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International Marketing - Role of Economics

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Lindsey Fair, MBA
Lindsey Fair, MBA

2nd year International Marketing lecture slidedeck

BusinessTechnologyEconomy & Finance
1 of 11
economics is about analyzing
Brazil, Russia, India, China
Product Adjustments Pricing Adjustments
Advertising & Promotion Adjustments
Distribution Adjustments

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International Marketing - Role of Economics

Editor's Notes

  1. social science that analyzes the production, distribution, and consumption of goods and services
  2. Money  interest rates, taxes, exchange rates, GDP, FDI
  3. Employment rates
  4. Why do Marketers need to look at Economics? Some examples…. High interest rates may make it hard to borrow for entry or growth based on cost to borrow money in a countryStrong currency makes exporting hard so you can’t sell outInflation may make your in-country HR costs moreHigh country GDP may make demand more for your product
  5. product adjustments & strategiesPricing adjustments
  6. promotion adjustments & strategiesPepsodent tried to sell its toothpaste in Southeast Asia by emphasizing that it "whitens your teeth." They found out that the local natives chew betel nuts to blacken their teeth which they find attractive.
  7. Distribution adjustments