Professional Documents
Culture Documents
edition
Judy Strauss, Adel I. El-Ansary, and Raymond
Frost
Unexpected power failures.
Importance of Information
Technology
Internet marketing differences between developed and
developing countries for the greatest obstacles to e-commerce:
Market differences
= If they are based in an emerging economy and want to
market to their home target market,
= If they are from a developed economy and want to target
groups in an emerging economy.
Emerging economy Emerging economy
Understand market differences
Understand
Understand
market similarities
market differences
Developed economy
Market similarity not only reduces (without eliminating) the risk of entry
into foreign markets but also helps explain why it targeted these
countries in the first place.
Market Similarity
E-businesses in countries with emerging markets make parallel
target market decisions.
www.munchahouse.com:
Offers a wide range of products that Nepalis living overseas can
send to individuals back home.
Customers pay on the sites by providing their credit card numbers
using a secure server.
These are all crucial marketing decisions.
In Bolivia:
= Fewer than 200,000 credit cards are in circulation within a
country with a population of 8.3 million people.
BUT, the business understood one important thing: its target market:
24% of all current Lithuanian Internet users are under 20 years old,
11% are between the ages of 20-25.
Overview
Overview of Global E-Marketing Issues
Emerging Economies
Importance of Information Technology
Country and Market Opportunity Analysis
Market Similarity
Credit Card Conundrum
E-Commerce Payment in the Czech
Republic
Technological Readiness Influences Marketing
Computers and telephones
Internet Connection Costs
Slow Connection Speeds And Web Site
Design
Electricity Problems
Wireless Internet Access
The Digital Divide
E-Commerce Payment
in the Czech Republic
The Czech Republic face the same challenges of limited credit card
use and consumer skepticism of online purchasing.
Q2-99 9.9
Q3-99 18.2
Q4-99 25.6
Q1-00 28.0
Q2-00 30.0
Online marketers adapt their Web sites to the target markets preferences:
www.musicabona.cz posts the following in its About Security section:
Your personal data is transmitted via the secure SSL encoded transfer
system.
If you decide to become one of our registered customers, you neednt
fill in your personal data and send it over the Internet at all upon
subsequent purchases.
If you do not think it is safe to send your personal data through the
Internet, you can send your order in writing, by fax or mail.
If you dont want to disclose to us the number of your payment card,
you can pay by cheque.
E-Commerce Payment
in the Czech Republic
How do Czech consumers pay for their online purchases?
31% make bank transfers,
28% pay cash on delivery,
21% pay with a credit card,
9% make bank transfer through either a PC or mobile phone,
8% pay with postal orders.
The total price for Internet service is quite large in many countries.
Labor costs may be quite low, but technology and other business costs
Why?
Government-owned telephone monopolies:
The lack of competition among ISPs:
Average
Saudi Arabia
Tunisia
Lebonan
Qatar
Jordan
Bahrain
Morocco
0 10 20 30 40 50 60 70 80
U.S. Dollars
The Web is a visual medium, and users expect to see pictures that move,
swirl, and morph into usual shapes + Web sites have sound.
These elements slows the download rate.
Nepal:
One of the poorest countries in the world, with an annual per capita
income <$250,
Rich in many natural resources, including water,
Has built a series of hydro electric dams throughout the country,
15% of all households in Nepal have electricity,
Most people living in major cities have electricity (sometimes without
electricity during the summer months).
In the summer of 2001, the Nepal Electrical Authority (NEA) could not
generate enough electricity for the entire country:
Electricity loss affected every business, including Internet-dependent
businesses.
All locally-hosted Nepali Web sites went down when the electricity was
cut.
Overview
Overview of Global E-Marketing Issues
Emerging Economies
Importance of Information Technology
Country and Market Opportunity Analysis
Market Similarity
Credit Card Conundrum
E-Commerce Payment in the Czech
Republic
Technological Readiness Influences Marketing
Computers and telephones
Internet Connection Costs
Slow Connection Speeds And Web Site
Design
Electricity Problems
Wireless Internet Access
The Digital Divide
Wireless Internet Access
Mobile phones and the supporting technology have the potential to
dramatically change the face of e-marketing around the world.
Many countries have more mobile telephone subscribers than fixed-
Cambodia:
In 1993, first country in the world to have more mobile telephone
subscribers than fixed-line telephone subscribers.
Why?
Cost = Cell phones and the accompanying technology for mobile
networks were less expensive than fixed-line telephones.
History = As a result of more than two decades of warCambodia
has 4 to 6 million landmines in the ground = digging up the ground to
lay telephone cable is simply too risky.
Selected countries that have more mobile telephones than fixed line telephone subscribers by year
Source: Adapted from Minges, (2001)
Wireless Internet Access
Mobile phone technology is an effective and relatively inexpensive path to
telecommunications, countries with emerging economies can leap frog
industrialized countries in terms of usage.
Economically underdeveloped,
Share one other common characteristic: excruciating poverty,
To describe the economic situation= the percentage of a countrys
population earning less than $2 per day.
In these, the worlds poorest countries, life is literally a war waged for
survival.
The Digital Divide
In the least developed countries:
International Poverty Lines for Selected Countries Source: Adapted from Table 4, World Bank, (2000)
The Digital Divide
A dual economy:
LDCs contain population segments with much higher income
levels.
This divides the country into haves and have nots.
Wealth is concentrated in a countrys largest city, usually the
capital.
Global policy makers at the United Nations, the World Bank, and the G8
believe the answer is yes.