International Marketing

15th edition

Philip R. Cateora, Mary C. Gilly, and John L. Graham

Maintaining Quality
Damage in the distribution chain
Russian chocolate

Quality is essential for success in todays

competitive global market
The decision to standardize or adapt a product is
crucial in delivering quality

Roy Philip

Green Marketing
and Product Development
Green marketing concerns the environmental
consequences of a variety of marketing activities
Critical issues affecting product development
Control of the packaging component of solid
waste
Consumer demand for environmentally friendly
products

European Commission guidelines for ecolabeling

Laws to control solid waste
Roy Philip

Innovative Products
and Adaptation
Determining the degree of newness as perceived
by the intended market
Diffusion
Established patterns of consumption and
behavior
Foreign marketing goal
Gaining the largest number of consumers in the
market
In the shortest span of time
Probable rate of acceptance
Roy Philip

Diffusion of Innovations
Crucial elements in the diffusion of new ideas

An innovation
Which is communicated through certain channels
Over time
Among the members of a social system

The element of time

Variables affecting the rate of diffusion of an object
Degree of perceived newness
Perceived attributes of the innovation
Method used to communicate the idea
Roy Philip

Five Characteristics
of an Innovation

Relative advantage
Compatibility
Complexity
Trialability
Observability

Roy Philip

Product Component Model

Exhibit 13.1

Roy Philip

Marketing Consumer
Services Globally
More than half of Fortune 500 companies are
primarily service providers
Consumer services characteristics

Intangibility
Inseparability
Heterogeneity
Perishability

A service can be marketed

As an industrial (business-to-business)
A consumer service
Roy Philip

Services Opportunities
in Global Markets

Tourism
Transportation
Financial services
Education
Communications
Entertainment
Information
Health care

Roy Philip

Barriers to Entering Global

Markets for Consumer Services
Four kinds of barriers face consumer service
marketers:

Protectionism
Restrictions on transborder data flows
Protection of intellectual property
Cultural barriers and adaptation

Roy Philip

10

Brands in
International Markets
A global brand is the worldwide use of a name,
term, sign, symbol, design, or combination
Intended to identify goods or services of one
seller
To differentiate them from those of competitors

Importance is unquestionable
Most valuable company resource

Roy Philip

11

Global Brands
The Internet and other technologies accelerate
the pace of the globalization of brands
Ideally gives the company a uniform worldwide
image
Balance
Ability to translate

Roy Philip

12

Country-of-Origin Effects
and Global Brands (1 of 2)
Country-of-Origin effect
Influences that the country of manufacture,
assembly, or design
Has on a consumers positive or negative
perception of a product

Consumers have broad but somewhat vague

stereotypes about specific countries and specific
product categories that they judge best
Ethnocentrism
Roy Philip

13

Country-of-Origin Effects
and Global Brands (2 of 2)
Countries are stereotyped
On the basis of whether they are industrialized
In the process of industrializing
In process of developing

Technical products
Perception of one manufactured in a lessdeveloped or newly industrializing country less
positive

Fads often surround product from particular

countries or regions
Roy Philip

14