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Chapter 9

Chapter 9. 1. The political and economic changes affecting global marketing. 2. The connection between the economic level of a country and the marketing task. 3. Marketing’s contribution to the growth and development of a country’s economy. Chapter Learning Objectives.

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Chapter 9

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  1. Chapter 9 1. The political and economic changes affecting global marketing. 2. The connection between the economic level of a country and the marketing task 3. Marketing’s contribution to the growth and development of a country’s economy

  2. Chapter Learning Objectives 4. The growth of developing markets and their importance to regional trade 5. The political and economic factors that affect stability of regional market groups 6. The NIC growth factors and their role in economic development

  3. Introduction • Not many years ago, many countries were hostile toward foreign investment and imposed severe regulatory barriers to foreign trade • China, South Korea, Poland, Argentina, Brazil, ­Mexico, and India are some of the countries undergoing impressive changes in their economies and emerging as vast markets.

  4. Marketing and Economic Development • The economic level of a country is the single most important environmental element to which the foreign marketer must adjust the marketing task • The stage of economic growth within a country affects the attitudes toward foreign business activity, the demand for goods, the distribution systems found within a country, and the entire marketing process

  5. The stages are as follows: Stage 1: The traditional society Stage 2: The preconditions for take-off Stage 3: The take-off Stage 4: The drive to maturity Stage 5: The age of high mass consumption Stages of Economic Development • Walt Rostow classified countries by different stages of economic development

  6. Stages of Economic Development: United Nations Classification Scheme • United Nations classifies a country’s stage of economic development based on its level of industrialization into three categories: • MDCs (more-developed countries), e.g., Canada, England, France, Germany, Japan, and the United States. • (2) LDCs (less-developed countries), e.g., countries in Asia and Latin America • (3) LLDCs (least-developed countries), e.g., countries in Central Africa

  7. NIC Growth Factors • Countries that are experiencing rapid economic expansion and industrialization and do not exactly fit as LDCs or MDCs are more typically referred to as newly industrialized countries (NICs), e.g., Chile, Brazil, Mexico, South Korea, Singapore, and Taiwan • Some factors that contributed to economic growth of NICs are: • Political stability in policies affecting their development • Economic and legal reforms • Entrepreneurship • Planning • Outward orientation • Factors of production • Privatization of state-owned enterprises (SOEs)

  8. In addition to the growth factors previously discussed, a country’s investment in information technology (IT) is an important key to economic growth. The cellular phone, the Internet, and other advances in IT open opportunities for emerging economies to catch up with richer ones. The Internet allows for innovative services at a relatively inexpensive cost. Information Technology, the Internet, and Economic Development

  9. Infrastructure and Development • One indicator of economic development is the extent of social overhead capital, or infrastructure, within the economy. • Included in a country’s infrastructure are paved roads, railroads, seaports, communications networks, and energy supplies—all necessary to support production and marketing • Countries begin to lose economic development ground when their infrastructure cannot support an expanding population and economy

  10. Marketing in a Developing Country • A marketer cannot superimpose a sophisticated marketing strategy on an underdeveloped economy • As countries develop, the distribution and channel systems develop and mom-and-pop stores give way to larger establishments • Advertising agencies, facilities for marketing research, repair services all different

  11. Big emerging markets share a number of important traits as follows: Are all physically large Have significant populations Represent considerable markets for a wide range of products Have strong rates of growth or the potential for significant growth Will engender further expansion in neighboring markets as they grow Developing Countries and Big Emerging Markets

  12. As a country develops, incomes change, population concentrations shift, expectations for a better life adjust to higher standards, new infrastructures evolve, and social capital investments are made Market behavior changes and eventually groups of consumers with common tastes and needs (i.e., market segments) arise This means that knowledge of stage of market development is important in helping to develop marketing strategies that are tailored to the level of economic development Strategic Implications for Marketing

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