Decision 4
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Part IV
Designing the
global marketing programme
Chapter 14
Product decisions
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure IV.1 Environmental factors influencing the balance between standardization and adaptation
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure IV.2 Standardization and adaptation of the international marketing mix
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure IV.3 Analysis of a company’s standardization potential
Source: adapted from Kreutzer (1988). Reproduced with kind permission from Emerald Group Publishing Ltd; www.emeraldinsight.com.
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Table IV.1 Main factors favouring standardization versus adaptation
Source: Essentials of Global Marketing, FT/Prentice Hall (Hollensen, S. 2008) p. 299, Table 1, Copyright © Pearson Education Limited.
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Source: Brian Ach/Getty Images.
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Source: Brian Ach/Getty Images.
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 14.1 The three levels of a product
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 14.3 The product life cycle and time to market
Source: Marketing Management: A relationship approach, 2nd ed., Financial Times/Prentice Hall (Hollensen, S. 2010) Figure 11.7, Copyright © Pearson Education Limited.
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 14.4 The product life cycle and its strategic marketing implications
Source: Marketing Management: A relationship approach, 2nd ed., Financial Times/Prentice Hall (Hollensen, S. 2010) Figure 11.7, Copyright © Pearson Education Limited.
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 14.6 Comparison of product life cycles (PLCs) for product forms (TLCs – here operating systems for smartphones) and single product models, like iPhone, Samsung galaxy and Huawei
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 14.8 International product life cycle (IPLC) curves
Source: Onkvisit and Shaw (1993, p. 483).
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 14.9 Product life cycles (PLCs) of different countries for a specific product
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 14.13 Different degrees of product newness
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