IM-PART2：国际营销环境讲解.pptVIP

自我参照原则（self-reference criteria，简称SRC）的含义:国际营销人员在决策时，会无意识地参照自己的文化价值观、参考以往的成功经验. Global marketing IM-2:Environment This table highlights how high and low context cultures differ. IM-2:Environment Global marketing The first 2.5 percent of people to purchase a product are defined as innovators. The next 13.5 percent are early adopters, the next 34 percent are the early majority, the next 34 percent are the late majority, and the final 16 percent are laggards. Studies show that innovators tend to be venturesome, more cosmopolitan in their social relationships, and wealthier than those who adopt later. Early adopters are the most influential people in their communities, even more than the innovators. Thus the early adopters are a critical group in the adoption process, and they have great influence on the early and late majority, who comprise the bulk of the adopters of any product. Several characteristics of early adopters stand out. First, they tend to be younger, with higher social status, and in a more favorable financial position than later adopters. They must be responsive to mass media information sources and must learn about innovations from these sources because they cannot simply copy the behavior of early adopters. IM-2:Environment Global marketing . Stages of Market Development World Bank has defined four categories of development High-income countries Upper-middle income countries Lower-middle income countries Low-income countries Based upon Gross National Product (GNP) per capita / Take Off Traditional Society Transitional Society Drive to Maturity High Mass Consumption Economic Development Models: The Rostow Modernization Model 经济形态?经济组织 世界GDP的排名,人均GDP的排名? 中国城市GDP和人均GDP的排名? Purchasing Power Parity，简称PPP,购买力平价? Financial market金融市场 BRICS金砖五国 EMERGING MARKETS 新兴市场 Marketing Opportunities in LDCs 欠发达国家的营销机遇 The stages of economic development described previously can serve as a guide to marketers in evaluating product saturation levels, or the percentage of