Chapter 16: The Future of Global Marketing
Learning Objectives
• What are the major trends shaping the future of global marketing
• Explain how globalization and global marketing is influenced by the growth of
information technology
• How will growth of the global income and population influence global marketing
strategy
• What is the trade cycle
• What is shared value
• Explain the significance of sustainability and shared value to global marketing
• Explain the relevance of an expanded set of ‘C’s to the global marketing effort
Chapter Overview
The future of global marketing will reflect seven major changes that will shape and create
new directions, opportunities, and threats. All world regions will continue to grow, and
world wealth will become more evenly distributed. Marketing is at the threshold of a new
and exciting era: e-business, e-commerce, and e-marketing. The trade cycle has not
eliminated manufacturing as a source of employment and income in the high-income
countries. Global markets will continue to grow in importance as global marketers
continue their quest to identify and serve global segments. There are two big new
developments in marketing. The first is the concept of shared value: recognizing that
companies do more than create value for customers and stockholders. The other big new
development is sustainability: the challenge of sustainability will be a major driver of
innovation and value creation and, if it is fully embraced, will ensure that future
generations of consumers and marketers will enjoy fuller and richer lives.
Lecture Outline
I. Eight Major Trends (p. 424)
a. Globalization and Information Technology
b. The End of Distance
c. Technical Convergence and Connecting to the Customer
d. World Economic Growth and the Rise of the Rest
e. Population Changes
f. Trade Cycle Model Clarified
g. The New Paradigm: Shared Value
II. The Cs of Marketing: Three Times Four = Twelve (p. 434)
a. Sustainability
III. Careers in Global Marketing (p. 436)
IV. Summary (p. 436)
Tables and Figures
Figure 16-1 Projected Acceleration of World Population Aging (p. 431)
Figure 16-2 World Population 1800-2100 (p. 432)