marketingmanagement INTERNATIONAL MARKETING Such a shift leads to a more systematic The eff ects of sector approach by producers, greater selectivity by consumers, and more specifi c attention and measures taken by Consumption, Production policymakers, all of which contributes to substantial GDP growth. During such a growth process, exports and Temporal Migration oft en “prime the pump” and become a magnet for urban migration, but on Global Markets aft er the infl ection point, blazing GDP growth is powered by domestic sales to domestic consumers and understood by policymakers. Marketers propose, but BY MICHAEL R. CZINKOTA & ROGER BLACKWELL consumers dispose, therefore determining
[email protected] the growth of economies and health of
[email protected] individual fi rms. U.S. GDP grew rapidly in past decades mostly because the proportion istory discloses that the most important people of urban baby-boomer women working shaping global markets, employment and outside of their homes went from minus- cule to massive. Food preparation, child HGDP are consumers. Media tend to attribute care, home maintenance and transpor- economic health to political leaders, parliament or tation changed from non-monetized to measured. GDP soared with mountains central banks, but marketers know that consumers of markets for goods and services rang- control 70% or more of GDP in mature economies. ing from autos, refrigerators and auto- matic washing machines to restaurants, Traditional economic analysis focuses on fi scal prepared foods and grocery stores, and monetary policies. Marketers and behavioral along with health care, lawn services, economists focus on consumers dominating global child care and cleaning, mostly bought by consumers formerly producing those markets now and in the future, heavily shaped by products themselves.