Chapter 17

Technological Development’s And International Marketing

International Marketing Chapter-17 Technological

Development’s And International Marketing

Objectives

What is the role of technology in globalizationWhat is E-marketingWhat are the components of supply chainHow to target individual customer, beyond segmentation

International Marketing Chapter-17 Technological

Development’s And International Marketing

Introduction

Technology is a powerful driving force of globalization.Several barriers to globalization have been removed or significantly reduced by technological advances.

International Marketing Chapter-17 Technological

Development’s And International Marketing

The Death Of Distance: Technology And Competitiveness

Technology has in fact been a very important compelling and facilitating factor of globalization.The technology revolution has immensely facilitated globalization.The pace of globalization has been accelerated by several enabling technologies.The IT revolution has made an enormous contribution to the emergence of the global village. International Marketing

Chapter-17 Technological Development’s And International

Marketing

Who Really Benefit From The IT And Communication Revolution ?

Financial dealersMultinational corporationsNGOs on-line can campaign around the worldSkilled laborUnskilled labor

International Marketing Chapter-17 Technological

Development’s And International Marketing

Technology And Competitive Advantage

Technology is one of the eight factors considered by the World Economic Forum to evaluate the global competitiveness of nations.Innovation is a very important factor that provides competitive advantage and consequently, determines success.

International Marketing Chapter-17 Technological

Development’s And International Marketing

E-Marketing

The internet and the world wide web have revolutionized the speed, dimensions and volume of information search and dissemination and global business.E-business describes the use of electronic means and platforms to conduct a company business. International Marketing

Chapter-17 Technological Development’s And International

Marketing

The advent of the internet has greatly increased the ability of companies to conduct their business faster, more accurately, over a wider range of time and space, at reduced cost, and with the ability to customize and personalize customer offering.

International Marketing Chapter-17 Technological

Development’s And International Marketing

Benefits Of Internet To Business

1. Global reach 2. Enhanced value proposition3. Improved operational efficiency4. Streamlined supply chains5. Better connectivity6. Making everything faster7. Death of distanceInternational Marketing

Chapter-17 Technological Development’s And International

Marketing

Components Of The Global Electronic Supply Chain

The supply chain identifies the complete process of providing goods and services to the final user.It includes all parties and logistics operations from supplier to customer within a single system.The scope of the supply chain includes procurement, production and distribution operations.

International Marketing Chapter-17 Technological

Development’s And International Marketing

The supply chain extends across organizational boundaries.It is coordinated through an information system accessible to all members.The primary objective of the supply chain is service to customers. This must be balanced against costs and assets.Objectives of individual supply chain members are achieved through the performance of the chain as a whole.International Marketing

Chapter-17 Technological Development’s And International

Marketing

The Important Components Of This Value Chain

Context suppliersSales agentsPurchase agentsMarket makersPayment and logistic specialists

International Marketing Chapter-17 Technological

Development’s And International Marketing

Targeting The Individual Customer: Beyond Segmentation

The last half a century or so has witnessed the steady progression from mass marketing to segmented marketing to niche marketing to the individualized marketing.Individualized marketing has been strengthened by the development of customer relationship marketing (CRM).Database marketing is an essential ingredient of CRM.

International Marketing Chapter-17 Technological

Development’s And International Marketing

SummaryTechnological revolutions in the spheres of transport and communication has reduced the drawbacks of natural barriers like distance and cost.The main objective of supply chain is to deliver products to market with variety, responsiveness, timeliness and efficiency.Internet has opened up new facilities for creating a relationship with global customers, potential customers, suppliers and channel members. International Marketing

Chapter-17 Technological Development’s And International

Marketing