Page 259 - GLOBAL STRATEGIC MARKETING

End of Unit Summary

This unit has highlighted the importance of technology in international
markets. This can include e-commerce models but also the competitive

advantage gained by technologically-led products such as the Xbox, Play
Station and Nintendo games consoles. Other forms of competitive

advantage include technological processes to produce the end product
such Bionade and technologically-led services such as Facebook. These
social networking sites also provide an opportunity for international

marketers to build close relationships with on-line users through
interaction and product marketing. This is certainly a challenge for

st
marketers in the 21 century. The unit also discussed the importance of
product diffusion. Countries such as Asia, Japan, Scandinavia, US and
Canada have fast levels of product diffusion whereas countries such as

India and the UK have slower levels of product diffusion. This is important
for technologically-led marketers as this is an important geographic

consideration in the course of new product development, consumer
acceptance of new processes, technology and products.

References

• Doole, I. and Lowe, R. (2008) International Marketing Strategy:
th
Analysis, Development and Implementation, 5 edn, United Kingdom:
South-Western Cengage Learning, Chapter 12

• Hamill, J. and Stevenson, A. (2003) Custoner-led Strategic Internet
Strategies, in S. Hart (eds) Marketing Changes, UK: Thomson
Learning

• Nykamp, M. (2000) The Customer Differential, AMACOM

• Trueman, J. (2007) A Brand-New Brand, Time Magazine, p.38,
January 22