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Chapter 18New Directions and Challenges

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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

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International Drivers—A Marketer’sExternal Environment

• Top 10 most globalized countries• Hong Kong• • Singapore• • Switzerland• • Sweden• • Hungary•

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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 ________________

• • •

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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:

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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

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International Drivers—A Marketer’sExternal Environment• Natural resources• Concern about our natural resources and

sustainability has led to the following predictions:• • • •

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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

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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:•

•

•

•

•

© 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•

•

•

•

© 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

•

•

•

•