The document discusses the role of technology in globalization and its impact on international marketing, emphasizing how advancements have reduced barriers and facilitated connections across the globe. It highlights e-marketing and the components of the supply chain as essential elements for operational efficiency and customer engagement. Additionally, it notes the shift from mass to individualized marketing driven by customer relationship management and database marketing.

1. Chapter 17
Technological Development’s And
International Marketing
International Marketing
Chapter-17 Technological
Development’s And International
Marketing

2. Objectives
What is the role of technology in
globalization
What is E-marketing
What are the components of supply
chain
How to target individual customer,
beyond segmentation
International Marketing
Chapter-17 Technological
Development’s And International
Marketing

3. Introduction
Technology is a powerful driving force
of globalization.
Several barriers to globalization have
been removed or significantly reduced
by technological advances.
International Marketing
Chapter-17 Technological
Development’s And International
Marketing

4. The Death Of Distance:
Technology And Competitiveness
Technology has in fact been a very important
compelling and facilitating factor of
globalization.
The technology revolution has immensely
facilitated globalization.
The pace of globalization has been
accelerated by several enabling technologies.
The IT revolution has made an enormous
contribution to the emergence of the global
International Marketing
village. Chapter-17 Technological
Development’s And International
Marketing

5. Who Really Benefit From The IT
And Communication Revolution ?
Financial dealers
Multinational corporations
NGOs on-line can campaign around the
world
Skilled labor
Unskilled labor
International Marketing
Chapter-17 Technological
Development’s And International
Marketing

6. Technology And Competitive
Advantage
Technology is one of the eight factors
considered by the World Economic
Forum to evaluate the global
competitiveness of nations.
Innovation is a very important factor
that provides competitive advantage
and consequently, determines success.
International Marketing
Chapter-17 Technological
Development’s And International
Marketing

7. E-Marketing
The internet and the world wide web
have revolutionized the speed,
dimensions and volume of information
search and dissemination and global
business.
E-business describes the use of
electronic means and platforms to
conduct a company business.
International Marketing
Chapter-17 Technological
Development’s And International
Marketing

8. The advent of the internet has greatly
increased the ability of companies to
conduct their business faster, more
accurately, over a wider range of time
and space, at reduced cost, and with
the ability to customize and personalize
customer offering.
International Marketing
Chapter-17 Technological
Development’s And International
Marketing

9. Benefits Of Internet To
Business
1. Global reach
2. Enhanced value proposition
3. Improved operational efficiency
4. Streamlined supply chains
5. Better connectivity
6. Making everything faster
7. Death of distance Marketing
International
Chapter-17 Technological
Development’s And International
Marketing

10. Components Of The Global
Electronic Supply Chain
The supply chain identifies the complete
process of providing goods and services
to the final user.
It includes all parties and logistics
operations from supplier to customer
within a single system.
The scope of the supply chain includes
procurement, Chapter-17 Technological
production
International Marketing
and
distribution operations.
Development’s And International
Marketing

11. The supply chain extends across
organizational boundaries.
It is coordinated through an information
system accessible to all members.
The primary objective of the supply chain
is service to customers. This must be
balanced against costs and assets.
Objectives of individual supply chain
members are achieved through the
performance ofInternational Marketingas a whole.
the chain
Chapter-17 Technological
Development’s And International
Marketing

12. The Important Components Of
This Value Chain
Context suppliers
Sales agents
Purchase agents
Market makers
Payment and logistic specialists
International Marketing
Chapter-17 Technological
Development’s And International
Marketing

13. Targeting The Individual
Customer: Beyond Segmentation
The last half a century or so has witnessed
the steady progression from mass
marketing to segmented marketing to
niche marketing to the individualized
marketing.
Individualized marketing has been
strengthened by the development of
customer relationship marketing (CRM).
Database marketing is an essential
ingredient of CRM. Marketing
International
Chapter-17 Technological
Development’s And International
Marketing

14. Summary
Technological revolutions in the spheres of
transport and communication has reduced the
drawbacks of natural barriers like distance and
cost.
The main objective of supply chain is to
deliver products to market with variety,
responsiveness, timeliness and efficiency.
Internet has opened up new facilities for
creating a relationship with global customers,
potential customers, suppliers and channel
International Marketing
members. Chapter-17 Technological
Development’s And International
Marketing