Chapter 16: Global Marketing and Consumer Behaviour

1. Chapter 16:Global Marketing and Consumer Behaviour Unit 16-1: Marketing Around the World

2. Finding new uses for existing products and/or services; creating new products; increasing demand by local consumers or determining consumer needs abroad is essential for the survival of all businesses.

3. Marketing involves the creation and maintenance of satisfying exchange relationships between businesses and their customers. This includes: • Shipping • Packaging • Pricing • Advertising • Selling • Customers can be “consumer markets” which are individuals or households and “organizational markets” which are business entities who may be end users or processors of those materials.

5. Businesses have been able to find new markets in foreign markets due to several current trends in the global economy: • Expanded Communications – internet, faxes, video conferencing • Technology – improved production systems; better means of distribution; greater infrastructure • Changing Political Systems – new cooperation among potential trading partners and blocs • Increased Competition – businesses looking for international markets must be more creative and efficient • Changing Demographics – more affluence among many other factors are changing the international market place

6. THE MARKETING PROCESS Identify Business Opportunities

7. Chapter 16: Global Marketing and Consumer Behaviour Unit 16-2: The Marketing Mix and The Marketing Plan

8. Marketing in a domestic environment is difficult enough; compound that with the potential impact of cultural differences when marketing products in the international marketplace, and business can become particularly challenging. While marketing domestically or internationally, several questions must be asked: • What will be sold? • How much will be charged for the product or service? • How will the item get to the consumer? • How will consumers become informed about the product/service? • The way these questions are answered for businesses forms their particular “marketing mix”.

10. THE PARTS OF THE MARKETING PLAN (enhancement of the Marketing Mix)

11. Chapter 16: Global Marketing and Consumer Behaviour Unit 16-3: Planning Global Marketing Activities

12. As businesses consider international markets in foreign countries, there is the need to carefully consider how the strategies of their marketing plan may be impacted by cultural differences. As you now know, language will affect instructions and labelling; currency exchange will impact pricing strategies; certain products will have to be altered to appeal to different tastes; advertising will have to be different depending on differing religions and customs; in fact all business activities will have to be re-assessed due to four elements of the marketing environment, which are geography, economic conditions, social and cultural influences, and political and legal factors.

14. Marketers use consumer buying factors to divide customers into smaller groups or subsets called “market segments”. The market segment is the distinct subgroup within a potential market that may be identified by ages; genders; ethnicity; income levels; religious beliefs; geographic location; nature of their jobs or any other distinguishing characteristics.

15. All successful companies and businesses have or are in the process of examining their marketing mix and developing a marketing plan to take advantage of opportunities by identifying potential target markets in foreign countries. This is an opportunity if managed effectively will create future revenue and profits as demand for their products and services increases in the global economy.