Strauss5eIM04Word下载.docx
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Strauss5eIM04Word下载.docx
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OverviewofGlobalE-MarketingIssues
Globale-marketersmustunderstandthatacountry’se-readinessprofilesignificantlyinfluencesmarketingstrategyandtactics.E-marketingstrategiesandInternetusageinindustrializednationsaregenerallysimilartothoseintheU.S.,whilethoseinemergingmarketsarenot.
EmergingEconomies
Countriesthathavehighlevelsofeconomicdevelopment(UnitedStates,Canada,Japan,etc)areclassifiedasdevelopedcountries.Thesecountriesarehighlyindustrializedandusetechnologyproficiently.Thosecountriesthatarestillstrugglingwithstandardsoflivingfortheircitizensarecalledemergingeconomiesandarepoisedforrapidtechnologicalgrowth.
ImportanceofInformationTechnology
Technologycanboostanation’soverallproductioncapacityandefficiency.However,itisthroughtheapplicationofinformationtechnologythatcountrieswithemergingeconomiescanreallyopenupnew,exciting,globalmarkets.
CountryandMarketOpportunityAnalysis
Globale-marketersbustbalancetwodifferentanalyticalapproaches.Marketdifferencesarewaysinwhichtwomarketsexhibitdissimilarcharacteristics.Marketsimilarityreferstowaysinwhichtwomarketsexhibitsimilarcharacteristics.Therefore,ifafirmisbasedinanemergingeconomyandwantstomarkettoitshometarget,themarketermustidentifymarketdifferenceswithinthepopulation.
MarketSimilarity
Marketersoftenchooseforeignmarketsthathavecharacteristicssimilar`totheirhomemarketforinitialmarketentry.
CreditCardConundrum
Manycountriesaroundtheworlddonotuseorissuecreditcards,ordosoinaverylimitedfashion.ThisproblemlimitstheabilityforpotentialcustomerstomakeapurchaseviatheInternet.Internationale-marketersunderstandthesedifferencesandmustfindalternativemeansforconductingbusinessovertheInternet.
E-CommercePaymentintheCzechRepublic
TheCzechRepublichassimilarskepticismofonlinepurchasing,bute-marketershavefoundinnovativepaymentsolutions.Czechcustomerspayfortheonlinepurchaseswithbanktransfers,cashondelivery,andpostalmoneyorders.HoweverthemostcreativepaymentmethodcamefromeBankawhichissuescreditcardsspecificallydesignedforonlinepurchases.Thiscreditcardactsverysimilartoourdebitcards.
TechnologicalReadinessInfluencesMarketing
Solvingcreditcardpaymentissuesisonlyoneofseveralproblems.E-marketersmustalsodealwithbasictechnology,limitedaccesstocomputersandtelephones,highInternetcosts,slowInternetconnectionspeeds,andunpredictablepowersupplies
ComputersandTelephones
ConnectiontotheInternetinindustrializedcountrieshashistoricallybeenhandledbydesktopcomputersandanISP(InternetServiceProvider).Inemergingeconomies,computeraccessisabigproblem.ManypersonalcomputersarenotprivatelyownedsoconsumersmustusepublicforumstoaccesstheInternet.Telephonesarealsobothscarceandexpensivecausingadditionalhurdlesfore-marketers.
InternetConnectionCosts
CountrieswithemergingeconomieshavehigherInternet-relatedcostsandarecomparativelyquiteexpensive.E-marketersmustdealwiththediscrepancybetweenlowlaborcostsandhightechnologyandotherbusinesscosts.
ConnectionSpeedsandWebDesign:
Broadband’sInfluence
ConnectionspeedandWebsitedesignisanotherconcernfore-marketers.Emergingeconomiestypicallyhaveslowerconnectionspeedsandhigherperminutecosts,soe-marketersmustconsiderhowtheirconnectionspeedandtheWebsitedesigninfluencesdownloadrates.
ElectricityProblems
Sporadicelectricityinemergingeconomiesalsoposeachallengefore-marketers.Severalcountriesexperienceblackoutswhichcanbechallengingfore-businessestoovercome.
WirelessInternetAccess
E-marketersmustdeterminehowtomodifyexistingWebsitecontentforthesmallerscreensoncellphonedisplay.Theymustalsodeterminehowtoresolvepotentiallycumbersometextentryusingtinykeypadsandhowtodevelopnewcontentthatconsumerswillwant.Additionally,theymustconsiderhowtopricetheirservices,andhowtodevelopeasy,securepaymentmethods.
TheDigitalDivide
AnLDChastwoeconomiesthatarecenturiesapartintermsofeconomicandtechnologicaldevelopment.Thisdisparityiscalledthedigitaldivide,whichhasbeendescribedas“thatbetweencountriesandbetweendifferentgroupsofpeoplewithincountries,thereisawidedivisionbetweenthosewhohaverealaccesstoinformationandcommunicationstechnologyandareusingiteffectively,andthosewhodon’t”.Industrializedcountries,withonly15%oftheworld’spopulation,arehometo88%ofallInternetusers.
ChinaProfile
Chinaistheworld’smostpopulouscountry,with1.3billioninhabitants,andisthustheworld’slargestemergingmarket.China’svastpopulationoffersahugemarketpotential.E-marketersaredevelopingandanticipatingsignificantgrowthandopportunityintheemergingChinesee-market.
ChapterSummary
WithinaworldwideB2Cmarketof1.2billionconsumers,somecountrieshavehigherpenetrationofInternetaccess,usage,andshopping.AmongthemanyfactorsaffectingInternetpenetrationareincome,infrastructure,computerownership,telecommunicationavailabilityandpricing,socialandculturaltraditions,businessattitudes,andwirelessWebaccess.E-marketersmustcarefullyresearcheachcountry’scurrentmarketconditionsandenvironmentalfactorsbeforeselectingspecifictargetsforentry.
InternetusageisgrowingsorapidlyoutsidetheUnitedStatesthatusersfromothercountrieswillincreasinglydominatetheInternet.Thisiscreatingopportunitiesandchallengesfore-marketerstotargetoroperateincountriesthatarelessdevelopedthanthemosthighlyindustrializednations.EmergingeconomiesarethosewithlowlevelsofGDPpercapitathatareexperiencingrapidgrowth.Notonlycantechnologygenerallyboostanation’soverallproductioncapacityandefficiency,butalsoinformationtechnologycanhelpcountrieswithemergingeconomiesopenuppromisingglobalmarkets.
Inthecourseofanalyzingcountryandmarketopportunities,e-marketersinemergingeconomiesthattargetmarketsindevelopedcountriesmustunderstandmarketsimilarity.E-marketersinemergingeconomiesthatmarketwithintheirowncountriesorthoseindevelopedeconomiesthatwanttotargetgroupsinanemergingeconomymustunderstandmarketdifferences.Ingeneral,e-marketersthattargetemergingeconomiesmustdealwithavarietyofchallenges,includinglimitedcreditcarduse,lackofsecureonlinepaymentmethods,consumerattitudestowardonlinepurchasingandpayment,limitedcomputerandtelephoneaccess,slowconnectionspeedsthataffectWebpagedownloadrates,andunexpectedpowerfailures.Enterprisinge-marketershavereactedtothesechallengeswithinnovativesolution.
Manycountries,includingthosewithemergingeconomies,havemoremobiletelephonesubscribersthanfixed-linetelephonesubscribers.Asaresult,e-marketersmustconsiderhowtomodifyWebsitecontentforsmallcellphonedisplays;
howtohandletextentryusingtinykeypads;
howtodevelopappropriatecontentforwirelessWebusers;
howtopriceservices;
andhowtodevelopappropriatepaymentmethods.E-marketersalsomustunderstandhowconsumersbehavewiththemobileInternet.
Nationswithemergingeconomiesmaybeindifferentstagesofeconomicdevelopment,whichaffectstheirsocialclimate.Leastdevelopedcountries(LDCs)havethepooresteconomiesan,inmanycases,adualeconomybecausethepopulationhasbothhigher-incomecitizensandpoorercitizens.CapitalcitiesinLDCsmayhavebothmiddleandanupperclass,whiletheareasoutsidethesecitiesareunderdevelopedeconomicallyandtechnologically.Thisdisparity,especiallyasitconcernstheabilityoftechnologytoraisebothaperson’sandanentirenation’sstandardofliving,iscalledthedigitaldivide.Manyorganizationsande-marketersareworkingtoclosethisdigitaldividebybringingInternettechnologyande-commercecapabilitiestoLDCs.
Chinaisthelargestemergingeconomyintheworld.China’srapideconomicgrowthhasmadeChinaanattractivemarket.ChinawillsoonhavemoreInternetusers,mobilephonesubscribersandmorebroadbandcustomersthananynationonearth.Chinese-languageWebsitesaredevelopingrapidlytoreachthisexpandingdomesticmarket.Adaptationisanecessaryfeaturefordomestice-marketing,sinceChinastilllagsbehindindustrializednationsintermsofitsinfrastructure.SomeChinesecompaniesarealsousingthewebtocreateaglobalbrandpresence.
ChapterOutline
OpeningVignette:
IdolGoesGlobal(PPT4-5,4-6
HavetheclassreadtheopeningvignetteontheIdol.DiscusshowtheinternetandothercommunicationtechnologieshaveaidedIdolingainingsuchalargemarketinarelativelyshorttime.Atwhatpointwillthisfranchisereachasaturationpoint?
When,orwill,thedeclinebegin?
http:
//americanidol.citycita.org/
I.OverviewofGlobalE-MarketingIssues(PPT4-6)
UsersfromothercountriesspeakinglanguagesotherthanEnglishwillincreasinglydominatetheInternet.TheWeb’scontentandlanguagewillbecomemorediversified.Acountry’se-readinessprofileinfluencesmarketingstrategyandtactics.E-marketersmustdifferentiatebetweenindustrializednationsandemergingeconomies
A.GlobalMarkets
1.WorldwideInternetusagemorethandoubledbetween2000-2004
2.MiddleEastsawInternetusegrowover200%infouryears
3.AsiahasthemostInternetusersatover243millio
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