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In creating an acceptable product offer for international markets it is necessary to
examine first what contributes to the ‘total’ product offer. Kotler (1997) suggests five
levels of the product offer that should be considered by marketers in order to make the
product attractive to international markets.
We include not just the core physical properties, but also additional elements such
as packaging, branding and after-sales service that make up the total package for the
purchaser.
We can also see from Figure 11.1 that it is much easier to standardize the core product
benefits (functional features, performance, etc.) than it is to standardize the support
services, which often have to be tailored to the business culture and sometimes to
individual customers, i.e. personalization (Vesanen, 2007).
In creating an acceptable product offer for international markets it is necessary to
examine first what contributes to the ‘total’ product offer. Kotler (1997) suggests five
levels of the product offer that should be considered by marketers in order to make the
product attractive to international markets.
We include not just the core physical properties, but also additional elements such
as packaging, branding and after-sales service that make up the total package for the
purchaser.
We can also see from Figure 11.1 that it is much easier to standardize the core product
benefits (functional features, performance, etc.) than it is to standardize the support
services, which often have to be tailored to the business culture and sometimes to
individual customers, i.e. personalization (Vesanen, 2007).
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