文档介绍：international marketing mix (4Ps)
Chapter 6
Product Decision
and its 5 features
Definition:
★A product is anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need.
Eg: A romantic perfume, a National Day vacation tour, ——all these are product.
★Five features
John Fayerweather suggested 5 important features that are relevant to global marketing product decision, including
primary functional purpose,
secondary purpose
Durability(耐久性) and quality
method of operation
maintenance
1) primary function is that a product is firstly designed to have.
Eg: For a high-developed social level, the primary function of a cell phone is municate.
For a less developed social level, a mobile phone is not only munication tool but also a symbol of higher social position.
2)Thus, the product has a secondary function: a symbol of social position.
Dior cell phone
3) Durability and quality are very important part to be considered.
4) the fourth characteristic is method of operation. This indicates that a product should be designed according to the conditions of its target market. For example, in the UK and Australia, drivers is on the right, while in China, drivers sight on the left. An automobile marketer must take this into consideration when doing product design.