24210 Chapter Notes - Chapter 19: Per Capita Income
Document Summary
International marketing and promotional decisions all effected by: economic environment, cultural environment, demographic environment, political/legal environment. Economic environment: stage of economic development, economic infrastructure, standard of living, per capita income, distribution of wealth, currency stability, exchange rates. Cultural environment: language, lifestyles, values, norms and customers, ethics and moral standards, taboos. Demographic environment: size of population, number of households, household size, age distribution, occupation distribution, education levels if your target audience is not literate enough, you must use symbols and pictures to communicate clearly with them, employment rates. Political/legal environment: government policies, laws and regulations, political stability, nationalism, attitudes toward multinational companies. The big question: should the global marketer offer the same product, marketing and advertising throughout the world, adaptation, same theme and execution. Or: should the global marketer adapt the product, marketing and advertising to each of several societies throughout the world, localisation, different theme and different execution.
