1. The Economic Environment
Chapter 2
The Economic Environment

2. Exhibit 2.1 - The Global Economy

3. Market Characteristics
Population
Population figures can be classified to show specific characteristics of their respective markets.
Age distribution and life expectancy correlate heavily with the level of development of the market.
A household describes all the persons, both related and unrelated, who occupy a housing unit.
The degree of urbanization dictates the nature of the marketing task the company faces, in terms of distribution, market potential, and buying habits.

4. Exhibit 2.3 - World Economic Pyramid

5. Market Characteristics
Income
Income-distribution can be classified as very low family incomes, very low, very high family incomes, low, medium, high family income, and mostly medium family incomes.
Per capita GDP is often used as a primary indicator for evaluating purchasing power.
Purchasing power parities (PPP) show how many units of currency are needed in one country to buy the amount of goods and services that one unit of currency will buy in another country.

6. Market Characteristics
Income
Income figures are useful in the initial screening of markets; however, in product-specific cases, income may not play a major role.
The lack of income in a market may preclude the marketing of a standardized product but, at the same time, provide an opportunity for an adjusted product.

7. Market Characteristics
Consumption patterns
Engel’s laws - As a family’s income increases, the percentage spent on food will decrease, the percentage spent on housing and household operations will be roughly constant, and the amount saved or spent on other purchases will increase.
Product saturation or diffusion provides information on the percentage of households in a market that own a particular product.

8. Market Characteristics
Consumption patterns
General consumption figures must be viewed with caution as they may conceal critical product-form differences.
Inflation affects the buying ability of both industrial customers and consumers, and also introduces uncertainty into both the marketer’s planning process and consumers’ buying habits.

9. Market Characteristics
Infrastructure
Transportation networks by land, rail, waterway, or air are essential for distribution.
Communication systems for marketing include telephones, computers, broadcast media, print media, internet, and wireless technology.
The more extensive the firm’s international involvement, the more it can rely on its already existing support network of banks, advertising agencies, and distributors to assess new markets.

10. Impact of the Economic Environment on Social Development
Factors impeding economic growth:
Infrastructure limits
Labor shortages
Demand for greater political freedom
Environmental destruction
Urban congestion
Spread of drug addiction

11. Impact of the Economic Environment on Social Development
Physical Quality of Life Index (PQLI)
Is a composite measure of the level of welfare in a country.
Is composed of life expectancy, infant mortality, and adult literacy rates.

12. Impact of the Economic Environment on Social Development
Emotional well-being may be determined by:
Quality of social relationships
Enjoyment at work
Job stability
Overall conditions of the country

13. Exhibit 2.9 - Forms of Economic Integration in Regional Markets

14. Levels of Economic Integration
Free trade area
Customs union
Common market
Economic union
European integration
North American integration
Other economic alliances

15. Levels of Economic Integration
Free trade area
Eliminates tariff and quota barriers among member countries.
Each country is free to set its own tariff and quota barriers against nonmember countries.
Is sometimes formed only for certain classes of goods or services.

16. Levels of Economic Integration
Customs union
Tariff and quota barriers among member countries are eliminated.
Establishes a common trade policy with respect to nonmembers, which takes the form of a common external tariff, whereby imports from nonmembers are subject to the same tariff when sold to any member country.

17. Levels of Economic Integration
Common market area
Covers the exchange of goods and services, prohibits duties in exports and imports between members, and adopts a common external tariff with respect to nonmembers.
Factors of production are mobile among members.
Abolishes restrictions on immigration and cross-border investment.
Members must cooperate closely in monetary, fiscal, and employment policies.

18. Levels of Economic Integration
Economic union
Requires integration of economic policies in addition to the free movement of goods, services, and factors of production across borders.
Harmonizes taxation, government spending, and monetary policies.
Establishes a common currency for members.

19. Levels of Economic Integration
European integration
Results in economic growth; sources of growth being:
Elimination of transaction costs.
Economies of scale attained as production becomes concentrated.
More intense competition from European companies.
Operations from one country can be freely expanded to other countries.
There is a “Fortress Europe” fear.

20. Exhibit 2.10 - Proposed Company Responses to European Integration

21. Levels of Economic Integration
North American integration
Is for purely economic reasons.
There are no constituencies for political integration.
The ratification of the North American Free Trade Agreement (NAFTA) created the world’s largest free market, with 450 million consumers and a total output of $15.7 trillion.

22. Levels of Economic Integration
North American integration
Distinctive features of NAFTA are the two-side agreements to correct perceived abuses in labor and the environment in Mexico.
Introduction of maquiladoras.

23. Regional Economic Integration
Other economic alliances
Integration in Latin America
Integration in Asia
Integration in Africa and the Middle East

24. Exhibit 2.11 - Major Regional Trade Agreements

25. Exhibit 2.11 - Major Regional Trade Agreements

26. Regional Economic Integration
Economic integration and the international marketer
Regional economic integration creates opportunities and potential problems for the international marketer.
Decisions regarding integrating markets must be assessed from four different perspectives:
Effects of change
Strategic planning
Reorganization
Lobbying

27. Emerging Markets
Emerging markets - A country making an effort to change and improve its economy with the goal of raising its performance to that of the world’s most advanced nations.
Strategies adopted by marketers to thrive in emerging markets:
Adjust entry strategy
Manage affordability
Invest in distribution
Build strong brands

28. Developing Markets
Five elements of success required for an international marketer to take advantage of and thrive in developing markets.
Research
Creating buying power
Tailoring local solutions
Improving access
Shaping aspirations