Consumer, Government and Industrial Action

CHAPTER 6 CONSUMER, INDUCTRIAL, AND GOVERNMENT MARKETS Chapter Outline A.Drivers of the world(a) Consumer B.The world(a) Consumer C.Influences on the Global Consumer 1. sparing Status 2.Technology Level 3.Personal Motives 4.Culture 5.Social Factors 6.Situational Factors D.Country-of-Origin Effects E.The Industrial emptor F.Influences on the Global Industrial Buyer 1.Culture 2.Stage of Economic using 3.National Situational Factors G.The Government Buyer H. trade to Global Consumers 1.Targeting Global customers 2.Country-of-Origin Challenges 3.Global Customer Relationship Management 4. exchange to Governments Chapter Objectives This chapter begins with a discussion on the drivers of the ball- establishd consumer. It then helps us understand the characteristics of the global consumer. Next, it helps us make love the influences on the global consumer. It then discusse s the country-of-origin effects. Next, it highlights the characteristics of the industrial buyer. It then outlines the characteristics of the authorities buyers.

Finally, it concludes with an examination of the managerial requirements for marketing success with global consumers. Chapter outline Exhibit 6.1 displays three levels of factors that shape the world of consumers today. At the outmost level argon supranational factors, which transcend national borders and doctor the global consumer at a macro, international level. Trade institutions and insurance policy refer to global entities such as the WTO , IMF, and others that influence the growth! of trade and investment at a global level. In terms of national-level factors (the middle round in the exhibit), consumers everywhere are affected by the economic, political, legal, technological, infrastructural, and cultural conditions that characterize the nations where they live. The inner flock in the exhibit represents the consumer, whose preferences are...If you motive to get a all-encompassing essay, order it on our website: OrderCustomPaper.com

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