chapter 2 ntl mktg

Upload: firyal-yulda

Post on 03-Jun-2018

233 views

Category:

Documents


0 download

TRANSCRIPT

  • 8/12/2019 Chapter 2 Ntl Mktg

    1/22

    International Marketing

    Philip R. Cateora, Mary C. Gilly, and John L. Graham

  • 8/12/2019 Chapter 2 Ntl Mktg

    2/22

    3Introduction To understand a societys actions and its points

    of view, you need to appreciate: The influence of historical events The geographical uniqueness to which a culture

    has had to adapt Culture can be defined as society's accepted basis

    for responding to external and internal events To interpret a cultures behavior and attitudes, a

    marketer must have some idea of a countryshistory and geography

    Roy Philip 2

  • 8/12/2019 Chapter 2 Ntl Mktg

    3/22

    3History Perspectivein Global Business

    History helps define a nations mission How it perceives its neighbors How it perceives itself

    Its place in the world Insights into history are important for

    understanding current attitudes It is necessary to study culture as it is now as

    well as to understand culture as it was A countrys history

    3Roy Philip

  • 8/12/2019 Chapter 2 Ntl Mktg

    4/22

    3Geography and GlobalMarkets

    Geography an element of the uncontrollableenvironment that confronts every marketer

    Affects a societys culture and economy

    Physical makeup limits a nations ability to supplyits peoples needs

    4Roy Philip

  • 8/12/2019 Chapter 2 Ntl Mktg

    5/22

    3Geography, Natureand Economic Growth

    As countries prosper, natural barriers areovercome

    Environmental issues Disruption of ecosystems Relocation of people Inadequate hazardous waste management

    Industrial pollution

    5Roy Philip

  • 8/12/2019 Chapter 2 Ntl Mktg

    6/22

    3Social Responsibilityand Environmental Management

    Environmental protection is not an optional extra Pollution is on the verge of getting completely out of

    control China has 16 of the worlds 20 most polluted cities Critical issue: the disposal of hazardous waste Sustainable development

    6Roy Philip

  • 8/12/2019 Chapter 2 Ntl Mktg

    7/22

    3Demographic Factors: Dynamics ofGlobal Population Trends

    Global population trends determine todays demandfor goods

    Rural/urban population shifts Rates of growth Age levels Population control

    Changes in population will profoundly affect future

    demand The most important deterrent to population controlis cultural attitudes about the importance of largefamilies

    7Roy Philip

  • 8/12/2019 Chapter 2 Ntl Mktg

    8/22

    3ControllingPopulation Growth

    Procreation is one of the most culturallysensitive uncontrollable factors

    Perhaps the most important deterrent topopulation control is cultural attitudes about theimportance of large families

    Family planning and all that it entails is by farthe most universal means governments use to

    control birthrates, but some economists believethat a decline in the fertility rate is a function ofeconomic prosperity and will come only witheconomic development

    8Roy Philip

  • 8/12/2019 Chapter 2 Ntl Mktg

    9/22

    3Rural/Urban Migration

    Result of a desire for greater access to: Sources of education Health care

    Improved job opportunities

    9Roy Philip

  • 8/12/2019 Chapter 2 Ntl Mktg

    10/22

    3Top 10 Mega Cities by 2015City Country Population (millions)

    1. Tokyo Japan 26.4 2. Mumbai India 26.1 3. Lagos Nigeria 23.2

    4. Dhaka Bangladesh 21.1 5. Sao Paulo Brazil 20.4 6. Karachi Pakistan 19.2 7. Mexico City Mexico 19.2 8. New York USA 17.4 9. Jakarta Indonesia 17.3 10. Calcutta India 17.3

    Roy Philip 10

  • 8/12/2019 Chapter 2 Ntl Mktg

    11/22

    3Population Decline and Aging

    Population growth in many countries hasdropped below the rate necessary to maintainpresent levels

    A nation needs a fertility rate of about 2.1children per woman Not one major country has sufficient internal

    population growth to maintain itself

    11Roy Philip

  • 8/12/2019 Chapter 2 Ntl Mktg

    12/22

    3Top 10 Countries with the oldestpopulation (over 65 years)

    1. Monaco 6. Sweden 2. Japan 7. Spain 3. Germany 8. Austria 4. Italy 9. Bulgaria 5. Greece 10. Estonia

    Roy Philip 12

  • 8/12/2019 Chapter 2 Ntl Mktg

    13/22

    3Social/Demographic factors

    At the beginning of 2012, the size of the worldpopulation surpassed the sevenbillion milestone and the population aged

    below 30 accounted for more than half of theworld's population. The size of this young population continues to

    grow at a robust pace, particularly indeveloping economies where anunprecedented number of children are movinginto adolescence.

    13

    http://www.euromonitor.com/passport-population-and-homes-global/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-global/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-global/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-global/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-global/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-global/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-global/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-global/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-global/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-global/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-global/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-global/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-global/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-global/passport-subscription
  • 8/12/2019 Chapter 2 Ntl Mktg

    14/22

    3

    Emerging and developing economies,particularly in the Middle East and Africa, havea younger population than developedeconomies .

    At the beginning of 2012, 53.1% of thepopulation in emerging and developingeconomies was aged below 30 compared to35.6% in developed economies;

    Roy Philip 14

    http://www.euromonitor.com/passport-population-and-homes-middle-east-and-africa/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-middle-east-and-africa/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-middle-east-and-africa/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-middle-east-and-africa/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-middle-east-and-africa/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-middle-east-and-africa/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-middle-east-and-africa/passport-subscriptionhttp://www.euromonitor.com/passport-population-and-homes-middle-east-and-africa/passport-subscription
  • 8/12/2019 Chapter 2 Ntl Mktg

    15/22

    3

    In 2012, India and China had the youngestpopulation in terms of size with the number ofpeople aged below 30 at 704 million and 497million respectively.

    According to the United Nations (UN), India'stotal population is forecast to overtake China'sby 2025 despite falling fertility from 4.7children born per female in 1980 to 2.6 in2011;

    Roy Philip 15

  • 8/12/2019 Chapter 2 Ntl Mktg

    16/22

    3

    Countries in sub-Saharan Africa had theyoungest proportion of population in theworld with over 70% of the region'spopulation aged below 30.

    In terms of median age (middle value of agedistribution), Niger had the youngestpopulation in 2011 at 15.4 years, followed byUganda (15.7 years) and Mali (16.2 years);

    Roy Philip 16

  • 8/12/2019 Chapter 2 Ntl Mktg

    17/22

    3

    The young population in many emerging anddeveloping economies will benefit from ademographic dividend - a rise in the rate ofeconomic growth due to a rising share ofworking age people in a population.

    In 2012, 89.7% of the global population agedbelow 30 lived in emerging and developingeconomies :

    Roy Philip 17

    http://www.euromonitor.com/new-frontiers-strategy-briefing-on-the-next-eight-emerging-economies/reporthttp://www.euromonitor.com/new-frontiers-strategy-briefing-on-the-next-eight-emerging-economies/reporthttp://www.euromonitor.com/new-frontiers-strategy-briefing-on-the-next-eight-emerging-economies/reporthttp://www.euromonitor.com/new-frontiers-strategy-briefing-on-the-next-eight-emerging-economies/reporthttp://www.euromonitor.com/new-frontiers-strategy-briefing-on-the-next-eight-emerging-economies/reporthttp://www.euromonitor.com/new-frontiers-strategy-briefing-on-the-next-eight-emerging-economies/reporthttp://www.euromonitor.com/new-frontiers-strategy-briefing-on-the-next-eight-emerging-economies/reporthttp://www.euromonitor.com/new-frontiers-strategy-briefing-on-the-next-eight-emerging-economies/reporthttp://www.euromonitor.com/new-frontiers-strategy-briefing-on-the-next-eight-emerging-economies/report
  • 8/12/2019 Chapter 2 Ntl Mktg

    18/22

    3Opportunity for a demographicdividend (Summary)

    Population trends over the next few decadeswill largely be governed by decisions made bythe 3.5 billion young people aged below 30 in2012.

    This is the largest generation to enteradolescence, and their decisions regardingsize and birth spacing of families will shapepopulation trends and consumer trends overcoming decades;

    Roy Philip 18

  • 8/12/2019 Chapter 2 Ntl Mktg

    19/22

    3Summary

    Declining birth rates and marriages aremajor factors in shrinking the size of

    households; People marrying and having children

    later in life also contributes to the

    growing number of single-personhouseholds and shared households ofunrelated occupants.

    Roy Philip 19

  • 8/12/2019 Chapter 2 Ntl Mktg

    20/22

    3

    Household behaviours are also shifting.Besides smaller households, there has beenan increase in non-traditional homes, moreapartment dwellers, and more consumers arerenting vs. buying.

    Purchasing habits also vary by household andmarketers will be able to utilize our newinformation to better target the consumersthey are trying to reach

    Roy Philip 20

  • 8/12/2019 Chapter 2 Ntl Mktg

    21/22

  • 8/12/2019 Chapter 2 Ntl Mktg

    22/22

    3Group Activity

    * Join with your chosen group ( 6 members

    each group);* Search and discuss the country of origin of

    your chosen company based on the

    international environments we just

    discussed ( history, geography and

    demographic factors related to thecompanys operation)

    * Report your findings in the classRoy Philip 22