International Marketing Exam Three

CH. 13-

Diffusion (of innovations)

the adoption or spread of products across markets by increasing numbers of consumers

Global brand

the worldwide use of a name, term, sign, symbol (visual for auditory), design, or a combination thereof to identify goods or services of a seller and to differentiate them from those of competitors

Green marketing

consideration and concern for the environmental consequences of product formulation, marketing, manufacturing, and packaging

innovation

an idea perceived as new by a group of people; when applied to a product, an innovation may be something completely new or something that is perceived as new in a given country or culture

Product component model

a tool for characterizing how a product may be adapted to a new market by separating the product’s many dimensions into three components: support services, packaging, and core components

product homologation

a term used to describe changes in a product that are mandated by local standards for product and service quality

quality

the essential character of something, such as good or service; defined in two dimensions: market-perceived quality and performance quality. Consumer perception of a product’s quality often has more to do with market-perceived quality than performance quality