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International Marketing

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Changing social fabric implications for IM. DVD: Changing face of Japan. Housekeeping ... Changing social fabric. Marketing takes place within society ... – PowerPoint PPT presentation

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Title: International Marketing


1
International Marketing
  • Tim Beal
  • Lecture 5
  • 3 August 2005

2
Today
  • Housekeeping
  • Impact of Technology
  • transportation
  • internet
  • Changing social fabric implications for IM
  • DVD Changing face of Japan

3
Housekeeping
  • Wine assignment due FRIDAY 12 August 5.00pm
  • Assignment box 1 Mezzanine floor
  • penalties 2 per weekday
  • Hand in to Mrs Jessie Johnston, SMIB office,
    Rutherford House 11th fl
  • Tim Fowler's QA sessions

4
Technology
  • Technology affects every aspect of marketing/IM
  • every good/service is produced, promoted and
    distributed by technology
  • even price and payment affected
  • Here concentrate on some key elements
  • distribution
  • internet
  • two are closely connected

5
Distribution
  • distribution tends to be more important in IM
    than in M
  • distances tend to be greater
  • distance from NY to Toronto less than NY to SF
  • Costs of distribution are substantial
  • Falling transportation costs key driver of
    international marketing

6
Transportation costs
  • Silk route an example
  • only very high value (expensive), non-perishable
    items feasible
  • transportation revolution made global economy
    possible
  • Ships gtgtgtrailways gtgtInternal combustion
    engine/roadsgtgtships (tankers/containers) gtgtair

7
Example
  • The cost of moving farm produce and manufactured
    goods over long distances fell 95 percent between
    1815 and 1860. With that drop, farmers could grow
    wheat in Indiana and sell it at a profit in New
    York City, while New England manufacturers could
    make work shoes and sell them to the farmers of
    Indiana

8
Other technological impacts on transportation
  • Can create new IM possibilities
  • refrigeration
  • transformed 19th century NZ
  • now chilled, gas-packed meats can fetch high
    prices in affluent markets
  • also happening with fruits and vegetables
  • much sent by plane

9
Combination
  • Combination of
  • cheaper
  • faster
  • improved storage
  • greatly increases range of products that can be
    marketed internationally
  • distance
  • market segments

10
Investment
  • Development of new planes, airports, container
    terminals etc. extremely costly
  • Nevertheless, new airports have been built
    recently in
  • Korea (Incheon)
  • Kuala Lumpur
  • Hong Kong
  • Japan (Kansai)
  • airports around the world being upgraded
  • proximity to airport important for IM business
  • goods, tourism

11
Globalisation of production
  • Because of cheaper transport, production can be
    moved away from target markets
  • US, Japan, KoreaTaiwan gtgtgtproduction shifting to
    cheaper places
  • labour
  • land
  • environmental standards
  • increases role of IM
  • domestic productiongtgtgtmove offshoregtgtgtimported
    back

12
Geography is history
  • Internet takes this process to its limits
  • Distance has little effect on
  • cost
  • time

13
What is the internet?
  • global network of computers
  • origins in US defense
  • gtgtuniversities
  • business use very recent
  • IBM survey in US
  • 1994 - less 50 aware of internet
  • 1999 - intricate part
  • Raid growth and spread

14
Growth of the Internet
  • number of people/businesses online has grown
    markedly
  • Internet has spread from US to Europe, NZ,
    India, ChinaNK
  • Data on consumer base
  • growth
  • uneven spread
  • Look at some recent data

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22
Future
  • Rapid but uneven growth in users
  • e-commerce - predictions vary widely

23
What is Internet best for?
  • Positive
  • global niche
  • electronic delivery
  • high information content
  • Negative
  • low value physical product
  • undifferentiated product
  • local market (eg local baker)

24
Examples
  • Information agency
  • specialised field
  • with alliances offers 24 hour service
  • quick turnaround (all electronic)
  • Software developers
  • Bangalore
  • utilises relatively cheap, skilled labour
  • but delivers as fast as Silicon Valley

25
E-Commerce and Globalisation
  • Internet (WWW) inherently global
  • uneven spread of connectivity but does allow
    unprecedented access to global markets
  • Still often physical constraints
  • distribution
  • payment systems (eg lack of credit cards in
    China)
  • Global environment is complex - legal, political
    and cultural

26
Global cultures and exposure
  • Internet exposes companies usually to wider range
    of cultures and languages
  • Few, if any, companies - even largest- have yet
    addressed challenge of multicultural, polyglot
    Internet customers
  • Internet exposes companies to unprecedented
    global competition
  • local bookshop - Amazon.com

27
Localisation
  • websites should reflect needs of customers
  • language
  • local currency
  • local information
  • Victoria International - costs calculator

28
Conclusions
  • Internet will grow but predications vary
    considerably
  • Topography of business will change in
    unpredictable ways
  • More volatile relationship between companies and
  • each other
  • customers
  • large companies

29
Internet no longer American
  • Local growth and use will differ from the States
  • leapfrogging
  • adoption truncation
  • local variation

30
Leapfrogging
  • follower advantage you know whats ahead so can
    cut corners
  • leapfrog over old technologies into new
  • ie mobile in China..
  • Not many landline telephones so great growth in
    mobiles

31
Adoption truncation
  • in States better off, better educated males took
    lead
  • uptake elsewhere more evenly spread

32
Local variation
  • China credit cards uncommon so payment on
    delivery
  • Japan use network of convenience stores
  • India Cybercafes
  • use of vernacular languages will grow

33
basic rule
  • as elsewhere in IM
  • keep asking questions
  • every aspect of marketing strategy needs to be
    re-examined
  • customer focus
  • what does the customer wanthow do customers vary
    across the world?

34
What weve covered on the Internet
  • Global data growth, distribution of internet
    markets
  • Globalisation
  • Internet and marketing

35
Changing social fabric
  • Marketing takes place within society
  • Consumer behaviour course discussed interaction
    between individual CB and social environment
  • families, reference groups, lifestyle changes,
    attitudes
  • What happens in a particular society (eg NZ)
    happens globally
  • extremely complex manner

36
Three examples
  • Immigration/tourism
  • aging society
  • changing (globalising) tastes

37
Immigration
  • Why is it important to IM?
  • Germans, Italians, and English live around the
    world (inc NZ), many Turks live in Germany
  • old identification of a country with an
    ethnic/cultural group is becoming increasingly
    invalid
  • in many countries immigration is main social
    trend
  • on increase in EU, USA, etc.
  • creation of multiethnic societies

38
Tourism
  • Tourism has somewhat similar effects
  • 700 million international tourism arrivals in
    2000
  • in many countries a large part of the market is
    made up of permanent or temporary foreigners
  • eg Chinas tourism market is important for NZ
    exports
  • they want to eat familiar foods

39
Ageing society
  • part of general issue of changing age structure
    in societies
  • why is age structure important for marketing?
  • population pyramids the case of Japan
  • Japan is foremost example of aging society
  • http//www.vuw.ac.nz/caplabtb/m302w05/Japan_pop_p
    yramid.gif

40
Japans ageing society
  • implications for NZ?
  • China moving that way

41
Globalisation of tastes
  • McDonalds -Epitome of globalisation few
    countries where they yet to penetrate
  • http//www.mcdonalds.com/home.html
  • Who hasnt had a Big Mac?
  • other examples Coke, Pepsi, jeans.
  • Often connected with American cultural hegemony
  • but other things move as well
  • Chinese food, Italian foodetc

42
Transmitted by
  • media (films, TV) (images)
  • migration, tourism..(people)
  • Companies themselves ..IM programmes
  • result is that tastes do change and can be changed

43
Change
  • Change is the key word
  • Societies are changing around the world
  • getting older, better educated, more aware of
    global trends
  • Some products are facing shrinking markets
  • Generating demand for new products marketed in
    new ways
  • marketing strategies need to be constantly
    reexamined

44
Japan as case study
  • DVD the changing face of Japan
  • On order for the library

45
Next week
  • Janet Carruthers
  • Culture
  • FB 3
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