MM8

Jennie Rose Carpo · 24問 · 2年前

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—the degree to which the innovation appears superior to existing products.

relative advantage

—the degree to which the innovation matches the values and experiences of the individuals.

compatibility

—the degree to which the innovation is difficult to understand or use.

complexity

—the degree to which the innovation can be tried on a limited basis.

divisibility

—the degree to which the benefits of use are observable or describable to others.

communicability

The internationalization process typically has four stages:

. No regular export activities 2. Export via independent representatives (agents) 3. Establishment of one or more sales subsidiaries 4. Establishment of production facilities abroad Indirect and Direct Export

buy the manufacturer’s products and then sell them abroad.

Domestic-based export merchants

including trading companies, seek and negotiate foreign purchases for a commission.

Domestic-based export agents

conduct exporting activities for several producers

Cooperative organizations

companies agree to manage a company’s export activities for a fee.

Export-management

Indirect export has two advantages.

1.there is less investment: 2. there’s less risk:

is a simple way to engage in international marketing .

Licensing

foreign investors have often joined local investors in a joint venture company in which they share ownership and control. - may be necessary or desirable for economic or political reasons

Joint Ventures

The ultimate form of foreign involvement is direct ownership: the foreign company can buy part or full interest in a local company or build its own manufacturing or service facilities.

Direct Investment

At one extreme is _______ worldwide, which promises the lowest costs;. At the other extreme is an _______ in which the company, consistent with the marketing concept, believes consumer needs vary and tailors marketing to each target group.

standardized marketing program adapted marketing program

Global Similarities and Differences Hofstede identifies four cultural dimensions that differentiate countries:

1.Individualism versus collectivism 2. High versus low power distance 3. Masculine versus feminine 4. Weak versus strong uncertainty avoidance

Marketing Adaptation The company should review the following elements and determine which add more revenue than cost if adapted:

• Product features • Labeling • Colors • Materials • Sales promotion • Advertising media • Brand name • Packaging • Advertising execution • Prices • Advertising themes

are the mental associations and beliefs triggered by a country. Government officials want to strengthen their country’s image to help domestic marketers who export, and to attract foreign firms and investors.

Country-of-origin perceptions

A firm normally gets into international marketing by simply shipping out its goods

Export Department

Sooner or later, companies that engage in several international markets and ventures create an international division to handle all this activity.

International Division

firms have become truly global organizations. Their top corporate management and staff plan worldwide manufacturing facilities, marketing policies, financial flows, and logistical systems.

Global Organization

. Appointing teams to manage customer-value-building processes and break down walls between departments

Reengineering

. Buying more goods and services from outside domestic or foreign vendors

Outsourcing

. Studying “best practice companies” to improve performance

Benchmarking

Partnering with fewer but better value-adding suppliers

Supplier partnering

Working more closely with customers to add value to their operation

• Customer partnering

. Acquiring or merging with firms in the same or complementary industries to gain economies of scale and scope\

Merging

. Increasing efforts to “think global” and “act local”

Globalizing

. Reducing the number of organizational levels to get closer to the customer

Flattening

. Determining the most profitable businesses and customers and focusing on them

Focusing

. Becoming more accountable by measuring, analyzing, and documenting the effects of marketing actions

Justifying

. Designing the organization and setting up processes to respond more quickly to changes in the environment

Accelerating

. Encouraging and empowering personnel to produce more ideas and take more initiative

Empowering

. Factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise

Broadening

tracking what is said online and elsewhere and studying customers, competitors, and others to improve business practice

• Monitoring

requires that everyone in the organization accept the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.

Internal marketing

Organizing the Marketing Department

FUNCTIONAL ORGANIZATION. • GEOGRAPHIC ORGANIZATION. • PRODUCT- OR BRAND-MANAGEMENT ORGANIZATION.

Raising the level of socially responsible marketing calls for making a three-pronged attack that relies on proper legal, ethical, and social responsibility behavior.

Corporate Social Responsibility

Organizations must ensure every employee knows and observes relevant laws.

Legal Behavior

Business practices come under attack because business situations routinely pose ethical dilemmas

Ethical Behavior

Individual marketers must exercise their social conscience in specific dealings with customers and stakeholders.

Social Responsibility Behavior

links the firm’s contributions to a designated cause to customers’ engaging directly or indirectly in revenue-producing transactions with the firm.

Cause-related marketing

Cause marketing is part of ______), which Minette Drumwright and Patrick Murphy define as marketing efforts “that have at least one noneconomic objective related to social welfare and use the resources of the company and/or of its partners.”

corporate societal marketing (CSM

can improve social welfare, create differentiated brand positioning, build strong consumer bonds, enhance the company’s public image, create a reservoir of goodwill boost internal morale and galvanize employees, drive sales, and increase the firm’s market value.

cause-marketing program

is the process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives. A brilliant strategic marketing plan counts for little if not implemented properly. Strategy addresses the what and why of marketing activities; implementation addresses the who, where, when, and how.

Marketing implementation

is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.

Marketing control

is a comprehensive, systematic, independent, and periodic examination of a company’s or business unit’s marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance.

Marketing Audit

marketing audit’s four characteristics:

Comprehensive 2. Systematic 3. Independent 4. Periodic

3M, Dow, and General Mills have assigned new-product development to venture teams, cross-functional groups charged with developing a specific product or business.

Cross-Functional Teams

are informal workplaces, sometimes garages, where intrapreneurial teams attempt to develop new products

Skunkworks

Many top companies use ___________ to divide the innovation process into stages, with a gate or checkpoint at the end of each. The project leader, working with a cross-functional team, must bring a set of known deliverables to each gate before the project can pass to the next stage.

Stage-Gate System

framework is designed to provide companies with an unbiased view and an outside-in perspective of demand opportunities. It has three parts:

Erich Joachimsthaler’s demand-first innovation and growth (DIG) • The demand landscape • The opportunity space • The strategic blueprint

—Use observational, anthropological, and ethnographic methods or consumer self-reports to map consumer needs, wants, and even beyond.

demand landscape

—Use conceptual lens and structured innovative-thinking tools to achieve market perspectives from different angles.

opportunity space

—Think about how the new product can fit into customers lives and how it can be distinguished from competitors.

strategic blueprint

means inviting the Internet community to help create content or software, often with prize money or a moment of glory as an incentive.

Crowdsourcing

Adopting Creativity Techniques

• Attribute listing. List the attributes of an object, such as a screwdriver. • Forced relationships. List several ideas and consider each in relationship to each of the others. • Morphological analysis. Start with a problem, such as “getting something from one place to another via a powered vehicle.” • Reverse assumption analysis. List all the normal assumptions about an entity and then reverse them. • New contexts. Take familiar processes, such as people-helping services, and put them into a new context. • Mind mapping. Start with a thought, such as a car, write it on a piece of paper, then think of the next thought that comes up (say Mercedes), link it to car, then think of the next association (Germany), and do this with all associations that come up with each new word.

occurs when the company dismisses a good idea. It is extremely easy to find fault with other people’s ideas.

DROP-error

is a possible product the company might offer to the market.

product idea

is an elaborated version of the idea expressed in consumer terms

product concept

is a necessary but not sufficient step for new product success. Marketers must also distinguish winning concepts from losers.

Concept development

means presenting the product concept to target consumers, physically or symbolically, and getting their reactions. conjoint analysis, a method for deriving the utility values that consumers attach to varying levels of a product’s attributes. .

Concept testing

are the sum of estimated first-time sales, replacement sales, and repeat sales.

Total estimated sales

The job of translating target customer requirements into a working prototype is helped by a set of methods known as

quality function deployment (QFD).

. When the prototypes are ready, they must be put through rigorous functional and customer tests before they enter the marketplace.

customer tests

the product within the firm to see how it performs in different applications. After refining the prototype further, the company moves to beta testing with customers.

Alpha testing tests

Here are four major methods of consumer-goods market testing, from least to most costly.

• Sales-Wave Research. • Simulated Test Marketing. • Controlled Test Marketing. • Test Markets.

. Consumers who initially try the product at no cost are reoffered it, or a competitor's product, at slightly reduced prices.

• Sales-Wave Research

. Thirty to 40 qualified shoppers are asked about brand familiarity and preferences in a specific product category and attend a brief screening of both well-known and new TV commercials or print ads.

• Simulated Test Marketing

. The company with the new product specifies the number of stores and geographic locations it wants to test.

• Controlled Test Marketing

. The ultimate way to test a new consumer product is to put it into full-blown test markets

• Test Markets

incurs the company’s highest costs to date. Most new-product campaigns rely on a sequenced mix of market communication tools

Commercialization

The company faces three choices:

First entry Parallel entry Late entry

—The first firm entering a market usually enjoys the “first mover advantages” of locking up key distributors and customers and gaining leadership.

First entry

—The firm might time its entry to coincide with the competitor’s entry.

Parallel entry

—The firm might delay its launch until after the competitor has borne the cost of educating the market, and its product may reveal flaws the late entrant can avoid. .

Late entry

Most companies will develop a planned market rollout over time. In choosing rollout markets, the major criteria are market potential, the company’s local reputation, the cost of filling the pipeline, the cost of communication media, the influence of the area on other areas, and competitive penetration.

(Geographic Strategy)

Within the rollout markets, the company must target initial distribution and promotion to the best prospect groups.

(Target-Market Prospects)

Because new-product launches often take longer and cost more than expected, many potentially successful offerings suffer from underfunding.

(Introductory Market Strategy)

is an individual’s decision to become a regular user of a product and is followed by the consumer loyalty process.

Adoption

ADOPTED PROCESS

1. Awareness 2. Interest 3. Evaluation 4. Trial 5. Adoption

—The consumer becomes aware of the innovation but lacks information about it.

Awareness

—The consumer is stimulated to seek information about the innovation.

Interest

—The consumer considers whether to try the innovation.

Evaluation

—The consumer tries the innovation to improve his or her estimate of its value.

Trial

—The consumer decides to make full and regular use of the innovation.

Adoption

• are technology enthusiasts; they are venturesome and enjoy tinkering with new products and mastering their intricacies.

Innovators

are opinion leaders who carefully search for new technologies that might give them a dramatic competitive advantage

early adopters

five adopter groups

• Innovators • Early adopters • Early majority • Late majority • Laggards

are deliberate pragmatists who adopt the new technology when its benefits are proven and a lot of adoption has already taken place.

Early majority

are skeptical conservatives who are risk averse, technology shy, and price sensitive.

Late majority

are tradition-bound and resist the innovation until the status quo is no longer defensible.

Laggards

, the effect one person has on another’s attitude or purchase probability, has greater significance in some situations and for some individuals than others, and it is more important in evaluation than the other stages.

Personal influence

Five characteristics influence an innovation’s rate of adoption.

1. relative advantage 2. compatibility 3. complexity 4. divisibility 5. communicability

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quizlet questions

quizlet questions

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chapter 2

chapter 2

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sg 3-4

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Performing arts

Performing arts

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film

film

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music

music

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chapter 1

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Chapter 1-2

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chapter 1

chapter 1

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chapter 2

chapter 2

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Chapter 1

Chapter 1

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FM 4

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FM 5-6

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chapter 2-5

chapter 2-5

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CH 6 STRAT

CH 6 STRAT

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FM 10-12

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STRATch 7-8

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STRAT 9-10

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FM7-9

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the

the

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