JAPAN P A C I F I C O C E A N NORTH KOREA Seoul SOUTH KOREA Taipei TAIWAN Shanghai Hong Kong Macao (Portugal) South China Sea Tokyo Osaka Philippine Sea FEDERATED STATES OF MICRONESIA PAPUA NEW GUINEA Port Moresby Coral Sea Manila Surabaya A U S T R A L I A Sydney Melbourne Tasman Sea Sea Of Okhotsk Sea of Japan East China Sea Bering Sea East Siberian Sea PALAU A Chongqing Hanoi LAOS Shenyang Beijing Tianjin Guangzhou VIETNAM THAILAND CAMBODIA PHILIPPINES Ho Chi Minh City BRUNEI MALAYSIA SINGAPORE I N D O N E S I A TIMOR-LESTE SOLOMON IS. VANUATU NEW ZEALAND Wellington Bangkok Lumpur Jakarta P.M. 12 P.M. 1 P.M. 2 P.M. 3 P.M. 4-Color Design New color maps and exhibits allow for improved pedagogy and a clearer presentation of international symbols and cultural meanings in marketing and advertising. In addition, photos that depend on full color for maximum impact easily bring many global examples to life. This visually stimulating combination works together to make the text material reader-friendly and accessible for both instructors and students. Global Marketing on the Web at Marriott The Internet today is the most global of any media. The po wer of the Internet r esults from its unique capabilities to: • Encompass text, audio and video in one platform. • Operate in a dialogue versus monologue mode. • Operate simultaneously as mass media and personalized media. • Build global “communities,” unconfined by national borders. However, leveraging these advantages effectively requires dealing with various substantive issues, including: • Major differences in Internet penetration rates across the globe ranging from 87 percent penetration in North America to 27 percent for the continent of Africa. This difference greatly influences the role of the Web as part of the marketing mix in international markets. Even for advanced EU economies, the variability of adoption is great, ranging from 95 percent in Sweden to 50 percent in Romania. (www.internetworldstats.com). • Unique issues caused by technology including broadband versus narrow-band, which drive what products and services can be marketed and how. In the narrow-band world, highly graphic and video-based Web sites are not viable. An example is the elaborate photo tours of hotels on www.Marriott.com, which download quickly on broadband connections but take inordinately long on narrow band. Therefore, a site designed for one market can be ineffective in another. Costs to globalize can be enormous if multiple language sites need to be built. For example, translating the 110,000- page Marriott.com Web site is a very costly undertaking, both on a one-time and ongoing basis. Add to that the costs` of translating the back-end systems that feed the site, and the costs rise exponentially. For sites with a lot of constantly changing content and heavy dependence on back-end systems, maintaining foreign language sites can be prohibitively expensive. • Implications of differing labor costs that affect return on investment (ROI). For example, in the United States, the cost of an online booking for Marriott is less than half that of a phone booking. That differential may not apply in many Third World countries, where labor costs are often very low, making it difficult to justify a Web site investment. • On infrastructure investment. Some countries have private investment fueling the development of the telecom technology systems required to enable Internet access (e.g., the United States), whereas in other countries, state-owned phone companies have this responsibility. In general, markets that have depended state investment have been laggards in the Internet space. Apart from all of these issues, one of the most important challenges for companies contemplating a global Internet presence is determining whether they should build “foreign market sites” or “foreign language sites.” In an ideal world, with infinite resources, the answer could be to build both. However, that option is rarely possible given resource constraints. This challenge has been a key issue for Marriott International, which has responded in different ways, depending on market situations. In some cases, the company tried one approach before moving to the other. In fact, Marriott’s experi-ence in this area is an excellent illustration of the issue. A good example is the question of using France or French. Should we have a global site in French that caters to ALL French-speaking customers, no matter which country they live • Different approaches to privacy, access, and infrastructure investment also require changes to strategy by market. • On privacy. For example, EU laws are much more stringent than U.S. laws; as a result, the e-mail marketing strategy in the European Union is much more cautious than in the United States. • On access. Some countries regulate access to the Internet. For example, China only allows access to approved sites, whereas the United States does not limit Internet access.
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