1 / 18

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

penny
Télécharger la présentation

Chapter 18 New Directions and Challenges

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related