Welcome!
Trends in international marketing
Dr. Satyendra Singh
Professor, Marketing & International Business
Conference Chair, ABEM Conference
University of Winnipeg, CANADA
Trends
Consumer behavior
Concern for environment
Bottom of the pyramid markets
Tribal consumer
Foundation of consumer protection
Canada and international marketing
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Consumer behavior
Borrowing Culture ↑
Healthy lifestyle
Learn to relax ie experience consumption ↑
Income ↑, affordability ↑ 🡪 luxury, sports, recreation, tourism…
Narrow generation gap 🡪 homogeneous market, old is young! ↑ life expectancy
Concern for animals 🡪 ethical branding
Multiculturalism↑
Family size ↓ globally, new definition of marriage eg LGBTQ
Changing role of women ↑
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Concern for environment
Demand for natural resources ↑
Demand for oil is ↑ by 50% in the 20 years
New discoveries or technologies or radical innovations
Supply is unlikely to keep up.
Eco-friendly products ↑ 🡪 ISO 14001 certification
China and India – Polluters
Cities more crowded
urbanization continues and populations ↑
Land available for agriculture and forestry ↓
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Bottom of the pyramid (BOP) Markets
4 billion people 🡪 low purchasing power
two-thirds of the global population
Grow by about 50%, to 6 billion, over the next half century or so.
BRIC + Mexico + Turkey + South Africa + Indonesia + Thailand =
Japan+Germany+France+UK+Italy
$ by selling to world’s poorest
“Business” and “social responsibility” can work together to benefit both companies and the societies these companies serve
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Tribal consumers
Global “tribes” of consumers—people who live in different countries and come from different cultures, but who share similar interests and feel a high level of affinity with consumers elsewhere
Developed countries need educated professionals from developing countries
Knowledge sectors/economy ↑.
33 million university-educated in emerging markets, twice of developed countries
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Foundations of consumer protection
4 basic consumer rights by U.S. President John F. Kennedy in 1963:
The right to safety, to be informed, to choose, and to be heard
Because of changed conditions since then, now 2 more may be added
The right to privacy
The right to a clean and healthy environment
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Canada and international marketing: The future
Top 50 exporters = one-half of Canadian exports
Export concentration 🡪 few companies
Some of these large exporters are subsidiaries of U.S. corporations who produce in Canada for USA
The other 50% of Canada’s exports is accounted for by thousands of SMEs
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Questions?�s.singh@uwinnipeg.ca