Global Marketing

1. Product

1.1. Is a good, service, or idea with tangible and intangible attributes that create value

1.1.1. Tangible attributes can be assessed in physical terms, such as weight, dimensions, or materials

1.1.2. Intangible attributes includes status from ownership, service commitment, brand reputation/mystique

1.2. Can be categorized in terms of their life span (durable, nondurable, and disposable)

2. Buyer orientation

2.1. Composite of customer effort, purchase risk, and involvement

2.2. Categories: Convenience, preference, shopping, specialty goods.

3. Warranty

3.1. Express: Written guarantee ensuring product performance or providing recourse

4. Packing

4.1. Consumer Packaged Goods (CPG): Products with packaging for protection during shipping, retail, and consumption

4.2. Eco-Packaging: Focus on recycling, biodegradability, sustainable forestry in package design.

4.3. Hand in hand with labeling communicate and influence consumer purchase decisions

4.3.1. Example: Coca-Cola’s iconic contour bottle since 1916 for brand differentiation.

5. Labeling

5.1. Communicate and influence consumer purchase decisions

5.2. Provide consumer information

5.3. Must comply with local regulations

6. Aesthetics

6.1. Such as the degree of complexity found on a label, are perceived differently in different parts of the world

6.2. Standard colors sometimes usable worldwide (e.g., Caterpillar yellow) but may differ due to cultural color meanings.

7. Alphabet (known as Google)

7.1. It´s mission is connecting people with technology

7.2. Product portfolio: Google+, Google Play, Google Wallet, Google Chrome, Chromecast, YouTube

7.3. Google Fiber: Offering high-speed 1 Gbps Internet in American cities

7.4. Google Analytics: Source of big data

7.5. Google AdWords: Platform for advertisers to bid for preferred web placement

7.6. R&D investment: $10 billion annually

7.7. X (formerly Google X): Semi-secret research division focused on “moonshot” tech projects that represent leading-edge technology leaps

7.8. ATAP (Advanced Technology and Projects): Research group focused on mobile applications

7.9. Innovations under development: Self-driving cars, Wing delivery drones, wearable tech

8. Brands

8.1. Represent a company’s promise and quality certification

8.2. Help consumers organize shopping and easily find products