Chapter Six The International Environment of Internet Marketing

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Chapter Six The International Environment of Internet Marketing Copyright © Houghton Mifflin Company. All

Chapter Six The International Environment of Internet Marketing Copyright © Houghton Mifflin Company. All rights reserved.

Chapter Six Learning Objectives • To learn how international orientation affects internet marketing strategy

Chapter Six Learning Objectives • To learn how international orientation affects internet marketing strategy • To understand why marketing internationally is more complex than solely domestic internet marketing • To determine the current status of major international Internet markets • To appreciate the importance of international issues that concern Internet marketers Copyright © Houghton Mifflin Company. All rights reserved. 2

International Orientation • International Internet marketing – International marketing in electronically mediated environments •

International Orientation • International Internet marketing – International marketing in electronically mediated environments • Internet, web, intranets, extranets • International strategy – Exclusionary = solely domestic home-country – Inclusionary = attempting to target, reach, interact, and trade internationally Copyright © Houghton Mifflin Company. All rights reserved. 3

International Orientation (cont’d) Factors That Affect International Orientation Current Strategy Customer Demand Market Offer

International Orientation (cont’d) Factors That Affect International Orientation Current Strategy Customer Demand Market Offer Orientation Management Competitors Serendipity Copyright © Houghton Mifflin Company. All rights reserved. Domestic Economic Conditions 4

Figure 6 -1: International Internet Marketing Involvement

Figure 6 -1: International Internet Marketing Involvement

Selecting International Markets • Desirability depends to a great extent on the match between

Selecting International Markets • Desirability depends to a great extent on the match between – A business’s goals and resources – The market’s potential and risks • Target based on – – Serendipity (unexpected buyers) Current buyers Economic factors Internet readiness Copyright © Houghton Mifflin Company. All rights reserved. 6

Selecting International Markets (cont’d) • Least-internet-ready areas (LIRAs) – 2 billion people, 35 percent

Selecting International Markets (cont’d) • Least-internet-ready areas (LIRAs) – 2 billion people, 35 percent of world’s population • Internet-ready areas (IRAs) – 3+ billion people, 50 percent of world’s population • Internet leaders (ILs) – 1 billion people, 15 percent of world’s population Copyright © Houghton Mifflin Company. All rights reserved. 7

The International Internet Population • The Americas – Internet leaders United States and Canada

The International Internet Population • The Americas – Internet leaders United States and Canada – Slowly increasing in Mexico, Brazil • Europe – France, Germany, Netherlands, Italy, Sweden, UK are 80 percent of European Internet population – Rapidly growing consumer and business use Copyright © Houghton Mifflin Company. All rights reserved. 8

The International Internet Population (cont’d) • Asia and Oceania – Japan, China, South Korea,

The International Internet Population (cont’d) • Asia and Oceania – Japan, China, South Korea, Australia, New Zealand – China expected to become dominant in the area • Other regions Copyright © Houghton Mifflin Company. All rights reserved. 9

International Issues • Language • Year 2000 marketed turning point for English domination •

International Issues • Language • Year 2000 marketed turning point for English domination • Importance of using local language • U. S. Hispanic market very attractive Copyright © Houghton Mifflin Company. All rights reserved. 10

International Issues (cont’d) • Culture • Behaviors, customs, beliefs, coping mechanisms, art, rituals, language,

International Issues (cont’d) • Culture • Behaviors, customs, beliefs, coping mechanisms, art, rituals, language, other factors • Online culture is an extension of offline culture – – Look and feel of a web site Acceptable colors Measurements and standards Acceptable promotions and pricing Copyright © Houghton Mifflin Company. All rights reserved. 11

International Issues (cont’d) • Sites can be culturally neutral • Culturally local • Culturally

International Issues (cont’d) • Sites can be culturally neutral • Culturally local • Culturally U. S. -Centric • A fully internationalized web site requires culturalization Copyright © Houghton Mifflin Company. All rights reserved. 12

International Issues (cont’d) • • Government intervention Privacy standards Regulation Taxation Censorship Fraud Other

International Issues (cont’d) • • Government intervention Privacy standards Regulation Taxation Censorship Fraud Other factors Copyright © Houghton Mifflin Company. All rights reserved. 13

MARKETING ENVIRONMENT THE MARKETING ENVIRONMENT The Marketing EnvironmentMARKETING ENVIRONMENT THE MARKETING ENVIRONMENT The Marketing Environment
MARKETING ENVIRONMENT Marketing environment Marketing environment is definedMARKETING ENVIRONMENT Marketing environment Marketing environment is defined
Internet marketing What is Internet Marketing Internet marketingInternet marketing What is Internet Marketing Internet marketing
Chapter Six The International Environment of Internet MarketingChapter Six The International Environment of Internet Marketing
ENVIRONMENT ENVIRONMENT Define environment ENVIRONMENT Environment the socialENVIRONMENT ENVIRONMENT Define environment ENVIRONMENT Environment the social
Analyzing Marketing Environment ENVIRONMENT Macro Environment Micro EnvironmentAnalyzing Marketing Environment ENVIRONMENT Macro Environment Micro Environment
MARKET ENVIRONMENT Marketing Environment The marketing environment consistsMARKET ENVIRONMENT Marketing Environment The marketing environment consists
3 The Marketing Environment Marketing Environment The marketing3 The Marketing Environment Marketing Environment The marketing
Internet Marketing BA Marketing MSc International Marketing BrandInternet Marketing BA Marketing MSc International Marketing Brand
Internet Marketing BA Marketing MSc International Marketing BrandInternet Marketing BA Marketing MSc International Marketing Brand
International Marketing Campaigns Online Marketing Opportunities International MarketingInternational Marketing Campaigns Online Marketing Opportunities International Marketing
INTERNATIONAL MARKETING STRATEGY International marketing strategy of MarketingINTERNATIONAL MARKETING STRATEGY International marketing strategy of Marketing