Curs Master 10

8/10/2019 Curs Master 10

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Slide 9.1

Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005

Chapter 9Product policy 1:

Physical, service and symbolic attributes

Marketing

AcrossCultures


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Slide 9.2


Product policy: adapt or standardize

Levitts (1983) thesis on the globalization of markets

Standardize as much as feasible a lot can be done

Customize when needed around a standard core product Coca Cola or McDonald's

In global industries (more standardization opportunities),firms which standardize show superior performance

Within an industry (similar world markets & opportunities),firms which customize perform better (Samiee & Roth, 1992)

A down-to-earth approach based on product attributes


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Slide 9.3


Standardization: Product element

78% product quality

72% brand name

71% image

67% performance

54% size & colour 52% packaging & style

48% design & features

45% pre-sales service

43% after sales

service & warrantees

42% delivery & install


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Slide 9.4


Physical

Attribute

ServiceAttributes

Symbolic

Attributes

Levels of product attributes

A car :

Steel+plastics+length+weight, etc.

Number of persons, gas mileage, levelof comfort

Luxury, economy, dynamism, sporty,

A Perfume :

Physical base: scents based onflowers, fruits, woods, spices, animals

scents Deodorize, cover odours, etc.

Feminine/Masculine, Old/young, etc.

Service

Attributes

Physical

Attributes


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Slide 9.5


Product attributes Physical attributes (size, weight, colour, etc.)

The greatest potential for economies of scale

Service attributes are difficult to standardize:

Delivery differs widely Performed in direct relation to local customers

More dependent on culture

Symbolic attributes (interpretive attributes, brand, origin) Ambiguous: consumers have confused attitudes

A liking for domestic goods based on nationalism A penchant and even fascination for foreign cultures and goods

National identity symbols intermingle with symbols of exoticism


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Slide 9.6


Table 9.1 Factors influencing adaptation or standardization of product attributes


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Slide 9.8


Service Attributes

Elements

Repair & maintenance

Installation Instructions

Waiting time

Guarantees

Spare parts availability

Return of goods

Environmental factors

Technical expertise

Labour costs Literacy

Climate

Remoteness

Performance


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Slide 9.9


Service attributes

Difficult to standardize

Differences in delivery

Limited potential for pure economies of scale Some potential for economies related to learning

international transfer of knowledge is a key issue

Delivery processes vary cross-culturally

Level of performance Style of personnel in contact and attitudes in customer

interactions

Culture and waiting time: pre-, in- and post-process


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Slide 9.10


What does 99% quality mean?

How many hours of safe drinking water permonth? 7 of 720 hours...

How many unsafe plane landings per month?

How many babies dropped at birth per year?

How many cheques taken from the wrongaccounts every hour?

How many parts missing from every new car?

How many times your heart fails to beat eachyear? 32,000 times...


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Slide 9.11


Service QualityExpected

servicePerceived

service

Image

Technical

Quality

Functional

Quality

What is done How it is done

Gronrooss Service Quality Model


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Slide 9.12


Dimensions of Service Quality

Tangibles Physical appearance of business, personnel, andsales literature.

Reliability Performing the promised service dependably andaccurately over time.

Responsive-

ness

The willingness to help customers and provide

needed services promptly. Resolving problemsquickly and answering questions intelligently andhonestly; keeping commitments.

Assurance Service employees use knowledge and courtesy toconvey sense of trust and confidence; treat

customers with respect.

Empathy Service employees convey to customers that thecustomers are important; that they care about thecustomers' problems.

Adapted from Zeithaml, Parasuraman, and Berry (1990), Delivering Quality Service: Balancing

Customer Perceptions and Expectations.


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Slide 9.13


Cultural dimensions and automated

service

High Being High Doing

Affectivity Strong preference

for personnel in

contact

Like the machine but

would like personnel

also

Neutrality Do not like themachine but do not

like people either

Strongest preferencefor purely automated

service


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Slide 9.14


Categories of symbolic attributes

Symbolic associations related to physical attributes colour of a product, its shape,...

Meanings related to the brand name product/corporate

Connotative meaning of product-design and aesthetics Functional? Easy-to-use? Modern? Luxurious?

Consumer perceptions of product origin if they are searching for this information,

it is available, and they take origins into account

manufacturing origin (made-in)

country of design

country suggested by the brand name


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Slide 9.15


Source: Copeland and Griggs, 1986, p. 63

Symbolism: In every culture, things,

numbers, even smells have meanings Black is not universal for mourning

in many Asian countries it is white

Brazil it is purple

Mexico yellow

Ivory Coast dark red

Red suggests good fortune in China

Death in Turkey

Blue is the most masculine in USA

Red is in the United Kingdom or France

Pink is the most feminine in USA Yellow is more feminine in many other

parts of the world

A candy wrapped in blue or green is

probably a mint in the USA

In Africa it would be wrapped in red,

our colour for cinnamon...

Lemon scent suggests freshness in

the USA

it is associated with illness in the

Philippines

4 in Japan is like our 13 West

7 is unlucky in Ghana, Kenya and

Singapore.

An owl is bad luck in India, like our

black cat.

In Japan a fox is associated with

witches.

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