Selecciones - Webs

662
Part Seven Special Topics and Perspectives
Belch: Advertising and
Promotion, Sixth Edition
Figure 20-2 Forces in the
international marketing
environment
VII. Special Topics and
Perspectives
20. International
Advertising and Promotion
Economic environment
• Stage of economic development
• Economic infrastructure
• Standard of living
• Per capita income
• Distribution of wealth
• Currency stability
• Exchange rates
Demographic environment
• Size of population
• Number of households
• Household size
• Age distribution
• Occupation distribution
• Education levels
• Employment rate
• Income levels
International Marketing
and Promotions Decisions
© The McGraw−Hill
Companies, 2003
Cultural environment
• Language
• Lifestyles
• Values
• Norms and customs
• Ethics and moral standards
• Taboos
Political/legal environment
• Government policies
• Laws and regulations
• Political stability
• Nationalism
• Attitudes toward multinational
companies
States, Canada, Japan, and most of Western Europe, where consumers generally have
higher incomes and standards of living. Thus, they can and want to purchase a variety of
products and services. Developed countries have the economic infrastructure in terms
of the communications, transportation, financial, and distribution networks needed to
conduct business in these markets effectively. By contrast, many developing countries
lack purchasing power and have limited communications networks available to firms
that want to promote their products or services to these markets.
For most companies, industrialized nations represent the greatest marketing and
advertising opportunities. But most of these countries have stable population bases, and
their markets for many products and services are already saturated. Many marketers are
turning their attention to parts of the world whose economies and consumer markets are
growing. In the early to mid-1990s many marketers began turning their attention to the
“four Tigers” of Asia—South Korea, Singapore, Hong Kong, and Taiwan—which were
among the fastest-growing markets in the world. 14 However, in 1997 the Asian economic
crisis hit, and these countries, as well as other parts of Asia, experienced a severe
recession which resulted in major declines in consumer spending. Latin America also
has been experiencing a severe economic crisis over the past several years. The economy
has been particularly bad in Argentina as a result of government instability and fiscal
policies that have resulted in the peso losing 70 percent of its value against the
dollar and euro. 15 Advertising spending in Argentina declined from more than $3 billion
in 1999 to barely half a billion in 2002. Brazil, which is another major market in
Latin America, has also experienced economic problems recently. 16
The global economic slowdown that began in 2001 has created problems for most
multinational companies and has led to reductions in advertising spending in most
countries. The economies in many countries are stagnant, making it difficult for companies
to meet their growth objectives. However, a number of multinational companies
are focusing on markets experiencing stronger economic growth, such as those in
China. 17 Many are also turning their attention to third-world countries where consumer
markets are slowly emerging. Global Perspective 20-1 discusses the opportunities
that these markets present as well as the challenges of marketing to them.