Chapter Ten Local Marketing in Emerging Markets. Market analysis marketing infrastructure, income levels, currency convertibility Product strategy simplified,

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Chapter Ten Local Marketing in Emerging Markets

Market analysis marketing infrastructure, income levels, currency convertibility Product strategy simplified, low-cost line; some high-end opportunities Pricing balance between skimming/penetration, innovation required Promotion limited media, less clutter, importance of visual images Distribution and Service key factor, imagination required, personal service

Emerging Markets: Success Strategies Seek compatible objectives Help develop local industry Be sensitive to local cultures and values Provide training across functional areas Contribute to social development Document contributions Adopt long term perspective

Local Marketing in Russia and Eastern Europe Common conditions basic needs satisfied, education & social control, new free market Political and legal factors commercial law developing, political risk, view of free market Market analysis Ethnic divisions, emerging segments

Local Marketing in Russia and Eastern Europe (cont_) Product and price ambivalence about local products, low price Vs first mover decisions Promotion media availability, education for new products, credibility Distribution weak marketing and skills infrastructure, educational role

Marketing in China Entry barriers import licenses, tariffs, currency controls, trading companies Role of Hong Kong’s trading companies Joint ventures encouraged Special economic zones Importance of personal contacts

Marketing in India Socialist era ( ) of market control Liberalization (1980-present), political risk Dual market, large emerging middle class Resurgence of domestic brands

Chapter Terms and Essay Terms Ethnic market segmentation, dual income distribution, Special Economic Zones, Hong Kong traders, counterfeit products, educating middlemen Essay How do emerging markets differ from mature and new growth markets. Using one of the three areas discussed in the text as an example, explain the challenges involved in competing in mature markets.

This Bud’s for You video What firm-specific advantages are at issue here for Anheuser Busch? for Budejovice Budvar? What entry method did Anheuser Busch attempt to employ in this situation? Why did the firm select this approach? How did Budejovice Budvar respond to this effort? Why?

Chapter Ten Local Marketing in Emerging Markets

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