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Global E-commerce/Cultural Marketing: Issues, Concerns, & Solutions

Global E-commerce/Cultural Marketing: Issues, Concerns, & Solutions. Myriam Lallemand 10/28/2002. Outline. What is E-commerce? The Need for Globalization Knowing the Culture of Various Markets Issues Concerns Solutions. What is E-commerce?.

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Global E-commerce/Cultural Marketing: Issues, Concerns, & Solutions

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  1. Global E-commerce/Cultural Marketing: Issues, Concerns, & Solutions Myriam Lallemand 10/28/2002

  2. Outline • What is E-commerce? • The Need for Globalization • Knowing the Culture of Various Markets • Issues • Concerns • Solutions

  3. What is E-commerce? • E-commerce is defined as the conduct of business and financial transactions by Electronic means • It is the use of Internet technologies to bring together customers, business partners, suppliers and employees • Some of the key attributes of E-commerce include speed, accessibility, globalization and information access

  4. The Need for Globalization • Global E-commerce revenue is forecasted to grow from $380 billions to $1.2 trillions by year 2003 (Coopers & Lybrand, eStats) • E-commerce outside the US market will grow from 14% to 42% by 2003 (International Data Corporation) • Non-English speaking users will constitute 70% of internet consumers by year 2004 (International Data Corporation) • Latin American E-commerce market is expected to reach $8.3 billion by 2005 (Jupiter Communications) • International consumers exhibit high levels of product loyalty

  5. World E-commerce Northern European countries have been quicker to embrace technology and E-commerce than Southern Europe countries. Asia has produced varying results among different countries.

  6. Online Language Populations

  7. Multicultural Strategies • Consistent yet Flexible Business (e.g. Selling the same product differently) • Geographic Codes vs. Zip Codes (Allowing for more spaces in a field) • Spending Practices (Perceptions of credit card use in other countries) • “Good Fit”

  8. Cultural Issues • Language Barriers • Perception of Symbols & Gestures • Colors • Applicable Services

  9. Technology Infrastructure • High Cost of Internet Access • Bandwidth • Availability and Reliability (Telephone lines in rural parts of countries) • Governance and Standards (The rules for Internet practices in the US may not apply to other countries)

  10. Policies • Security of Online Transactions • Taxation & Tariffs • Privacy • Legal • Monetary Systems • (Consider currency exchange rates)

  11. Physical Infrastructure • Customs (Consider cost and other factors related to getting products into a country; Corruption) • Distribution Channels (Mail & Local vendors) • Supply Chain Management (Availability of your product)

  12. Solutions • Multicultural Business Practices • Create Local Partnerships • Avoid Offensive Symbols • Good Customer support • Good Application support

  13. Solutions • Respect Timely Delivery of Goods • Avoid Overcharging Customers • “Where Are you located?” Homepages

  14. Thank You for your Attention I hope you found this presentation informative

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