Question

Discuss how the worldwide trend toward urbanization is affecting opportunities for international marketing?

Answer 1

Urban consumers are projected to be the leading component of global demand growth over the next decade and beyond, contributing about USD 20 trillion per year to global goods spending.

Urbanization thus is affecting both directly and indirectly to international marketing principles

1. Higher focus on efficiency, value and customer satisfaction
2. Development in infrastructure for merchandising products.
3. Logistics and supply chain transformation

4. Emphasis on Relationship Building and Customer Retention

5. Emphasis on Strategic Alliances and Networks

6. Introduction of concept of ethical marketing

7. Customers being more informed in urbanized city, products need to derive long term benefits for the customer to be satisfied.

8. Introduction of eco friendly and sustainability campaigns for brand line as urban customers are conscious and supportive of the same.

9. Adopting of community based international marketing priciples.

However, urbanisation has created as many obstacles as opportunities for brands that venture overseas. Since customers have so many more choices for similar goods, businesses must ensure that their products are of good quality and affordability. In addition, these goods can not be put on the same market worldwide.