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Download MKT 543 Chap 13 Key PPT - Cal State LA
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International Marketing Chapter 13 Key Concepts Issues to consider in the industrial product market Stage of Economic Development Technology and Market Demand Attributes of Product Quality Quality Defined by the Customer Lack of Universal Standards ISO 9000 Certification Importance of Trade Shows The Ongoing Marketing Debate: Adaptation or Standardization ADAPTATION STANDARDIZATION Consumer Products Industrial Products – More sensitive – Less sensitive – More likely to change existing consumption patterns – Less likely to change existing consumption patterns The Industrial Product Market: Issues to Consider Stage of Economic Development Technology and Market Demand Quality Defined by the Customer Lack of Universal Standards The Stages of Economic Development Preindustrial/Precommercial Stage Preconditions for Take-Off Take-Off Drive to Maturity Age of Mass Consumption Technology and Market Demand Economic growth and expansion – – – – Asia Newly Independent States (former USSR) Eastern Europe BEMs Privatization of government industries – Many opportunities for foreign investors Product Quality is Defined by the Customer! Level of Technology – Appropriate level Compliance with Standards – As defined by the customer Support Services & Follow-Through – Comprehensive after-sales service Requirements of Effective Global Competition Effective After Sales Service Prompt Delivery Available Spare and Replacement Parts Proper Installation and Training Lack of Universal Standards Major Challenge for All Companies Extra Challenge for American Companies The Global Harmonization Task Force ISO 9000 Certification Registration and certification standard Applies to production processes only Manufacturer’s quality control system An important competitive marketing tool Reaching Industrial Customers Print Advertising Catalogs (now online) Websites Direct Mail Trade Shows/Fairs