国际营销管理ch12.pptVIP

* Chapter 12 * 3. Product Piracy Options against Product Piracy Lobbying Activities To toughen legislation and enforcement of existing laws in the foreign market. To lobby the home government to impose sanctions against countries that tolerate product piracy. To lobby their home government to negotiate for better trademark protection in international treaties. 3. Product Piracy Legal Action Customs Firms can ask customs for assistance to seize infringing侵犯goods. Product Policy Options To put holograms (激光制作的三维)全息图 on the product To make it more difficult for copycats to reuse the package To launch new models at a similar price as the fake products Chapter 12 * 3. Product Piracy Distribution To change the distribution strategy When launching Windows XP in China, Microsoft struck a deal with four of China’s leading PC makers to bundle the operating system into their computers. Cut prices Communication Options To launch educational campaigns against piracy Chapter 12 * 4. Country-of-Origin (COO) Effects Country-of-Origin (COO) Influences For many products, the “made in” label matters a great deal to consumers. Chapter 12 * Quality Image of Products Made in Various Countries Chapter 12 * 4. Country-of-Origin (COO) Effects Key research findings of COO effects: COO effects change over time. Japanese-made cars In general, consumers prefer domestic products over imports. The number 1 selling car is Renault in France, Toyota in Japan, Volkswagen in Germany, and Fiat in Italy. Both the country of design and the country of manufacturing/assembly play a role in consumer attraction. COO influences are greater among elderly, less educated and politically conservative. Chapter 12 * 4. Country-of-Origin (COO) Effects Cultural orientations play a role. Individualists (United States) evaluated the home country product more favorably only when it was superior to the competition. Collectivists (Japan) rated the home country product higher regardless of product superiori