Fundamentals_of_Marketing

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STRATEGIC MARKETING AND PLANNING
Region
90
80
70
60
50
40
30
20
10
0
Developing
countries
Central-Eastern
Europe and CIS
OECD
2003
2015
Figure 2.2
Trends in
urbanization
CIS Commonwealth
of
Independent
States, OECD
Organisation
of Economic
Co-operation and
Development.
Source:
UNHDR (2005),
statistical indicator
5: Demographic.
%
%
18
16
14
12
10
8
6
4
2
0
Developing
countries
Central-Eastern
Europe and CIS
OECD
2003
2015
Figure 2.3
Population
aged 65+.
Source:
UNHDR (2005),
statistical indicator
5: Demographic.
Region
transported from Poland, yoghurt from north Germany, corn and wheatflour from the Netherlands,
jam from West Germany and sugar beet from the east of the country. The aluminium
cover for the strawberry jar was manufactured 300 km away from the yoghurt producer.
Only the milk and glass were produced locally. In the UK the trend towards centralization
particularly is apparent in retail distribution, rising from 40 per cent to 60 per cent in 1986
to between 70 per cent and 100 per cent for major retail stores in 1998 (Sheldon, 1998).
Over 70 per cent of fast-moving grocery product lead times in UK distribution are less than
twenty-four hours (1998: table 1.11). Evidence from the Sustainable Agriculture Food and
Environment (SAFE) report is that the same amount of food is being hauled over longer
distances, e.g. the distance food is being transported has increased by 50 per cent between
1978 and 1993 (Paxton, 1994: 18–19).
One major question posed by the preceding section is ‘Is there a global consumer?’
True, there may be people around the world who drink Coke, smoke Marlboro cigarettes
and revel in the rush of feeling American for a moment. But is this enough to say that there
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