New Issues in Marketing Globalisation
Fundamentals of International Marketing When business crosses the borders, it becomes complex Environmental and Cultural dynamics of global markets
Main Functions in International Marketing
Choosing the basic route
Market Selection and Product Selection
Selection of Distribution Channels
Developing pricing Strategy
International Marketing Strategy
International Marketing Communication
Mastering the procedural complexities
Organisational Adaptations
Handling Business Ethics
Consumerism- Definition
Consumerism, the "social movement seeking to augment the rights and power of buyers in relation to sellers," (Kotler, 1972)
It is manifest in new laws, regulations, and marketing practices, as well as in new public attitudes toward government and business.
New Issues in Marketing Consumerism
Consumerism- Definition
Marketing concept Consumerism is a social and economic order that is based on the systematic creation and fostering of a desire to purchase goods or services in ever greater amounts. In economics, consumerism refers to economic policies placing emphasis on consumption. In an abstract sense, it is the belief that the free choice of consumers should dictate the economic structure of a society
Consumerism
The movement seeking to protect and inform consumers by requiring such practices as honest packaging and advertising, product guarantees, and improved safety standards"
or alternatively: "The theory that a progressively greater consumption of goods is economically beneficial".
Consumerism
Consumers are disenchanted with the marketing system. Symptomatic of consumers' malaise are complaints about rising prices, demands for improved products and services, suggestions for improving the adequacy of product information, and concern for the physical environment
Consumerism
Consumerism and Public Policy-when is Governmental intervention necessary? What form does Governmental intervention take? Consumer movement had its conspicuous beginning and took up momentum in the US 1962- JFK and consumer rights Ralph Nader- “Unsafe et any speed”
Consumerism in India
Consumerism actually should be, must be and I hope will be the opportunity of marketing. This is what we in marketing have been waiting for” Peter Drucker “
Consumerism in India
India is a developing economy. Not all Indian consumers are well educated. Consumers are often exploited, misled by deceptive advertisements, packaging poor after sales service, adulteration, price collusion and so on. Liberalization and competition Survival of the fittest
Situational Factors
Situational Factors that aided unethical marketingVastness of the country Imbalance in income distribution Backwardness, illiteracy , ignorance Lack of education and information Indian consumers get carried away by clever advertising
Reasons behind the rise
Reasons behind the rise of consumerism in IndiaImbalance in demand and supply of commodities----- leading to hoarding, black marketing, profiteering Low literacy levels and lack of awareness of rights encourages businessmen to be indifferent to consumers
Reasons behind the rise
Reasons behind the rise of consumerism in IndiaLack of effective competition Consumerism is still in its infancy Legal framework is time consuming and tiresome Lamentable state of public sector monopolies
Remedies
Active participation from the business, Government and consumers. Business must ensure efficiency in production and quality of output and must refrain from Unfair Trade Practices Government through legislations, statutory bodies etc prevent exploitation of consumers. Consumers should assert their rights and protect themselves from business malpractices
Consumer protection in India
Marketing concept has to be broadened to include the societal marketing concept. TATA Steel
Lifebuoy's “Swasthya Chetna
Tata Tea's Jaago Re! campaign
”
Changes in the attitude of Indian consumers
The attitude of Indian consumers has undergone a major transformation over the last few years. He wants to lead a life full of luxury and comfort. He wants to live in present and does not believe in savings for the future. He is open to the idea of consumption and a better lifestyle. An increase in their income level due to high rate of industrialization, growth of services sector and better employment opportunities
Consumer Awareness
Thank You
