GMS 522 Chapter Notes - Chapter 8: Mass Customization, Root Mean Square, Rolex
21 Jan 2018
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Document Summary
Product de ned: a complex combination of tangible and intangible elements that distinguishes it (the product) from the other entities in the marketplace. In international markets some product modi cation is usually necessary: options available to the rm depend on whether customer segments are homogeneous or heterogeneous. If heterogeneous then a different product for each region (multi-domestic) or add country-speci c product features on a common global platform (mass customization) Localization: changes requires for the to function in the speci c foreign country. Telephone jacks in na, eastern europe and africa are different. Localization avoids having potential customers reject the product out of hand. In many products, localization is accomplished by building compatibility with multiple systems at the outset. Adaptation: changes are made to the product in order to better match consumer tastes and preferences. Adaptation provides consumers with a reason to purchase the foreign product over the domestic.
