Вы находитесь на странице: 1из 20
New Issues in Marketing Globalisation

New Issues in

Marketing
Marketing

Globalisation

Fundamentals of International Marketing
Fundamentals of International Marketing

When business crosses the borders, it becomes complex

Environmental and Cultural dynamics of global markets

Main Functions in International Marketing
Main Functions in International Marketing
  • Choosing the basic route

  • Market Selection and Product Selection

  • Selection of Distribution Channels

  • Developing pricing Strategy

  • International Marketing Strategy

  • International Marketing Communication

  • Mastering the procedural complexities

  • Organisational Adaptations

  • Handling Business Ethics

Consumerism- Definition  Consumerism, the "social movement seeking to augment the rights and power of buyers
Consumerism- Definition
Consumerism, the "social movement
seeking to augment the rights and power
of buyers in relation to sellers," (Kotler,
1972)
It is manifest in new laws, regulations, and
marketing practices, as well as in new

public attitudes toward government and business.

New Issues in Marketing Consumerism

New Issues in

Marketing
Marketing

Consumerism

Consumerism- Definition  Marketing concept  Consumerism is a social and economic order that is based
Consumerism- Definition
Marketing concept
Consumerism is a social and economic order
that is based on the systematic creation and
fostering of a desire to purchase goods or
services in ever greater amounts.
In economics, consumerism refers to
economic policies placing emphasis on
consumption.
In an abstract sense, it is the belief that the
free choice of consumers should dictate the
economic structure of a society
Consumerism  The movement seeking to protect and inform consumers by requiring such practices as honest
Consumerism
The movement seeking to protect and
inform consumers by requiring such
practices as honest packaging and
advertising, product guarantees, and
improved safety standards"
or alternatively: "The theory that a
progressively greater consumption of
goods is economically beneficial".
Consumerism  Consumers are disenchanted with the marketing system.  Symptomatic of consumers' malaise are complaints
Consumerism
Consumers are disenchanted with the
marketing system.
Symptomatic of consumers' malaise are
complaints about rising prices, demands
for improved products and services,
suggestions for improving the adequacy of
product information, and concern for the
physical environment
Consumerism  Consumerism and Public Policy-when is Governmental intervention necessary?  What form does Governmental intervention
Consumerism
Consumerism and Public Policy-when is
Governmental intervention necessary?
What form does Governmental
intervention take?
Consumer movement had its conspicuous
beginning and took up momentum in the
US
1962- JFK and consumer rights
Ralph Nader- “Unsafe et any speed”
Consumerism in India “ Consumerism actually should be, must  be and I hope will be
Consumerism in India
“ Consumerism actually should be, must
be and I hope will be the opportunity of
marketing. This is what we in
marketing have been waiting for”
Peter Drucker
     

Consumerism in India

 
   

 

India is a developing economy.

   
 

Not all Indian consumers are well educated.

Consumers are often exploited, misled by

 

deceptive advertisements, packaging poor after sales service, adulteration, price collusion and so on.

 

Liberalization and competition

 

Survival of the fittest

Situational Factors  Situational Factors that aided unethical marketing-  Vastness of the country  Imbalance
Situational Factors
Situational Factors that aided unethical
marketing-
Vastness of the country
Imbalance in income distribution
Backwardness, illiteracy , ignorance
Lack of education and information
Indian consumers get carried away by
clever advertising
Reasons behind the rise  Reasons behind the rise of consumerism in India-  Imbalance in
Reasons behind the rise
Reasons behind the rise of consumerism in
India-
Imbalance in demand and supply of
commodities----- leading to hoarding, black
marketing, profiteering
Low literacy levels and lack of awareness
of rights encourages businessmen to be
indifferent to consumers
Reasons behind the rise  Reasons behind the rise of consumerism in India-  Lack of
Reasons behind the rise
Reasons behind the rise of consumerism in
India-
Lack of effective competition
Consumerism is still in its infancy
Legal framework is time consuming and
tiresome
Lamentable state of public sector
monopolies
 

Remedies

   
   

 

Active participation from the business,

Government and consumers.

   
 
 

Business must ensure efficiency in production

 

and quality of output and must refrain from Unfair Trade Practices

 

Government through legislations, statutory

bodies etc prevent exploitation of consumers.

Consumers should assert their rights and

 

protect themselves from business

malpractices

Consumer protection in India

   
   
   

Marketing concept has to be broadened to

 

 
 

include the societal marketing concept.

TATA Steel

 

Lifebuoy's “Swasthya Chetna

Tata Tea's Jaago Re! campaign

Changes in the attitude of Indian consumers

   
   

 

The attitude of Indian consumers has

   

undergone a major transformation over the

 
 

last few years.

He wants to lead a life full of luxury and

 

comfort.

He wants to live in present and does not

 

believe in savings for the future.

He is open to the idea of consumption and a better lifestyle.

An increase in their income level due to high

rate of industrialization, growth of services sector and better employment opportunities

Consumer Awareness
Consumer Awareness
Consumer Awareness
Thank You
Thank You
Thank You