to product adaptation: An important first step in adapting a product to foreign market is to determine the degree of newspaper as perceived by the indent market .how people react to newspaper and how new a product is to a market must be understood. In evaluating the newness of a product the international market must b aware that many product successful in the USA having reached the maturity or even decline and thus must be treated as innovations. From a sociological viewpoint any idea perceived as new by a group of people is an innovation. A critical factor in the newness of a product is its effect on the established pattern of consumption and behavior. in the preceding cake mix example: the fancy iced cake mix was a product that require both acceptance of the difficult to believe that is that dried eggs and milk are as good in cake as the fresh product and the acquisition of new ideas that is that easy-to-bake fancy cakes are not a slight to ones domestic integrity. in this case the product directly affected two important aspects of consumer behavior and the product innovation met with sufficient resistance to convince the company to leave te market had the company studied thee target market before introducing the product perhaps it could have avoided the failure. Another word briefly discussion--The three major components of a product are: (1) its core, the physical product and all its functional features; (2) the packaging component that includes the physical package in which the product is presented, as well as the brand name, trademark, styling and design features, price and quality levels; (3) the support services component, which completes the product buyers receive and from which the bundle of satisfactions received are derived. This support services component includes repair and maintenance services, installation, delivery, warranty, spare parts, training and instructions, credit, and any other services related to the use and purchase of the product. The importance of each component, as well as the perceived component attributes are functions of culture. What may be desirable in one culture may be unimportant in another. A product is, in a large part, a cultural phenomenon; that is, culture determines the individuals perception of what a product is and what satisfaction that product provides. Therefore, in developing products for international markets, adaptation of that bundle of utilities or satisfaction received may be necessary to bring the product in line with the cultures needs. Such adaptation may require changes of any one or all of the product components as defined above

Discuss product alternative and the three marketing strategic market extension, multi domestic markets, and global market strategic.
The marketer has at least three viable alternatives when entering a new market: (1) sell the same product presently sold in the home market (Domestic Market Extension Strategy); (2) adapt existing products to the tastes and specific needs in each new country market (Multi-Domestic Market Strategy); or (3) develop a standardized product for all markets (Global Market Strategy.) An important issue in choosing which alternative to use is whether or not a company is starting from scratch (i.e., no existing products to market abroad), or whether it has products already established in various country markets. For a company starting fresh, the prudent alternative is to develop a global product. If the company has several products that have evolved over time in various foreign markets, then the task is one of repositioning the existing products into a global product. Discuss the different promotional/product strategies available to an international marketer. The marketer has at least three viable alternatives when entering a new market: he can (1) sell the same product he presently sells elsewhere, (2) individualize existing products to the tastes and specific needs of the new country, or (3) develop a totally new product. These three basic alternatives, when combined with promotional effort, can be developed into five different product strategies available to the international marketer. First, a company can sell the same product using the same promotional message worldwide as Pepsi-Cola and the Coca-Cola company do. A second version is to sell the same product but with promotions featuring different use patterns, for example, garden power equipment designed for United States home use but sold as agricultural equipment in underdeveloped countries. A third strategy involves altering the basic physical features of the product to meet local environmental needs but promoting the product to fill the same use patterns as are prevalent in the domestic market. Detergents redesigned to function in cold water but still promoted to get clothes clean is an example of this strategy. The fourth strategy requires both a change in the product to meet different use patterns and a change in the promotional message accompanying it. For example, the fifth strategy is one of investing or developing a totally new product rather than adapting an existing one. This is less frequently done, but as companies move into less developed markets and seek greater economic penetration into these markets it becomes more prevalent. As examples, the Coca-Cola Company has developed Saci, a protein fortified beverage to sell in foreign countries as a diet supplement; and Ford and General Motors are experimenting with a bare bones Model T-type truck to sell in developing countries. The success of any of these strategies depends upon the product and the fundamental need it fulfills, its characteristics and their perception within the culture, and finally, the associated costs of each program. Products can be adapted physically and culturally for foreign markets. Discuss

Products can be adapted to a new culture in a variety of ways ranging from simple package changes to total redesign in the physical product. Some need for change becomes obvious with relatively little analysis. For example, a cursory analysis of a country will uncover the need to require electrical goods if it uses a different voltage system, or to indicate product simplification when the local level of technologies is not high, or the need for a color change if the present color violates local taboos, etc. Most such superficial changes can be spotted by looking at product use patterns, the economy, and other related culture elements. One international scholar has categorized these changes into thirteen environmental factors listed below. Each is quickly detected and requires only basic changes to bring the product in line with a culture.

Environmental Factor Level of technical skills Level of labor cost Level of literacy Level of income Level of interest rates Level of maintenance Climatic differences Isolation (heavy repair difficult and expensive) Differences in standards

Design Change Product simplification Automation or manualization of product Remarking and simplification of product Quality and price change Quality and price change (investment in high quality might not be financially desirable Change in tolerances Product adaptation Product simplification and reliability improvement Recalibration of product and resizing

The suggested changes are primarily concerned with the price and physical or mechanical properties of a product. Such product characteristics certainly can impede effective use of a product within another culture, but more subtle differences within a culture require other kinds of changes that must be resolved before a product gains acceptance. Internal cultural variations may require product adaptation that hinges more on the products conflict with norms, values, and behavior patterns than on its physical or mechanical aspects. For example, introduction of a new product into a culture that does not perceive a need for such an item can conflict with established norms, locally accepted values can be upset by trying to introduce personal care items into a culture that prefers body functions remain very private and assuming too high a level of sophistication in product usage may overlook local behavior patterns.

How can the knowledge of the diffusion of innovations help a product manager plan his international investments? Knowledge of the diffusion of innovation provides the international marketer with several important pieces of information; for example, a knowledge of the concept may provide the marketer with an estimate of the time it will take before his innovation would be accepted by a culture, and therefore help him decide whether or not to make the necessary investment. It can also give him insights into how to accelerate the rate of acceptance of his product and the steps that he as a marketer can take to eliminate some of the newness thereby gaining more rapid acceptance of his product. In preparing characteristics of innovations study of the new product, he or she might determine a product profile which could be extremely useful as a model for planning product strategy. By analyzing the product in terms of those attributes which contribute to its newness (or innovativeness) the marketers attention is focused on those factors which give rise to resistance; thus, the marketer can estimate the possible rate of adoption and perhaps effect the rate of adoption of an innovation by changing its characteristics through physical modifications, advertising, and/or sales promotion efforts.

Old products (that is, old to the U.S. market) may be innovations in a foreign market. Discuss fully. It is important for the marketer to appreciate that a product which has gained acceptance and is now at the top or perhaps even in the declining stage of the product life cycle, may be perceived in another culture as a new and, in fact, very innovative product. The marketer must guard against assuming that an old hat in one market which has achieved acceptance after many years of exposure and learning and adaptation on the part of the culture toward the product can be transferred to another culture with its learned acceptance intact. In fact, the old hat may be so outside the experience of the new market that the marketer will have to start at the beginning of the assimilation process. If the product sells in Dallas, it will sell in Tokyo or Berlin. Comment. Basically, the needs and hence the demand for a product are the same in all markets. Similarities in wants are universal and, as income increases, practically everyone desires the good life. The important aspect to consider is that in crossing one culture to another, separate characteristics of nationality and stages of economic and industrial development determine consumer behavior to a great extent. Hence, each groups interpretation of the good life as reflected in consumer behavior relates heavily to cultural heritage. Thus, the

statement can be very wrong and represents an attitude which has frequently led to international market failures. How can a country with a per capita GNP of $100 be a potential market for consumer goods? What kinds of goods would probably be in demand? Discuss. A country with a low GNP can have a large demand for consumer goods because of the need that exists for certain products and because there are no production facilities or very limited ones within the country. India, for example, has a per capita income of $58/year, yet its imports were about $2.4 billion in 1963. The type of goods that likely are in demand are the more basic type of consumer goods, such as clothing or basic housing needs Discuss the characteristics of an innovation that can account for differentiate diffusion rates. The characteristics of an innovation which can account for differential diffusion rates are: (1) relative advantage, (2) compatibility, (3) complexity, (4) trialability, and (5) observability. Relative advantage is the degree to which an innovation is better than the products it replaces or with which it competes. Compatibility is concerned with how consistent a product is with existing value and behavior patterns. Complexity refers to how difficult it is to understand and use the new product. Trialability is the degree to which a product may be tried, on a limited basis, without complete commitment to the product. And, observability refers to the ease with which the results of an innovation may be communicated to others.

Discuss environmentally friendly products and product development. A quality issue of growing importance the world over, especially in Europe and the united state, is green marketing Europe has been at the forefront of the green marketing with strong public opinion and specific legislation favoring environmentally friendly marketing and product .green marketing is a term used to identify concern with the environmental consequences of a variety of marketing activities. in the united states, Japanese car manufacturer are taking advantage of their gas-guzzling. American cousin as consumer become more concerned about the environmental effects of SUVs like the general motors. Germany has a strict Eco-labeling program to identify, for the concerned consumer, products that have a lesser negative impact on the environment than similar products. Under German law, a manufacturer is permitted to display a logo, called the Blue Angel, on all products that comply with certain criteria that make it environmentally friendly. More than 3,200 products in 58 product categories have been examined and given the Blue Angel logo. While it is difficult to judge the commercial value of a Blue Angel designation, manufacturers are seeking the eco-label for their products in response to growing consumer

demand for environmentally friendly products. Similar national labels are under discussion in France, Denmark, the Netherlands and the United Kingdom. The EC Commission issued guidelines for eco-labeling that became operational in October 1992. Under the EC directive, a product is evaluated on all significant environmental effects throughout its life cycle, from manufacturing to disposal, a cradle-to-grave approach. Companies will be encouraged to continuously update their environmental technology because eco-labels will be granted for only a limited period. As more environmentally friendly products come onto the market, the standards will become tougher, and products that have not been improved will lose their eco-label. The Blue Angel and similar eco-labels are awarded on the basis of a products environmental friendliness, that is, how friendly when used and when its residue is released into the environment. A detergent formulated to be bio-degradable and not pollute would be judged more friendly than a detergent whose formulation would be harmful when discharged. Aerosol propellants that do not deplete the ozone layer are another example of environmentally friendly products. No countrys laws yet require products to carry an ecolabel to be sold. The designation that a product is environmentally friendly is voluntary and its environmental success depends on the consumer selecting the eco-friendly product. However, laws that mandate systems to control solid waste management, while voluntary in one sense, do carry penalties in that consumers may not select their products.