《网络营销》课程教学课件（英文）Chapter 4 Global Markets

E-Marketing4/EJudyStrauss,AdelI.El-Ansary,and RaymondFrostChapter4:GlobalMarkets1000001001010100111101000010010111010010C2006PrenticeHalln

©2006 Prentice Hall 4-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 4: Global Markets

Chapter 4 ObjectivesAfterreadingChapter4youwillbeableto:Discussoveralltrendsinin Internetaccessusage,and purchasing around the world·Defineemergingeconomies and explainthevital roleof information technology in economicdevelopment.Outlinehowe-marketersapplymarket similarityand analyze online purchase and paymentbehaviors inplanningmarketentryopportunities70000001111010000100101110100102006Prenticeh

©2006 Prentice Hall 4-2 Chapter 4 Objectives • After reading Chapter 4 you will be able to: • Discuss overall trends in in Internet access, usage, and purchasing around the world. • Define emerging economies and explain the vital role of information technology in economic development. • Outline how e-marketers apply market similarity and analyze online purchase and payment behaviors in planning market entry opportunities

Chapter 4 Objectives, cont..Describe how e-marketing strategy isinfluencedby computerandtelephone access,credit card availability,attitudes toward Internetuse,slow connection speeds,Web sitedesign,and electricityproblems.Reviewthespecialchallengesof e-marketingonthewirelessInternetinthecontextofemergingeconomiesDiscuss the controversyrelated totheDigitalDivide.0000001100000700707010072006PrenticeHa

©2006 Prentice Hall 4-3 Chapter 4 Objectives, cont. • Describe how e-marketing strategy is influenced by computer and telephone access, credit card availability, attitudes toward Internet use, slow connection speeds, Web site design, and electricity problems. • Review the special challenges of e-marketing on the wireless Internet in the context of emerging economies. • Discuss the controversy related to the Digital Divide

The FIFA Story·Federation InternationaledeFootballAssociation (FIFA)partnered with Yahoo tocreate the most popular sports site in history·FIFAworldcup.comwasseenby3.7millionpeoplefrom17countriesMay1-June23,2002Siteoffered continual updates of informationphotos and video highlightsDoyouthinkFIFA'ssubscriptionmodel($4.95-$19.95)forvideoaccesswouldworkfor U.S. sports events? Which ones?1001010001111010000100101110100102006PrenticeHa

©2006 Prentice Hall 4-4 The FIFA Story • Federation Intérnationalé de Football Association (FIFA) partnered with Yahoo to create the most popular sports site in history. • FIFAworldcup.com was seen by 3.7 million people from 17 countries May 1-June 23, 2002. • Site offered continual updates of information, photos and video highlights. • Do you think FIFA’s subscription model ($4.95-$19.95) for video access would work for U.S. sports events? Which ones?

Worldwide Internet Usage. Ex.4.1 shows thatthere were over785 millionInternet usersworldwideWorldwide usage more than doubledfrom2000-2004.Asia,with243millionusers,has thehighestnumberof usersNorthAmericahas the highestpenetrationofusers, almost 70%107001070100111001000010010111010010C2006PrenticeHal

©2006 Prentice Hall 4-5 Worldwide Internet Usage • Ex. 4.1 shows that there were over 785 million Internet users worldwide. • Worldwide usage more than doubled from 2000-2004. • Asia, with 243 million users, has the highest number of users. • North America has the highest penetration of users, almost 70%

Internet Use Varies by CountryThe world's largest online markets are the U.S(186millionusers)andChina(96millionusers)Thetop 10countriesaccountfor62.4%ofallglobal users.Somesmallercountries,suchasSouthKoreaand Iceland have the highest penetration,over70%oftheirpopulations100:070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 4-6 Internet Use Varies by Country • The world’s largest online markets are the U.S. (186 million users) and China (96 million users). • The top 10 countries account for 62.4% of all global users. • Some smaller countries, such as South Korea and Iceland have the highest penetration, over 70% of their populations

Top Ten CountriesNumber of Internet Users%ofPopulationInternetRankCountry(millions)CountryUsers1185.974.9United StatesSouthKorea2China95.8Iceland70.5377.9Norway69.1Japan4Germany41.869.1Denmark539.269.0IndiaSweden634.166.1UnitedKingdomAustralia732.064.0SouthKoreaUnited States8Italy28.664.0TheNetherlands926.6FranceSwitzerland64.010Brazil23.063.5CanadaTotal584.967.42103010101000000700107010011100100001001011010010ZnnC2006PrenticeHall0nn

©2006 Prentice Hall 4-7 Top Ten Countries Rank Country Number of Internet Users (millions) Country % of Population Internet Users 1 United States 185.9 South Korea 74.9 2 China 95.8 Iceland 70.5 3 Japan 77.9 Norway 69.1 4 Germany 41.8 Denmark 69.1 5 India 39.2 Sweden 69.0 6 United Kingdom 34.1 Australia 66.1 7 South Korea 32.0 United States 64.0 8 Italy 28.6 The Netherlands 64.0 9 France 26.6 Switzerland 64.0 10 Brazil 23.0 Canada 63.5 Total 584.9 67.42

Developed EconomiesDevelopedcountriesarehighlyindustrializedusetechnologyto increase efficiency,andhaveahighGDPpercapita·WesternEuropeancountriesNorthAmericancountries·Japan·Australia & New ZealandDevelopedcountriesareidealforthee-marketing activities discussed in the text0000001700000700707070070C2006PrenticeHal

©2006 Prentice Hall 4-8 Developed Economies • Developed countries are highly industrialized, use technology to increase efficiency, and have a high GDP per capita. • Western European countries • North American countries • Japan • Australia & New Zealand • Developed countries are ideal for the e￾marketing activities discussed in the text

Emerging EconomiesHavelowlevelsof GDPpercapita andareexperiencingrapideconomicgrowthEmergingeconomiescanbefoundon everycontinent.·ChinaCentral&SoutheastAsiancountriesMexico.Central&SouthAmericaBalticStates&EasternEuropeAfricancountries000000000070007700070C2006PrenticeHal

©2006 Prentice Hall 4-9 Emerging Economies • Have low levels of GDP per capita and are experiencing rapid economic growth. • Emerging economies can be found on every continent. • China • Central & Southeast Asian countries • Mexico, Central & South America • Baltic States & Eastern Europe • African countries

Technology plays an important role.. The Internet accelerates the process ofeconomic growththrough diffusion of newtechnologies.·Bangalore,Indiaisthecenterof India'sexplosivegrowth in softwareandITGreatestobstaclestoe-commerceinemergingeconomies include:·SlowconnectionspeedsCostsofdomesticphonecalls·ISPcostsLackof local contentandcontent inone'sownlanguage7007070100111701000000707110100102006PrenticeHa

©2006 Prentice Hall 4-10 Technology plays an important role. • The Internet accelerates the process of economic growth through diffusion of new technologies. • Bangalore, India is the center of India’s explosive growth in software and IT. • Greatest obstacles to e-commerce in emerging economies include: • Slow connection speeds • Costs of domestic phone calls • ISP costs • Lack of local content and content in one’s own language