Consumer, Government and Industrial Action

CHAPTER 6

CONSUMER, INDUCTRIAL, AND GOVERNMENT MARKETS

Chapter Outline

A.Drivers of the world(a) Consumer
B.The Global 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 Buyer
F.Influences on the Global Industrial Buyer
1.Culture
2.Stage of Economic Development
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 recognize the influences on the global consumer. It then discusses the country-of-origin effects. Next, it highlights the characteristics of the industrial buyer. It then outlines the characteristics of the government buyers.



Finally, it concludes with an examination of the managerial requirements for marketing success with global consumers.



Chapter Summary

Exhibit 6.1 displays three levels of factors that shape the world of consumers today. At the outermost level are supranational factors, which transcend national borders and affect the global consumer at a macro, international level. Trade institutions and policy refer to global entities such as the WTO, IMF, and others that influence the evolution 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 circle in the exhibit represents the consumer, whose preferences are...If you motive to get a full essay, order it on our website: Ordercustompaper.com



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