Transcript INTERNATIONAL MARKETING - Bar

INTERNATIONAL
MARKETING
TOWARDS THE MIILLENIUM
SOME POINTS TO CONSIDER
• CONVERGENCE OF CONSUMER
TASTES
• DEMOGRAPHICS
GREYING OF EUROPE AND NORTH
AMERICA
CHANGING VALUES - PARENTS
AND CHILREN
• E-COMMERCE
• EMERGING MARKETS
CONVERGENCE OF
CONSUMER TASTES
REGIONAL TRADE FTAs: SHARE OF WORLD
TRADE (1994)
EU
EUROMED
NAFTA
MERCORSUR
FTAA
AFTA
AUS – NEW ZEAL
APEC
TOTAL
22.8
2.3
7.9
0.3
2.6
1.3
0.1
23.7
61.0
BRANDS AS GUARANTORS OF QUALITY
PERCENTAGE
AGREE
PERCENTAGE
DISAGREE
SPAIN
77
9
ITALY
74
19
E. GERMANY
66
23
FRANCE
58
20
W. GERMANY
55
28
UK
47
41
NETHERLANDS
43
37
Source: Frontiers (1991/92), Henley Centre/Research International
LIFESTYLE CATEGORIES
SURVIVAL
ESCAPE
SECURITY
STATUS
CONTROL
INDIVIDUALITY
SELFFULFILLMENT
GERMANY
11
5
46
11
16
10
2
ITALY
8
3
40
18
12
13
6
SPAIN
8
7
30
13
17
12
13
FRANCE
14
9
33
18
7
10
10
DENMARK
4
4
32
11
6
15
28
HOLLAND
7
11
44
19
6
4
9
UK
11
13
40
9
12
7
8

9
7
38
14
11
10
11
PARENT-STUDENT VALUES
Students
Values
Sense of
belonging
Fun and
enjoyment
Warm
relationships
Self-fulfillment
Parents
USA Germany Denmark
USA
Germany Denmark
2.1
20.6
6.1
7.0
38.2
24.2
14.9
6.9
23.0
2.3
0
3.3
8.5
14.5
12.2
11.6
3.6
9.9
27.7
13.7
10.1
9.3
8.2
2.2
Being
well-respected
Excitement
7.1
3.1
4.7
2.3
4.5
5.5
1.4
4.6
2.0
0
0
0
Sense of
accomplishment
11.3
5.3
8.1
9.3
8.2
15.4
Security
10.6
5.3
4.1
11.6
18.2
9.9
Self-respect
16.3
26.0
29.7
46.5
19.1
29.7
DEMOGRAPHICS
GLOBAL AGING
• IN 2000, FOR THE FIRST TIME IN
HISTORY, PEOPLE OVER 60 WILL
OUTNUMBER KIDS 14 OR YOUNGER
IN INDUSTRIAL COUNTRIES.
• THE POPULATION IN THE THIRD
WORLD - WHILE STILL
COMPARATIVELY YOUTHFUL - IS
AGING FASTER THAN THAT OF THE
REST OF THE WORLD.
GLOBAL AGING
• OVER THE NEXT 25 YEARS, THE
NUMBER OF PERSONS OF
PENSIONABLE AGE (65+) IN
INDUSTRIAL COUNTRIES WILL RISE
BY 70 MILLION, WHILE THE
WORKING-AGE POPULATION WILL
RISE BY ONLY 5 MILLION.
GLOBAL AGING
• THE COST OF SUPPORTING A
BURGEONING ELDERLY POPULATION
WILL PLACE ENORMOUS STRAINS
ON THE WORLD’S ECONOMY.
• INSTEAD OF MARKETS GROWING,
THEY WILL SHRINK.
GLOBAL AGING
• IN EUROPE, PUBLIC INDEBTEDNESS
WOULD HAVE TO RISE FROM UNDER
60% OF GDP TO NEARLY 110%.
• IN THE US, NATIONAL DEBT WOPULD
HAVE TO INCREASE FROM JUST
OVER 40% OF GDP TODAY TO 70% BY
THE MID-21st CENTURY.
EMERGING MARKETS
Market Market Market Market
Commercial Economic Market
OMOI
Size Growth Intensity Consumption Infrastructure Freedom Receptivity
Capacity
Country
Singapore
23
15
2
10
3
1
1
1
China
1
22
4
4
20
23
5
2
Hong
Kong
South
Korea
Israel
21
16
1
9
6
1
10
3
10
10
6
5
5
4
4
4
22
8
3
3
7
16
11
5
Thailand
9
6
16
13
17
6
2
6
Greece
17
19
4
na
1
8
16
7
DIFFUSION OF KEY TECHNOLOGIES
• EARLY MECHANIZATION (1770S - 1840s)
• STEAM POWER AND RAILWAY (1830s 1890s)
• ELECTRICAL AND HEAVY ENGINEERING
(1880s - 1940s)
• MASS PRODUCTION (1930s - 1990s)
• INFORMATION AND COMMUNICATION
(1980s - 2040s?)
E - COMMERCE
• BY 1995, OVER 50,000 COMPANIES
HAVE CONNECTED SERVERS AS
WEBSITES TO THE WWW.
• UP TO HALF THE WORLD’S
POPULATION COULD HAVE ACCESS
TO THE INTERNET BY 2005.
• EASIER ENTRY INTO NEW
MARKETS. BOUNDARIES BASED ON
GEOPOLITICAL CRITERIA WILL
DECLINE IN SIGNIFICANCE.