tài liệu Marketing Quốc Tế chương 20

tài liệu Marketing Quốc Tế

The Future

Chapter 20

The International Marketing

Environment

• Conditions of Change

– Change is increasing in speed as real-time access

to information and knowledge about suppliers, customers, competitors and markets grows.

– Change is universal- political, financial,societal, and technological.

Planned versus Market

Economies

• Central European opportunities

– Export controls have been reduced.

– Demand for consumer products is high.

– High demand for foreign direct investment.

• Problems to be overcome

– Lack knowledge about the rules and practices of market economies and marketing.

– Lack of protection from corruption and respect for property rights and contractual agreements.

– Outside investment will occur selectively.

– Fear of outsiders will slow economic recovery.

– Liquidity shortages will continue to impede trade

The International Financial

Environment

• International debt and low commodity prices will slow

growth in LDCs

• Developed nations have strong market and security

incentives to help developing areas

• The U.S dollar will continue as the predominant

international currency

• The market system of floating currency exchange rates for rather than government actions will determine currency valuations

• Shocks in one financial market will rapidly impact other

markets

Population Patterns

• The rate of growth will put more emphasis on

population stabilization within governmental policies.

• Population balance along with age could create

manpower shortages that will impact a country’s ability to develop.

• The expectation-reality gap will continue to plague

LDCs.

The Technological Environment

• Communications in all forms will

– Become increasingly important as information management becomes as important as the information.

– New information and data analysis technologies will have major impact on business relationships.

• The exponential growth in technology will

– Be a volatile area of economic activity.

– Create the need for strategic alliances to share the enormous cost of new technology.

The Trade Framework

• Can the WTO resolve new

trade challenges?

• Multilateral trade

negotiations are essential

and will grow in

importance.

• Regional trading blocs will

get stronger

• New participants will

restructure the composition

of trade.

• Restructuring of existing

economic sectors will

occur, particularly, for

agricultural cash crops and

industrial products.

Governmental Policy

• Government management of trade is increasing.

• Governments will try to coordinate policies affecting

the international marketing environment.

• Governments will make domestic policy in light of

international trade issues.

• Governmental-corporate collaboration will become

a part of policy development.

The Future of International Marketing Management

• International markets

– source of high profits – cushion slack in domestic markets – impacted heavily by terrorist attacks of September 11, 2001

• Common sense for a new global age as emerged

characterized by – vulnerability – outrage

– collaboration – politics

– connection

International Planning and Research

• Customer focus will remain the major factor in marketing

• Trade portfolios are being developed to limit dependency

and develop markets to balance risk, exposure and a fallback plan

• The divergent needs of foreign customers will create

market niches for international firms to exploit

• Marketers will increasingly encounter high demands for

social responsibility as they attempt to balance the results

of their market activities

• More emphasis will be placed on corporate reputation

management

International Product Policy

• Product planning for international markets

– Will be impacted by concerns for the natural environment

– With the worldwide introduction of products shorten product life cycles may result

– Will deliver more mass customization

– Will cause comparative advantages in production technology to flow to low-cost countries

– Create more strategic alliances for product development, sourcing, and production

– Require customer product bundles to meet mass customization requirements

International Communications

• Advances in communications will increase the use and dependence on by firms of real-time

communications

• Communication networks allow firms to become

“virtual,” with no requirements for fixed locations from which to conduct operations

• Data, information,and knowledge sharing be transferred faster and become more concentrated

Distribution and Logistics Strategies

• Innovative approaches will shift traditional distribution channels to new globally networked channels.

• The internet will continue to supply avenues for

alternative approaches to order entry, just-in-time (JIT) inventory, lean manufacturing practices and distribution control systems.

• Firm and product security will continue to be a major focus, developing job opportunities along the way.

International Pricing

• Commodity pricing, forward pricing and price

competition will increase with minimal price differences becoming crucial in making international sales.

• Government management of trade will influence

pricing.

• International marketers will

continue to attempt to differentiate themselves on a non-price basis.

Careers in International Marketing

• Careers in international marketing require:

– knowledge and expertise – being well versed in specific business functions – language capabilities

– understanding of different peoples and cultures

• International experience will be crucial for career

advancement and executive success

• Graduating from business schools or universities abroad the specialize in international business

Employment Opportunities

• Employment with large firms

– Specialized knowledge in languages

– Employees firmly grounded in the practice and management of business

• Employment with small- or medium-sized firms

– Have a recently developed international outlook

– Newly hired employees get in on the “ground floor.”

• Self-employment

– Become a consultant or establish a trading firm

• Opportunities for women

– May have advantages in the overseas management positions