Executive Summaries Portfolio--portfolio of executive summary briefs of newspaper/magazine articles

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This is an important assignment for my international marketing class. That required to complete a portfolio of executive summary briefs of newspaper/magazine articles (such as The Wall Street Journal, The Globe and Mail, The Economist, Business Week, Canadian Business, Fortune, Forbes, and even in publications like Time and Maclean’s). This activity involves reading one article per week (from Sep 17th to Nov 12th - 8 weeks) that is relevant to one of the topics in the course and completing a short write-up (typed, maximum 1 page, single-spaced) of that article. and the summary brief report template will be handed out in class.

this works need to write down 8 summaries of 8 readings according to 8 topics in this course. i will update 8 chapters powerpoint and please read the PPT first and find a accurately article for each chapter (please pay attention to the article time, that from Sep 17th to Nov 12th - 8 weeks, and must have been published within two weeks of the summary date.), and i also will update the summary brief report template for you, please following that to finish each summary, and also please be sure to write in the order of each chapter.

i also will give the professor's requirement role for you, please pay attention to read that, and please must following the role to do each works. according to you works, i also will pay the higher tips to you later.

thank you so much, please read the requirement carefully and please pay more attention to do this work, cuz it's really important to me. thank you again!!

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Article Title: Author’s Name: Date Published: Full Citation: Section #1 – Summary of article and discussion of the marketing outcome Section #2 – Application of theory from the text/class to issues in the article Section #3 – Your opinion about the issue/article Executive Summaries Portfolio Current events play an important role in this course. Therefore, you are encouraged to regularly read articles related to international marketing in newspapers and (business) magazines, such as The Wall Street Journal, The Globe and Mail, The Economist, Business Week, Canadian Business, Fortune, Forbes, and even in publications like Time and Maclean’s. To structure this effort during the semester, you are required to complete a portfolio of executive summary briefs of newspaper/magazine articles. This activity involves reading one article per week (from Sep 17th to Nov 12th - 8 weeks) that is relevant to one of the topics in the course and completing a short write-up (typed, maximum 1 page, single-spaced) of that article. A summary brief report template will be handed out in class. A copy of the newspaper/magazine article should be stapled to each brief. A complete citation and the source and date of the article should appear at the top of the summary. For each weekly summary brief, the article summarized must have been published within 2 weeks of the summary date. In your brief, you should summarize the article and identify the marketing outcome (such as the success or failure of the new product or venture). You should also discuss how the underlying issue relates to one of the marketing topics discussed in class or in the textbook (i.e., what marketing concepts or text materials explain the outcome) and include your own opinion on the issue. The portfolio is due at the beginning of class on Nov 29th. Although the final product is not due until the end of the semester, the summaries must be completed on a weekly basis between Sep 17th and Nov 12th. Keep in mind that the summarized articles must have been published within two weeks of the summary date. MKTG 3375 GLOBAL PRODUCTS 1 Basic Product Concepts • A product is a good, service, or idea • Product types ✓Industrial goods ✓Consumer goods –Convenience goods –Unsought goods –Shopping goods –Specialty goods 2 Packaging & Labeling • Consumer Packaged Goods are a variety of products whose packaging protects or contains the product from production to the end user ➢What roles does packaging serve? • Labeling provides consumers with various types of information ➢Regulations differ by country regarding various products • Global marketers must understand the importance of visual aesthetics 3 Branding & Brand Equity • Bundle of images and experiences in the customer’s mind • Brand Equity is the total value that accrues to a product as a result of investments in the marketing of the brand 4 Brand Equity Benefits • Greater loyalty • Less vulnerability to marketing actions and crises • Larger margins • More inelastic consumer response to price increases • More elastic consumer response to price decreases • Increased marketing communication effectiveness 5 Branding Strategies • Multi-branding • Multi-product (Brand extension) • Combination or tiered branding • Co-branding 6 Local versus Global Brands • Local Brands - Brands that have achieved success in a single national market • International Brands - Products and brands offered in several markets in a particular region • Global Products meet the wants and needs of a global market and are offered in all world regions • Global Brands have the same name and similar image and positioning throughout the world 7 Product/Brand Matrix 8 Country of Origin as a Brand Element •Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries 9 Exercise • Identify some countries that have a positive impact on your buying decisions. • Why do these countries have this effect on you? • Identify some countries that have a negative impact on your buying decisions. • Why do these countries have this effect on you? • As a marketer, how might knowledge of the these perceptions effect your strategy? 10 Extend, Adapt, Create: Strategic Alternatives in Global Marketing Strategy 5: Innovation 11 How to Choose a Strategy? • Managers face two types of errors: • NIH “Not Invented Here” • Ethnocentrism • The product itself • The market • Adaptation and manufacturing costs the company will incur 12 Video • McDonalds Global and Local Strategy 13 MKTG 3375 Introduction to Global Marketing Marketing and Global Marketing Defined Marketing: “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” Marketing Mix: The 4 Ps Global Marketing: The scope of activities outside the home market 2 Pair Up and Discuss… The primary external environmental factors in marketing include: ✓Social environment ✓Economic environment ✓Competitive environment ✓Political/legal environment ✓Technological environment In addition to the typical domestic concerns a company might have when thinking about each factor (eg, inflation), what additional issues do companies with foreign activities have to concern themselves with? 3 Globalization “Economic globalization constitutes integration of national economies into the international economy through trade, direct foreign investment (by corporations and multinationals), short-term capital flows, international flows of workers and humanity generally, and flows of technology.” ~Jagdish Bhagwati 1-4 Global Industries An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country Indicators of globalization: ▪ Ratio of cross-border investment to total capital investment ▪ Proportion of industry revenue generated by all companies that compete in key world regions ▪ Ratio of cross-border trade to worldwide production 1-5 Domestic versus Global Marketing Single Country Marketing Strategy • Target Market Strategy • Marketing Mix • Product • Price • Promotion • Place Global Marketing Strategy • Global Market Participation • Marketing Mix Development • Adapt or Standardize? • Concentration of Marketing Activities • Coordination of Marketing Activities • Integration of Competitive Moves 1-6 Standardization versus Adaptation ✓Globalization (Standardization) • Developing standardized products marketed worldwide with a standardized marketing mix ✓Global localization (Adaptation) • Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction • Think globally, act locally • May be a combination of standard product and nonstandard approaches (eg, distribution or packaging) 1-7 The Importance of Going Global ✓Within the last decade, world trade has grown by 140% ✓In the past few decades, growth in global trade has outperformed domestic growth ✓International specialization and cross-sourcing have made production more efficient ✓For U.S. companies, 75% of total world market for goods and services is outside the country ➢Coca-Cola earns 75% of operating income and 2/3 of profit outside of North America 8 Management Orientations ✓Ethnocentric Orientation • Home country is superior to others ✓Polycentric Orientation • Each country is unique ✓Regiocentric Orientation • companies serve markets throughout the world but on a regional basis ✓Geocentric Orientation • entire World is a potential market 1-9 Pair Up and Discuss… What factors (or forces) do you think are driving the World towards more economic integration? What factors (or forces) do you think are restraining the World from greater economic integration? 1-10 Driving Forces Affecting Global Integration & Global Marketing ✓Multilateral trade agreements ✓Converging market needs and wants ✓Transport and communication improvements ✓Product development costs ✓Leverage • Experience transfers • Scale economies • Resource utilization 1-11 Restraining Forces Affecting Global Integration and Global Marketing ✓Management myopia ✓Organizational culture ✓National controls ✓Opposition to globalization 1-12 MKTG 3375 GLOBAL PRODUCTS 1 Basic Product Concepts • A product is a good, service, or idea • Product types ✓Industrial goods ✓Consumer goods –Convenience goods –Unsought goods –Shopping goods –Specialty goods 2 Packaging & Labeling • Consumer Packaged Goods are a variety of products whose packaging protects or contains the product from production to the end user ➢What roles does packaging serve? • Labeling provides consumers with various types of information ➢Regulations differ by country regarding various products • Global marketers must understand the importance of visual aesthetics 3 Branding & Brand Equity • Bundle of images and experiences in the customer’s mind • Brand Equity is the total value that accrues to a product as a result of investments in the marketing of the brand 4 Brand Equity Benefits • Greater loyalty • Less vulnerability to marketing actions and crises • Larger margins • More inelastic consumer response to price increases • More elastic consumer response to price decreases • Increased marketing communication effectiveness 5 Branding Strategies • Multi-branding • Multi-product (Brand extension) • Combination or tiered branding • Co-branding 6 Local versus Global Brands • Local Brands - Brands that have achieved success in a single national market • International Brands - Products and brands offered in several markets in a particular region • Global Products meet the wants and needs of a global market and are offered in all world regions • Global Brands have the same name and similar image and positioning throughout the world 7 Product/Brand Matrix 8 Country of Origin as a Brand Element •Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries 9 Exercise • Identify some countries that have a positive impact on your buying decisions. • Why do these countries have this effect on you? • Identify some countries that have a negative impact on your buying decisions. • Why do these countries have this effect on you? • As a marketer, how might knowledge of the these perceptions effect your strategy? 10 Extend, Adapt, Create: Strategic Alternatives in Global Marketing Strategy 5: Innovation 11 How to Choose a Strategy? • Managers face two types of errors: • NIH “Not Invented Here” • Ethnocentrism • The product itself • The market • Adaptation and manufacturing costs the company will incur 12 Video • McDonalds Global and Local Strategy 13 MKTG 3375 MARKET ENTRY STRATEGIES Investment Cost of Marketing Entry Strategies 2 Which Strategy Should Be Used? It depends on: • Vision • Attitude toward risk • Available investment capital • How much control is desired 3 Export Selling vs. Export Marketing • Export selling involves selling the same product, at the same price, with the same promotional tools in a different place • Export marketing tailors the marketing mix to international customers 4 Organizational Export Activities 1. 2. 3. 4. The firm is unwilling to export The firm fills unsolicited export orders (export seller) The firm explores the feasibility of exporting The firm exports to one or more markets on a trial basis 5. The firm is an experienced exporter to one or more markets 6. The firm pursues country- or region-focused marketing 7. The firm evaluates global market potential for the “best” target markets 5 Key Corporate Export Stages Awareness Interest Trial Adaptation Demand Evaluation 6 Potential Export Problems 7 Government Programs that Support Exports • Tax incentives • Subsidies • Governmental assistance • Free trade zones 8 Governmental Actions to Discourage Imports and Block Market Access • Tariffs • Import controls (Quotas) • Nontariff barriers (hidden) 9 Other Duties and Import Charges • Anti-dumping Duties • Countervailing Duties offset subsidies of the exporting country • Variable Import Levies apply to agriculture • Temporary Surcharges protect local industries and are used to adjust balance of payment deficits 10 Key Export Participants • Foreign purchasing agents • Export brokers • Export merchants • Export management companies • Manufacturer’s export agent • Export commission representative • Cooperative exporter • Freight forwarders 11 Licensing • A contractual agreement whereby one company (the licensor) makes an asset available to another company (the licensee) in exchange for royalties, license fees, or some other form of compensation • Special licensing arrangements: • Contract manufacturing • Franchising 12 Advantages to Licensing • • • • Requires little initial investment Method of circumventing tariffs and other barriers Attractive ROI Licensees have autonomy to adapt products Disadvantages to Licensing • Limited market control • Returns may be lost • The agreement may be short-lived • Licensee may become competitor • Licensee may exploit company resources 13 Investment • Partial or full ownership of operations outside of home country –Foreign Direct Investment (FDI) • Forms – Joint ventures – Minority or majority equity stakes – Outright acquisition 14 Joint Ventures • Advantages – Allows for risk sharing (financial and political) – Provides opportunity to learn new environment – Provides opportunity to achieve synergy by combining strengths of partners – May be the only way to enter a market • Disadvantages – Requires more investment than a licensing agreement – Must share rewards as well as risks – Requires strong coordination – Potential for conflict among partners – Partner may become a competitor 15 Investment via Equity Stake or Full Ownership • Start-up of new operations –Greenfield investment • Merger with an existing enterprise • Acquisition of an existing enterprise 16 Global Strategic Partnerships • Possible terms: • Collaborative agreements • Strategic alliances • Strategic international alliances • Global strategic partnerships 17 Characteristics of Global Strategic Partnerships • Participants remain independent following formation of the alliance • Participants share benefits of alliance as well as control over performance of assigned tasks • Participants make ongoing contributions in technology, products, and other key strategic areas 18 Five Attributes of True Global Strategic Partnerships • Two or more companies develop a joint longterm strategy • Relationship is reciprocal • Partners’ vision and efforts are global • Relationship is organized along horizontal lines (not vertical) • When competing in markets not covered by alliance, participants retain national and ideological identities 19 Videos • Entry Mode Decision – French Cakes • Standardization versus Adaptation • Nike Sweatshop • Bhopal Disaster 20 MKTG 3375 CULTURAL ENVIRONMENT Team Think • In a few sentences, define the term culture. • Identify aspects of culture that might be of interest to an international company, and give examples to illustrate the importance of these various aspects. 2 Consumer Culture Culture – ways of living, built up by a group of human beings, that are transmitted from one generation to another “Culture is the collective programming of the mind that distinguishes the members of one category of people from those of another.” ~Geert Hofstede A nation, an ethnic group, a gender group, an organization, or a family may be considered as a category. 3 Global Consumer Culture Global consumer cultures are emerging –Persons who share meaningful sets of consumption-related symbols –For example, pub culture, coffee culture, fast-food culture, credit card culture, and soccer culture Primarily the product of a technologically interconnected world –Internet –Satellite TV 4 Task of Global Marketers • Study and understand the cultures of countries in which they will be doing business • Understand how an unconscious reference to their own cultural values, or self-reference criterion, may influence their perception of the market • Incorporate this understanding into the marketing planning process 5 Social Institutions Culture is acted out in social institutions ✓Family ✓Education ✓Religion ✓Government ✓Business These institutions function to reinforce cultural norms 6 Material and Nonmaterial Culture Culture is both physical and nonphysical Physical Culture Abstract Culture –Clothing –Tools –Decorative art –Body adornment –Homes –Religion –Perceptions –Attitudes –Beliefs –Values 7 Religion ✓The world’s major religions include Buddhism, Christianity, Hinduism, Islam, and Judaism ✓Is an important source of beliefs, attitudes, and values. ✓Religious tenets, practices, holidays, and history impact global marketing activities. 8 Aesthetics • The sense of what is beautiful and what is not beautiful • What represents good taste as opposed to tastelessness or even obscenity • Visual–embodied in the color or shape of a product, label, or package 9 Rituals • Patterns of behaviour and interaction that are learned and repeated over time. • Primary elements: ✓Actors ✓Script ✓Audience ✓Artifacts 10 Team Activity • Come up with a new holiday and describe its primary ritual. • Be sure to describe your ritual along the following dimensions: ✓Actors ✓Script ✓Audience ✓Artifacts • The class will vote on the most creative holiday/ritual. • What are the marketing implications of your ritual? 11 Language and Communication Semiotics — the study of signs and their meanings ✓Semiotics includes both spoken and unspoken language ✓Unspoken language includes gestures, touching, body language ✓Spoken language has four areas: 1. Syntax 2. Semantics 3. Phonology 4. Morphology 4-12 Pronunciation Problems (examples) • Colgate in Spanish means “go hang yourself” • IKEA hired linguists to rename products in Thailand because they had sexual connotations • Whirlpool spent large sums on advertising only to find out that French, Italian & German consumers could not pronounce the brand name • Diesel brand name was chosen because it is pronounced the same in all languages 4-13 Hofstede’s Cultural Typology • Individualism/Collectivism • Power Distance • Uncertainty Avoidance • Achievement/Nuturing (aka Masculinity) • Long-term Orientation 14 Team Activity Thinking about Hofstede’s 5 cultural dimensions, brainstorm ways that marketing would differ (either the marketing mix or the marketing process) at the extremes along each dimension. For example, in what ways would marketing to a culture high in Individualism differ from marketing to a culture low in Individualism. The 5 dimensions are: • Individualism–collectivism • Power distance • Uncertainty avoidance • Gender-role orientation • Long-term versus short-term orientation 15 MKTG 3375 ECONOMIC ENVIRONMENT The World Economy—An Overview • In the early 20th century economic integration was at 10%; today it is 50% • EU and NAFTA are very integrated • Global competitors have displaced or absorbed local ones 2 The World Economy—An Overview The new realities: • Capital movements have replaced trade as the driving force of the world economy • Production has become uncoupled from employment • The world economy, not individual countries, is the dominating factor • The struggle between capitalism and socialism began in 1917 is over • E-Commerce diminishes the importance of national barriers and forces companies to re-evaluate business models 3 Characteristics of Economic Systems • Stage of market development • Type of Government • Trade and capital flows • Control of transportation, communications & energy sectors • Services provided by the state or state funded • Institutions • Markets Video: Crash Course - Economic Systems 4 Economic Systems Resource Allocation Private Resource Ownership State Market Command Market Capitalism Centrally Planned Capitalism Market Socialism Centrally Planned Socialism Globalization has made it harder to pigeonhole economies within the four-cell matrix 5 Economic Freedom • Rankings of economic freedom among countries • “free” “mostly free” “mostly unfree” “repressed” • Variables considered include such things as: • • • • • • • Trade policy Taxation policy Capital flows and foreign investment Banking policy Wage and price controls Property rights Black market 6 Economic Freedom — 2015 Rankings Free 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Hong Kong Singapore New Zealand Australia Switzerland Canada Chile Estonia Ireland Mauritius Denmark United States Repressed 169. 170. 171. 172. 173. 174. 175. 176. 177. 178. Argentina Republic of Congo Iran Turkmenistan Equatorial Guinea Eritrea Zimbabwe Venezuela Cuba North Korea Not ranked: Afghanistan, Iraq, Kosovo, Libya, Liechtenstein, Somalia, Sudan, Syria 7 Stages of Market Development • The World Bank has defined four categories of development using Gross National Income (GNI) as a base • Today, the focus is on BRICS emerging markets: Brazil, Russia, India, China and South Africa 8 World Economic Pyramid 9 (1) Low-Income Countries (or subsistence economies) • GNI per capita of $1,045 or less • Characteristics –Limited industrialization –High percentage of population in farming –High birth rates –Low literacy rates –Heavy reliance on foreign aid –Political instability and unrest –Concentrated in Sub-Saharan Africa 10 (2) Lower-Middle-Income Countries • GNI per capita: $1,046 to $4,125 • Characteristics –Rapidly expanding consumer markets –Cheap motivated labor –Mature, standardized, labor-intensive industries like footwear, textiles and toys • India is the only BRIC nation in this category 11 (3) Upper-Middle-Income Countries (or industrializing economies) GNP per capita: $4,126 to $12,745 Characteristics: •Rapidly industrializing, less agricultural employment •Increasing urbanization •Rising wages (but lower wage costs than in advanced countries •High literacy rates and advanced education •BRICS: Brazil, China, South Africa fall in this group 12 Mistaken Assumptions about Least Developed Countries (LDCs) 1. The poor have no money. 2. The poor will not “waste” money on nonessential goods. 3. Entering developing markets is fruitless because goods there are too cheap to make a profit. 4. People in BOP (bottom of the pyramid) countries cannot use technology. 5. Global companies doing business in BOP countries will be seen as exploiting the poor. 13 (4) High-Income Countries (or industrialized countries) • GNI per capita: $12,476 or more • Characteristics: • Sustained economic growth through innovation • Service sector is more than 50% of GNI • Households have high ownership levels of basic products • Importance of information processing and exchange • Ascendancy of knowledge over capital, intellectual over machine technology, scientists and professionals over engineers and semiskilled workers 14 Class Activity The seven criteria for describing a nation’s economy are as follows: • • • • • • • Stage of market development Type of Government Trade and capital flows Control of trans, comm, & energy sectors Services provided by the state Institutions Markets 1. Use the seven criteria to develop a profile of (1) Canada and (2) one of the BRICS countries. 2. What implications does this profile have for marketing opportunities in the BRICS country? 15 Product Saturation Levels • The percent of potential buyers or households who own a product • India: 20% of people have telephones • Autos: 1 per 43,000 Chinese, 21 per 100 Poles, 49 per 100 EU adults, 8 per 1,000 in India, 200 out of 1,000 in Russia, 565 out of 1,000 in Germany • Computers: 1 PC per 6,000 Chinese; 11 PCs per 100 Poles; 34 PCs per 100 EU citizen 16 Balance of Payments • Record of all economic transactions between the residents of a country and the rest of the world • Current account–record of all recurring trade in merchandise and services, and humanitarian aid • trade deficit—negative current account • trade surplus—positive current account • Capital account–record of all long-term direct investment, portfolio investment, and capital flows 17 GATT & WTO • General Agreement on Tariffs and Trade • Treaty among nations to promote trade among members established in 1947 • Handled trade disputes • Replaced by World Trade Organization (WTO) in 1995 • Forum for trade-related negotiations among 160 members • Serves as a dispute mediator • Has enforcement power & can impose sanctions 18 Preferential Trade Agreements • Many countries seek to lower barriers to trade within their regions • PTAs give partners special treatment and may discriminate against others • Over 300 PTAs have been notified to the WTO 19 Economic Integration • Economic Integration – process whereby countries coordinate to reduce trade barriers • Trading Bloc – a group of countries that join together and agree to increase trade between themselves • Success of blocs depend on: ✓Leadership ✓Proximity ✓Commitment to cooperation 20 Levels of Economic Integration Economic Union – economic/political harmonization Common Market – factor movement Customs Union – common external tariffs Free Trade Agreement – abolish tariffs 21 Economic Union Full evolution of economic union ✓creation of unified central bank ✓use of single currency ✓common policies on issues such as agriculture, social policy, transport, competition, mergers, taxation ✓requires extensive political unity ✓would lead to a central government in time 22 North America—NAFTA • NAFTA established as a free trade area in 1994 • All three nations pledge to promote economic growth through tariff reductions and expanded trade and investment • No common external tariffs • Restrictions on labor and other movements remain 23 NAFTA Income and Population 24 U.S. Goods Exports in 2014 $1.6 Trillion 25 U.S. Goods Imports in 2014 $2.3 Trillion 26 The European Union (EU) • Initially began with the 1958 Treaty of Rome • Objective is to harmonize national laws and regulations so that goods, services, people, and money could flow freely across national boundaries • 1991 Maastricht Treaty set stage for transition to an economic union with a central bank and single currency (the Euro) 27 European Union • 28 countries • 450 million people • $15 trillion GNI • Euro currency, 1999 • Harmonization of laws and regulations • Price transparency • No customs at national borders 28 European Union 29 Latin America: SICA, Andean Community, Mercosur, CARICOM • Includes the Caribbean, Central, and South America • History of no growth, inflation, debt, and protectionism has given way to free markets, open economies, and deregulation • Some concern for further growth with the rise of left-leaning politicians 30 Central American Integration System (SICA) • El Salvador, Honduras, Guatemala, Nicaragua, Costa Rica, and Panama • Moving towards a common market • Common External Tariff of 0 to 15% •Retains tariffs on goods also produced in importing country 31 DR-CAFTA • SICA members El Salvador, Honduras, Guatemala, Nicaragua, Costa Rica joined the Dominican Republic and the United States in a FTA • 80% of US goods and 50% + of agricultural goods are duty free • Paperwork is reduced • Reduced risks mean more direct foreign investment 32 Andean Community • Bolivia, Colombia, Ecuador, Peru • 45th anniversary in 2014 • Customs Union • Abolished foreign exchange, financial and fiscal incentives, and export subsidies • Established common external tariffs 33 Common Market of the South (MERCOSUR) • Argentina, Brazil, Paraguay, Uruguay, Venezuela • Customs union, seeks to become common market • Internal tariffs eliminated • Established common external tariffs up to 20% • In time, factors of production will move freely through member countries • Bolivia, Chile, Ecuador, Peru • Associate members • Participate in free trade area but not customs union 34 CARICOM Founded in 1973 by 15 members 17 million population Stagnant for 20 years Customs Union in 1991 with common external tariffs • Rejected the idea of a economic union in 1998 as a single currency would not be especially beneficial. •Caribbean Basin Trade Partnership Act exempts textile and apparel exports to the U.S. market access from duties and tariffs. Caribbean Basin Initiative of 20 nations includes CARICOM. • • • • 35 Asia-Pacific: The Association of Southeast Asian Nations (ASEAN) • Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand, Vietnam • Top trading partners U.S., Japan, EU, China • Geographically close; historically divided • “ASEAN plus six” (Japan, China, Korea, Australia, New Zealand, India) working towards an economic community • China/ASEAN FTA established in 2010 removes 90% of tariffs on traded goods 36 The Middle East • Afghanistan, Bahrain, Cyprus, Egypt, Iran, Iraq, Israel, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia, Syria, the United Arab Emirates, Yemen • Primarily Arab, some Persian and Jews • 95% Muslim, 5% Christian and Jewish • Wide variation in Economic Freedom rankings • Bahrain is 18th, UAE is 25th, Saudi Arabia is 77nd • Oil prices drive commerce • 25% of world’s oil in Saudi Arabia • Arab Spring 2011 37 Gulf Cooperation Council •Established in 1981 by 6 countries with 45% of world’s oil, only 18% of output •These countries are attempting to diversify industries 38 Africa • 54 nations over three distinct areas – Republic of South Africa – North Africa – Black Africa or sub-Saharan Africa • Mena: Middle East and North Africa –Viewed as a regional entity • Regional agreements – Economic Community of West African States – East African Cooperation – South African Development Community 39
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Executive Summary of Articles
Article Title: 18 Global Marketing Trends and Predictions from International C-Level
Leaders
As discussed at length in Chapter one, introduction to global marketing that it requires
marketing strategies and also standardization. This article now by Forbes documents some global
marketing and their predictions. These trends and predictions are critical to any global marketer,
where one is required to study their market and be able to use trends for marketing strategy.
According to author Kimberley A. Whitler she spent much of her time in China speaking
to C-level leaders in various industries to learn their marketing strategies. The author believes
that there are a lot of things that the West industry leaders can learn from their East counterparts.
Most importantly, according to the author’s reporting China believes that marketing requires
connection and content, especially in the internet economy. The internet economy is controlling
global marketing in large way, and the success of a global marketer is to see how they can
connect their content with the target market. Internet economy is a significant aspect of global
marketing which not just global business leaders are investing in, but also small scale business.
Hence, digital marketing in this modern era ones of the most significant trend that cannot be
ignored in global marketing.
Kimberley A. Whitler (n.p) further notes in her article information asymmetry that has
existed between the brand and consumers are fundamentally changing due to technological
development. The author says that in the past, global marketers relied heavily on information
asymmetry to market their products global, but that today is changing, because the global
consumer is able to access information on their own. The technological development is what has
brought internet economy and on the internet consumers access all the information about brands.
Hence, the author implies that global marketers need to change their tact, because in this
contemporary age, consumers are no longer deprived on brand information. As a result, global
marketing has to come to terms with the fact that information asymmetry is long gone, and
perhaps develop other strategies to brand their products so that the global consumer can be
attracted to it.
According to the author, Cheng Gang the advertising departmental head at Beijing
University states that in 2018, there will be a line of division that would separate the digital tech
adopters and those who would stick to status quo (Kimberley, n.p). This line of division is
critical in global marketing, in the sense that those businesses that fail to adopt digital technology
in their business are not likely to compete favorably with those that adopt it. From the global
marketing perspective, this line of division is not healthy for businesses going global, because it
generally disadvantages firms that fail to adopt digital tech. In essence, what the writer of this
article insinuates is that businesses that target global markets needs to advance their technology,

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and be able to keep up with the technological advancements in order to compete favorably in the
global market, which in all probability is technologically changing.

Article related to Cultural Environment: Women Can Drive Now in Saudi Arabia. Here’s
What They Still Can’t Do
Cultural environment has a significant influence on global marketing. A manufacturer
targeting the global consumers must be keen on the culture of various consumers in different
regions or countries. The article brings out clearly the aspect of culture and how its shapes
consumption or global marketing by focusing on the royal decree in Saudi Arabia that has
allowed women to own and drive vehicles. For many years, Saudi Arabian women were not
allowed to drive, and the ban from an economic perspective was an issue of global marketers. If
women are not allowed to drive, and there are part of the Saudi Arabian, market then as a global
marketer one sees less market for vehicles. consumers have a culture of buying a product they
can use by themselves, but in this case the ban previously must have affected the buying of
vehicles especially by women because of they could be allowed to drive them.
The author, Vogelstein, (n.p) notes that the ban lift is an economic bet, because the Saudi
Arabia‘s oil-based economy is taking a shift to modern economy. The women in this country are
educated and they have a significant role to play in building an economy, and therefore denying
the some other economic rights due to religion or culture is retrogressive. Further, the article
notes that to achieve the transformation from oil-based economy to a modern one, women are
required to play a crucial role and therefore the need of observing their rights as consumers must
be prioritized.
The author still notes that the legal regime of Saudi Arabia, has cultivated a culture that
sees women as minors. The women cannot travel abroad, or carry out their businesses
individually without the involvement of men. The patriarchal belief system in Saudi Arabia is
deep that women to some large extent are rendered moribund in economic participation. If a
woman cannot independently apply for a passport or travel abroad, then the economi...


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