tài liệu Marketing Quốc Tế
Developed by Cool Pictures & MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.The FutureChapter 20 Developed by Cool Pictures & MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.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. Developed by Cool Pictures & MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.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 Developed by Cool Pictures & MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.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. Developed by Cool Pictures & MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.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. Developed by Cool Pictures & MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.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. Developed by Cool Pictures & MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.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. Developed by Cool Pictures & MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.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. Developed by Cool Pictures & MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.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 Developed by Cool Pictures & MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.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. [...]... continue to attempt to differentiate themselves on a non-price basis Developed by Cool Pictures & MultiMedia Presentations Copyright © 200 4 by South-Western, a division of Thomson Learning All rights reserved Careers in International Marketing • Careers in international marketing require: – knowledge and expertise – being well versed in specific business functions – language capabilities – understanding... locations from which to conduct operations • Data, information,and knowledge sharing be transferred faster and become more concentrated Developed by Cool Pictures & MultiMedia Presentations Copyright © 200 4 by South-Western, a division of Thomson Learning All rights reserved Distribution and Logistics Strategies • Innovative approaches will shift traditional distribution channels to new globally networked... distribution control systems • Firm and product security will continue to be a major focus, developing job opportunities along the way Developed by Cool Pictures & MultiMedia Presentations Copyright © 200 4 by South-Western, a division of Thomson Learning All rights reserved International Pricing • Commodity pricing, forward pricing and price competition will increase with minimal price differences... alliances for product development, sourcing, and production – Require customer product bundles to meet mass customization requirements Developed by Cool Pictures & MultiMedia Presentations Copyright © 200 4 by South-Western, a division of Thomson Learning All rights reserved International Communications • Advances in communications will increase the use and dependence on by firms of real-time communications... career advancement and executive success • Graduating from business schools or universities abroad the specialize in international business Developed by Cool Pictures & MultiMedia Presentations Copyright © 200 4 by South-Western, a division of Thomson Learning All rights reserved Employment Opportunities • Employment with large firms – Specialized knowledge in languages – Employees firmly grounded in the... Opportunities for women – May have advantages in the overseas management positions – Upward trend for women in global management roles Developed by Cool Pictures & MultiMedia Presentations Copyright © 200 4 by South-Western, a division of Thomson Learning All rights reserved . Copyright © 200 4 by South-Western, a division of Thomson Learning. All rights reserved.Careers in International Marketing Careers in international marketing. MultiMedia Presentations Copyright © 200 4 by South-Western, a division of Thomson Learning. All rights reserved.The International Marketing Environment•Conditions