Page 183 - GLOBAL STRATEGIC MARKETING

Doole and Lowe (2008) suggest three essential aspects of the product
offer that should be considered by marketers in order to meet consumer

needs and wants:

• Product benefits: The elements that consumers perceive as meeting
their needs and providing satisfaction through performance and

image

• Product attributes: The elements most closely associated with the
core product, such as features, specifications, styling, branding and

packaging

• Marketing support services: The additional elements to the core
product that contribute to providing satisfaction, and include delivery,

after-sales service and guarantees.

7.5.1 The three elements of the product or service

According to Doole and Lowe (2008) international companies have to

evaluate the product in terms of what benefits the consumer might expect
to gain and how the value of the offer will be perceived by consumers by

answering the following six questions for each market:

• What is the purpose of the product, and would the product be used
for the same purpose in that country?

• What distinctive properties does the product have?

• What benefit is the consumer expected to gain?

• How is the product positioned, and what image do consumers
perceive it to have?

• Which consumer segments are expected to buy it, on what occasions
and for what purposes?

• How does the product fit into the total market?

International companies should also assess the suitability of the existing
products for international markets. For example, consumers in overseas

markets expect to have clear instructions on the use and purpose of the
product, so international companies must translate the language used on