Lecture International marketing (15/e): Chapter 13 - Philip R. Cateora, Mary C. Gilly, John L. Graham

In this chapter, students will be able to understand: The importance of derived demand in industrial markets, how demand is affected by technology levels, characteristics of an industrial product, the importance of ISO 9000 certification, the growth of business services and nuances of their marketing, the importance of trade shows in promoting industrial goods.

15th edition 

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

– Russian chocolate

competitive global market

crucial in delivering quality

Green Marketing  and Product Development

consequences of a variety of marketing activities 

– Control of the packaging component of solid 

waste

– Consumer demand for environmentally friendly  products

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and Adaptation

by the intended market

behavior

– Gaining the largest number of consumers in the  market 

• In the shortest span of time – Probable rate of acceptance

• 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

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of an Innovation

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Exhibit 13.1

Services Globally

primarily service providers

– Intangibility

– Inseparability

– Heterogeneity

– Perishability

– As an industrial (business­to­business) 

– A consumer service

in Global Markets

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for Consumer Services

marketers: 

– Protectionism

– Restrictions on transborder data flows

– Protection of intellectual property

– Cultural barriers and adaptation

Brands in  International Markets

term, sign, symbol, design, or combination 

– Intended to identify goods or services of one seller   

– To differentiate them from those of competitors

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the pace of the globalization of brands

image

• Country­of­Origin effect

– Influences that the country of manufacture, 

assembly, or design 

• Has on a consumer’s positive or negative  perception of a product

stereotypes about specific countries and specific  product categories that they judge “best”

Country­of­Origin Effects 

and Global Brands (1 of 2)

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• Countries are stereotyped 

– On the basis of whether they are industrialized

– In the process of industrializing

– In process of developing

– Perception of one manufactured in a less­

developed or newly industrializing country less  positive  

countries or regions

Country­of­Origin Effects 

and Global Brands (2 of 2)