Chapter 4:
Building Inclusive E-Markets
Review Questions
1. What is an emerging economy?
2. How can countries with emerging economies make use of information
technology?
Every country can improve its level of economic development through increased
3. What is the concept of market similarity and how does it apply to companies
that target foreign markets?
If companies are operating from a country with an emerging economy and want to
4. Why is credit card payment a conundrum in emerging economies?
5. How do computer and telephone ownership affect e-marketing in emerging
economies?
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6. Why must Web site designers consider connection speeds in emerging
economies?
Another key issue for e-marketers in emerging economies is the relationship between
connection speed and Web site design. Although most Internet connections around
7. What are some of the electricity problems faced by e-marketers in emerging
economies?
8. How is wireless Internet access likely to influence e-marketing around the
world?
9. What is the digital divide and what does it mean for e-marketers?
Nations with emerging economies may be in different stages of economic
development, which affects their social climate. Least developed countries (LDCs)
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Discussion Questions
10. American Idol Story. What differences do you see between the U.S. version of
American Idol and the version in other countries? Use material from this
11. American Idol Story. Do you think that this brand needs to be consistent worldwide
to maintain a desired brand image? Explain.
12. Do you agree with the observation that the global Internet will drive styles,
tastes, and products to converge and create a more homogenous, global
marketplace? Why or why not?
Yes, even before the advent of the Internet, cultural macro-regions had large
influences on one another. For example, the United States is world renown for its
cultural and commercial influences. Stylistic trends in music and pop culture would
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13. Knowing that many consumers in emerging economies are wary of buying
online, what would you do, as an e-marketer, to encourage them to change their
attitudes and behavior?
E-marketers must look at each individual culture for unique problems and concerns
specific to their country. Some issues like a lack of infrastructure is out of the hands
14. What are the advantages of disadvantages of e-marketers creating fast-loading
low-graphics versions of their Web sites to accommodate slower connection
speeds in emerging economies?
E-marketers must recognize the relationship between connection speed and Web site
design in emerging economies. Most Internet connections around the world are
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15. What responsibility do you think e-marketers should assume for helping to close
the digital divide? Do you think consumers and governments should assume
some responsibility, as well? Explain your answers.
Bridging the digital divide is a responsibility of all those who wish to provide equal
opportunity and access in the information age. Similar to the concept of public
16. How serious is the online threat from Chinese companies? Are some product or
service categories more likely for Chinese companies to succeed in globally than
others? Explain your answer.
As Internet adoption rates increase quickly in China, national firms have emerged to
