TAILIEUCHUNG - Lecture International marketing (15/e): Chapter 9 - Philip R. Cateora, Mary C. Gilly, John L. Graham

Chapter 9 - Economic development and the Americas. What you should learn from chapter 9: The importance of time zones for trade relationships and marketing operations, the political and economic changes affecting global marketing, the connection between the economic level of a country and the marketing task, the variety of stages of economic development among American nations,. | International Marketing 15th edition Philip R. Cateora, Mary C. Gilly, and John L. Graham Objectives of Developing Countries Industrialization is the fundamental objective of most developing countries Economic growth is seen as the achievement of social as well as economic goals Better education Better and more effective government Elimination of many social inequities Improvements in moral and ethical responsibilities Privatization is the norm and currently a major economic phenomenon in industrialized as well as in developing countries Roy Philip Marketing’s Contributions Marketing (or distribution) is not always considered meaningful to those responsible for planning Marketing is an economy’s arbitrator between productive capacity and consumer demand The marketing process is the critical element in effectively utilizing production resulting from economic growth Marketing is instrumental in laying the groundwork for effective distribution Roy Philip Marketing in a Developing Country (1 of 3) Marketing efforts must be keyed to each situation and custom tailored to each set of circumstances A promotional program for a population that is 50% illiterate is vastly different from a program for a population that is 95% literate In evaluating the potential in a developing country, the marketer must look at two areas: Level of market development Demand in developing countries Roy Philip Marketing in a Developing Country (2 of 3) Level of market development Marketer must evaluate existing level of market development and receptiveness The more developed an economy, the greater the variety of marketing functions demanded, and the more sophisticated and specialized the institutions become to perform marketing functions Part of the marketer’s task when studying an economy is to determine what in the foreign environment will be useful and how much adjustment will be necessary to carry out stated objectives Roy Philip Marketing in a .

• Marketing - Bán hàng
• International marketing
• Lecture International marketing
• Global markets
• Global marketing strategies
• International trade
• Economic development
• International marketing channels
• Marketing quốc tế
• Chiếc lược marketing
• Marketing strategies
• Nature of international marketing
• Integrated marketing communications
• International legal environment
• Pricing for international markets
• International customers
• Regular foreign marketing
• International marketing management
• International environment
• International pricing
• International business to business marketing