chapter 18 new directions and challenges
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Chapter 18 New Directions and Challenges. International Drivers—A Marketer’s External Environment. Demographics Culture Natural resources. International Drivers—A Marketer’s External Environment. Demographics Demographic divide : It is widening - PowerPoint PPT PresentationTRANSCRIPT
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 18New Directions and Challenges
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
International Drivers—A Marketer’sExternal Environment
• Demographics• • Culture• • Natural resources•
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
International Drivers—A Marketer’sExternal Environment
• Demographics• Demographic divide:
• It is widening• The world’s population is expected to rise to
_______________• _______________ are also affected by changes
in life expectancy
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
International Drivers—A Marketer’sExternal Environment
• Top 10 most globalized countries• Hong Kong• • Singapore• • Switzerland• • Sweden• • Hungary•
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
International Drivers—A Marketer’sExternal Environment
• Technological development• New routes between and among countries
and consumers that were basically impassable have been opened, creating a ________________
• • •
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
International Drivers—A Marketer’sExternal Environment
• Culture• Highly similar with respect to macro issues
such as:• • • •
• Cultural clashes are expected at the micro level
• Cocooning:
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
International Drivers—A Marketer’sExternal Environment
• Economic development• The economic crisis that began in 2008
rocked the world dramatically!• Economic stimuli put into play by any one
nation rapidly affects other countries and triggers responses
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
International Drivers—A Marketer’sExternal Environment• Natural resources• Concern about our natural resources and
sustainability has led to the following predictions:• • • •
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
International Drivers—A Marketer’sExternal Environment
• Political and legal• Globalization of markets has taken place
against a backdrop of political instability• Terrorism, the root causes being
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
International Drivers—A Marketer’sExternal Environment
• Corruption is a
• Future business leaders expect laws to guide their actions rather than utilizing a moral compass to determine right and wrong in decision making
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The Marketer of the Future—Strategic Efforts
• Balancing global and local expectations• Innovation• Collaborative partnerships• Connecting with the world’s customers• Technology-based marketing research
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Marketer of the Future—Strategic Efforts
• Balancing global and local expectations•
•
•
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Marketer of the Future—Strategic Efforts
• Collaborative partnerships•
•
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Marketer of the Future—Strategic Efforts
• Metanational innovators:
• Such partnerships result in companies becoming subsidiaries of major multinational companies
• Other companies look for new market-entry opportunities by allowing their stocks to be bought and sold publicly
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Marketer of the Future—Strategic Efforts
• Connecting with the world’s customers• Companies had one-way communications with
the customer—via ___________________• Curative international marketing –
• Interactive digital media changed the landscape of a marketer’s world
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Marketer of the Future—Strategic Efforts
• Marketers and consumers connect via:•
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© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Marketer of the Future—Strategic Efforts
• Technology-based marketing research•
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•
•
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Marketer of the Future—Strategic Efforts
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