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Essay / Research Paper Abstract
A 3 page paper discussing the sociocultural, economic, political/legal, and technological environmental factors that marketers must consider when marketing any nonessential good or service, using Barbie® dolls, beer and financial services as examples and points of reference. Individuals in the target market must have money in sufficient amounts so that they can buy the sources they need. No sources listed.
Page Count:
3 pages (~225 words per page)
File: CC6_KSmktgMiscIntl.rtf
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Unformatted sample text from the term paper:
The world currently holds 6.4 billion people. It is remarkable that each of us is unique, but perhaps it is even more amazing that overall, we also are so
similar. Most of us want to provide more than only the essentials of life for our children; many of us enjoy relaxing with a drink as we mull over
our own future and that of our children, and determine to plan for it. When marketing nonessential goods and services to international markets,
however, there are several environmental forces that marketers need to consider. Depending on the product being promoted, the marketer will need to assess the sociocultural, economic, political/legal, and technological
environmental forces operational within the target market. The purpose here is to illustrate these considerations with three diverse goods and services: Barbie(r) dolls, beer and financial services. Barbie(r)
Dolls Most of the worlds 6.4 billion people look nothing like the stereotypical Barbie(r) dolls that American and Canadian children tend to collect.
Aside from the physical proportions that feminist activists decry, Barbie has oversized eyes, delicate facial features and - to people in many of the worlds cultures - curiously deformed
feet. Many of the people of the world have skin the same color as Barbies, but most do not. To a child in rural China, downtown Tokyo or
Lagos, Nigeria, the standard Barbie certainly must seem to be an alien being. Aside from her physical appearance, there are many points that
could prevent Barbie from being a commercial success in many of the worlds big emerging markets, or even in well-established ones. Socioculturally, Barbie has the potential of being irrelevant
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