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Chapter 18 New Directions and Challenges

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

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Chapter 18 New Directions and Challenges

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  1. Chapter 18 New Directions and Challenges

  2. International Drivers—A Marketer’sExternal Environment • Demographics • Culture • Natural resources

  3. 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

  4. International Drivers—A Marketer’sExternal Environment • Top 10 most globalized countries • Hong Kong • Singapore • Switzerland • Sweden • Hungary

  5. 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 ________________

  6. 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:

  7. 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

  8. International Drivers—A Marketer’sExternal Environment • Natural resources • Concern about our natural resources and sustainability has led to the following predictions:

  9. 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

  10. 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

  11. 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

  12. The Marketer of the Future—Strategic Efforts • Balancing global and local expectations

  13. The Marketer of the Future—Strategic Efforts • Collaborative partnerships

  14. 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

  15. 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

  16. The Marketer of the Future—Strategic Efforts • Marketers and consumers connect via:

  17. The Marketer of the Future—Strategic Efforts • Technology-based marketing research

  18. The Marketer of the Future—Strategic Efforts

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