Pregrado

SESSION 09:
Analysis of the cultural and economic environment in
the country of destination. International marketing
plan: product decisions and pricing.
Apply the plan international
marketing from the planning
and diagnosis process
situational.
Analysis of the cultural
environment.
Analysis of the economic
environment.
 Cultural
analysis

 FUN FACT: In Japan, a 20% decrease in the birth rate

1966: Year of the Fire Horse (c/60 years)

Belief:
Women born that year will lead unhappy lives and
possibly murder their husbands

Registration of birth rates, Abstinence, abortions and

illicit amendments to the acts of birth

Consumption: diapers, toys, school services, universities and others.

 Environment cultural

• Values
• Rituals
Cultural • Symbols
Elements
• Beliefs
• Thought
processes

Marketing executives must design products, distribution

systems and promotional programs based on these elements.
Cultural
elements

Values cultural
Rituals
Set of ideas, considerations and
Patterns of behavior and
ideals that identify a society; such
interaction that are learned and
as national identity, tradition,
repeated, eg marriage
religiosity, justice, freedom,
ceremonies, graduations and
equality and others.
funerals.
 Cultural elements

Beliefs: Set of knowledge or

Symbols:The most widely
used symbol system is
language. Linguistic distance
is an important factor in
determining value differences
between countries and the
amount of trade between
countries. nations.
The products new since his developing until his promotion Y sale require from more consideration of
experience for which there is
no evidence, generally
related to religion or
superstition, for example, the
Western aversion to the
number 13 has to do with the
fact that Jesus sat at the
table with his 12 disciples at
the Last Supper
the factors cultural
Thought processes: Ways
of thinking in different
cultures vary. The
Researcher Richard Nisbett
in his book The Geography of
Thought discusses the
differences between Asian
and Western thought.
 Analysis of the economic
environment in the
destination country

 Analysis of the economic

environment.
Economic environment:
market characteristics
Economic environment:
population income
Economic Environment:
Infrastructure

The availability and quality of an

infrastructure are important in
evaluating marketing operations in
abroad.

Transport, communications and

energy. Indicators such as the
consumption of steel, the
production of cement and
electricity are related to the
overall industrialization of market.
Economic environment:
market characteristics
Impact of the economic environment on development Social

Social indicators: urban population, life

expectancy, number of doctors per capita,
literacy rate, percentage of the population with
access to electricity.

Cultural indicators can be used: number of

public libraries, published books, number of
daily newspapers.

The quality of life index is a composite measure

of the level of well-being in a country.
• Life expectancy, infant mortality and adult literacy.
Stages of economic
development

Economic development is understood as an

increase in national production , which is reflected
in an increase in the average gross domestic
product (GDP) or gross national income (GNI) per
capita and a more general distribution of that high
income. Economic development means rapid
growth in decades, as well as increases in the
demand for consumption.
The relationship between the
economic level of a country
and the marketing task

The company that sells abroad must adjust its marketing task to the level economic
of a country.

The stage of economic growth within a country affects attitudes toward foreign trade ,
demand for goods, distribution systems, and the entire process of growth. marketing.

Marketing faces the challenge of detecting new levels of consumption and satisfying them.
The level of economic development dictates the type and degree of potential that the market
holds; while the company's knowledge of the dynamism of the economy allows the marketing
expert to prepare for economic changes and markets emerging.
Stages of economic development
Factors of economic growth

The factors that were present during the economic growth of the Newly Industrialized Countries
(Chile, Brazil, Mexico, South Korea, Singapore and Taiwan) They were:

 Political stability of the norms that affected their increase.

 Entrepreneurial initiatives .- seed of new growth economic.

 Planning .-the existence of a central plan linked to policies specific.

 Outward orientation .-for export markets with improved efficiency for to compete.

 Factors of production .- an environment that allowed the entry of these factors from abroad to
direct them to the objectives of growth.

 Industries outlined for growth .- directed resources to promising sectors to promote

better positions in world markets.

 Privatization of parastatal companies.-which freed up capital to invest in areas strategic.

 Large and accessible markets.- USA, Europe, and many other nations of the world (WTO).
Disney case: How to make culture
work for MKT success

Culture should be seen as an opportunity to ensure the

success of the marketing

embrace the culture local.

Build up relations.

Hiring local employees to gain knowledge cultural.

Help employees understand.

Adapt products and processes to markets local.

coordinate by region.