第十一章国际市场产品策略ProductStrategiesforInternationalMarkets六.国际新产品开发策略P214--221DevelopmentStrategiesforInternationalNewProduct（一）意义SignificanceSinceconsumers’requirementsfrominternationalmarketsaredifferentandchangingcontinuously,andalsoproductshavetheirlifecyclesandfinallyout,wehavetocreateanddevelopnewproductsintothemarketsforoursurvivals&developments.第十一章国际市场产品策略ProductStrategiesforInternationalMarketsLet’sstudyacaseaboutroughcompetitionbetweenNokiaandApplemobilephones.Watchthevideocarefullyandtrytounderstandwhatthestorywantstotellus.QuestionsinClass2+11.Arethenewtechnologyandnewproductdevelopmentnecessaryforanenterprise?2.Whatproductsdoyourhaveinyourcompany?Arethoseproductspopularandcompetitiveintheinternationalmarkets?3.Areyougoingtodevelopnewproductsorselectotherproductsasyourmainselling?第十一章国际市场产品策略ProductStrategiesforInternationalMarkets（二）新产品创意的来源SourceofOriginalityforNewProduct1.consumers,endusers;2.companystaffssuchasengineersinR&Ddept.,salesmen,productmanagers,advertisingpersons;3.distributors,middlemen;4.competitors,sametradersoroccupants;5.government6.traditionalproducts,oldproducts7.othersources,asmagazine,association,lab,unvst.第十一章国际市场产品策略ProductStrategiesforInternationalMarketsSimpleQuestion:Inyourcompanywhomdoyouthinkisyourmostdirectoriginalitysourceforproductdevelopment？第十一章国际市场产品策略ProductStrategiesforInternationalMarkets七.国际品牌策略P222--225InternationalBrandStrategiesDefinitionandItsDifferencewithTradeMark1.Aproduct’sbrandiscomposedwithitsbrandnameandbrandlogo,usedtodifferitsproductsorservicesfromotherenterprises.SeeP2232.Anybrandisnotprotectedbythelaw,onlyifitisregisteredasaspecialrightitwillbeprotectedbythelaw.Andnowitiscalledtrademark.第十一章国际市场产品策略ProductStrategiesforInternationalMarkets七.国际品牌策略P222—225InternationalBrandStrategiesOftenusedbrandstrategiesinrealityforinternationalmarketingactivities.现实中常用品牌策略1.Unifiedbrand:single...
