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Global Marketing and Consumer Behavior 16_Biz_in_Global_Econ 12/14/04 11:59 AM Page 418 ©Getty Images/PhotoDisc Chapter 16 GLOBAL MARKETING AND CONSUMER BEHAVIOR 16-1 Marketing Around the World 16-2 The Marketing Mix and the Marketing Plan 16-3 Planning Global Marketing Activities 16_Biz_in_Global_Econ 12/14/04 11:59 AM Page 419 Breakfast in Britain In recent years, the population growth rate and the demand for packaged food products in the United States have slowed. In addition, fewer people are eating a traditional breakfast of cereal. Instead, people have turned to bagels, cereal bars, toaster pastries, and fast-food breakfast-to-go meals. This sales decline caused cereal producers to look for new markets for their products. International marketing efforts by cereal companies to sell Kellogg’s Rice Krispies, Kellogg’s Frosted Flakes, Cheerios, Wheaties, and other cereals to the British and other Europeans are gaining strength. Traditionally, Europeans have eaten less cereal per person than U.S. con- sumers have. However, these areas were selected because their breakfast habits are similar to those in the United States. General Mills created a joint venture with Nestlé, called Cereal Partners Worldwide, to sell its cere- als in Europe, Latin America, the Middle East, and other regions. This agreement allows General Mills to take advantage of the extensive distribu- tion system and a strong global Nestlé brand. The joint venture sells cereal in more than 130 countries. The Kellogg Company has sold cereal in London since 1924. The com- pany recently modernized and expanded its 22 foreign factories. Kellogg achieves about 35 percent of its sales outside of the United States. While sales are expected to continue, the marketing of cereals in a global mar- ketplace will continue to be a challenge for Tony the Tiger and his buddies. Think Critically 1. What factors influenced cereal companies to expand their marketing in foreign countries? 2. What problems might a cereal company face when planning to sell its products in a new foreign market? 3. Go to the web site of Kellogg’s or General Mills to obtain additional information about international marketing of cereal. Prepare a report of your findings. 419 16_Biz_in_Global_Econ 12/14/04 11:59 AM Page 420 Chapter 16 GLOBAL MARKETING AND CONSUMER BEHAVIOR MARKETING AROUND 16-1 THE WORLD GOALS Ⅲ Describe the nature of markets. Ⅲ Identify trends that influence global mar- keting opportunities. ©Getty Images/PhotoDisc INTERNATIONAL MARKETS urvival for every company depends on creating and delivering items that Sconsumers will buy. Distribution of products and development of con- sumer awareness are major tasks of marketing. Marketing does not always involve a specific good or service. Places such as Bermuda, Jamaica, Mexico, and Puerto Rico advertise in magazines, on television, and on the Internet to attract visitors. This type of marketing can stimulate tourism and consumer interest in the goods and services of those geographic areas. One business sells carpeting in one city, while another sells global telecom- munications systems throughout the world. Both companies must get the product or service from the producer to the consumer. Customers must first become aware of a product. Then the item must be delivered at a cost acceptable to both the buyer and the seller. Marketing is the creation and maintenance of satisfying exchange relation- ships between businesses and their customers. Marketing includes shipping, packaging, pricing, advertising, selling, and many other tasks. International marketing involves marketing activities between sellers and buyers in differ- ent countries. Japanese automobile manufacturers perform marketing activi- ties in more than 140 countries. Overnight delivery services are also involved in international marketing as they move packages throughout countries and continents. 420 16_Biz_in_Global_Econ 12/14/04 11:59 AM Page 421 16-1 MARKETING AROUND THE WORLD Brazil, France, Japan, South Korea, served like Peking Duck, but with China, and many other countries. fried chicken inside. GLOBAL BUSINESS Recently, U.S. fast-food chains had high-speed expansion in China. Think Critically Pizza Hut increased the use of 1. What difficulties may fast-food GLOBAL MARKETING OF home delivery in the world’s biggest companies face when doing FAST FOOD market. McDonald’s added 100 business in other countries? more restaurants to bring the num- 2. Go to the web site of a fast-food Over the past two decades, fast- ber to over 600 in the country. company such as McDonald’s food companies have expanded KFC opened its 1,000th location Burger King, Wendy’s, Taco Bell, their international marketing activi- in China and works to balance its or KFC to obtain additional ties into several new areas. Burger traditional menu with local con- information about international King, Arby’s, Taco Bell, and sumers tastes. The company creat- business activities. Wendy’s became competitors for ed “Old Beijing Twister” — a wrap McDonald’s and KFC in Mexico, The main focus of marketing is to define and sell to a specific group. A market refers to the likely customers for a good or service in a certain geo- graphic location. A market could be teenagers in France or retired people in Mexico. Markets are commonly divided into two categories—consumer mar- kets and organizational markets. ❙ CONSUMER MARKETS A consumer market consists of individuals and households who are the final users of goods and services. You are part of the consumer market when you buy food, clothing, transportation, health-care, and recreational products. Consumer markets exist in every country of the world. However, buying habits vary because of factors such as climate, culture, political environment, values, tradition, and religious beliefs. ❙ ORGANIZATIONAL MARKETS Not all goods and services are sold to end users. An organizational market, also called a commercial market or business-to-business (B2B) marketing, consists of buyers who purchase items for resale or additional production. These buyers include manufacturers, stores, schools, hotels, hospitals, and governments. Items commonly purchased in commercial markets are raw materials, machines, machine parts, warehouses, computers, office space, office supplies, and Internet services. Organizational markets are important to the economy of a country. As nations create more factories and start companies, jobs are created. The income earned by these employees contributes to increased consumer spend- ing, which results in economic expansion. Describe the two different kinds of markets. 421 16_Biz_in_Global_Econ 12/14/04 11:59 AM Page 422 Chapter 16 GLOBAL MARKETING AND CONSUMER BEHAVIOR GLOBAL MARKETING OPPORTUNITIES ost businesses need to develop new markets in order to maintain and expand Mprofits. Quite often new customers are found in other countries. For exam- ple, when sales for electronic products leveled off for Asian companies in their home region, these firms expanded to sell to customers in South America and Europe. Opportunities for international marketing are influenced by five global trends. These trends include expanded communications, technology, changing political situations, increased competition, and changing demographics. Expanded Communications Computer networks make it possible to communicate quickly with customers all over the world, as shown in Figure 16-1. The Internet, video teleconferencing, fax machines, and other electronic communications allow companies to respond to requests from customers within minutes. TELECOMMUNICATIONS AND INTERNATIONAL MARKETING Figure 16-1 Expanded communi- cation networks increase the speed of international marketing transac- tions. 422 16_Biz_in_Global_Econ 12/14/04 11:59 AM Page 423 16-1 MARKETING AROUND THE WORLD ©Getty Images/PhotoDisc Technology Automated production systems have made it easier for companies to set up manufacturing plants in other countries. Technology has also improved product distribution. Companies are able to ship goods from WORK AS one location to destinations around the world within a matter of days or A GROUP even hours. Changing Political Situations Countries that desire economic growth are cooperating with new trading partners. Several nations that were Discuss the kinds of prod- formerly governed by communism now have a more cooperative economic uct opportunities that attitude toward international business. Many global companies now do busi- would occur if a country ness in various eastern European countries in which trade was previously advanced rapidly in adding restricted. electronic technology for Increased Competition As more companies get involved in exporting the use of all its citizens. and foreign investment, business firms look for new markets in other coun- tries. A more competitive environment requires companies to be more cre- ative and more efficient when selling around the world. Changing Demographics The traits of a country’s population (such as birthrate, age distribution, marriage rate, gender distribution, income dis- tribution, education level, and housing situation) are its demographics. Demographic trends create different marketing opportunities. A lower birthrate in a country could mean a baby food company must market in other nations or create other types of products. Identifying business opportunities is the start of the marketing process, as shown in Figure 16-2. When a business finds a new use for its products or finds a new group of customers, an opportunity to expand marketing occurs. The Disney Company,
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