Chapter 18 new directions and challenges
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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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Chapter 18 new directions and challenges

Chapter 18

New Directions and Challenges


International drivers a marketer s external environment

International Drivers—A Marketer’sExternal Environment

  • Demographics

  • Culture

  • Natural resources


International drivers a marketer s external environment1

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


International drivers a marketer s external environment2

International Drivers—A Marketer’sExternal Environment

  • Top 10 most globalized countries

    • Hong Kong

    • Singapore

    • Switzerland

    • Sweden

    • Hungary


International drivers a marketer s external environment3

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 ________________


International drivers a marketer s external environment4

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:


International drivers a marketer s external environment5

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


International drivers a marketer s external environment6

International Drivers—A Marketer’sExternal Environment

  • Natural resources

    • Concern about our natural resources and sustainability has led to the following predictions:


International drivers a marketer s external environment7

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


International drivers a marketer s external environment8

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


The marketer of the future strategic efforts

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


The marketer of the future strategic efforts1

The Marketer of the Future—Strategic Efforts

  • Balancing global and local expectations


The marketer of the future strategic efforts2

The Marketer of the Future—Strategic Efforts

  • Collaborative partnerships


The marketer of the future strategic efforts3

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


The marketer of the future strategic efforts4

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


The marketer of the future strategic efforts5

The Marketer of the Future—Strategic Efforts

  • Marketers and consumers connect via:


The marketer of the future strategic efforts6

The Marketer of the Future—Strategic Efforts

  • Technology-based marketing research


The marketer of the future strategic efforts7

The Marketer of the Future—Strategic Efforts


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