Marketing

China and India have demonstrated trends toward Western-style consumption over the last decade. Given the emphasis on the youth market in the US over the last 60 years (since the baby boom), what can you suggest for marketers in these youth-oriented consumer economies (China and India)?

Guided Response:
• Describe the products (goods and services) that interest these youth markets.
• Compare and contrast the micro- and macro-environmental forces that can influence the marketing strategies for these products (goods and services).
• Analyze the marketing strategies of these two countries and compare them with Western-based consumption marketers (e.g., US).
• What opportunity for U.S. companies might you foresee? Support your reasoning.

This assignment is designed to assess your critical thinking, problem solving, and communication skills. Your paper will be graded for its clarity, relevance, coherence, logic, and depth.

Your paper must be two length (not including a cover page and reference page), and be formatted in APA style. Your paper must demonstrate that you understand international influence and micro-environmental and macro-environmental influences on marketing strategy. You must use your text and at least two additional scholarly sources.

 

Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.

Must use the following two statements & References in the paper.
Various environmental, cultural, group, and individual characteristics influence consumer behavior. (White, S., 2012).
White, S. (2012). Principles of marketing. (1st Ed.). San Diego, CA: Bridge point Education, Inc.
It gives a complete breakdown of variables and social actions that are current in consumer economy (Marketing, 2013)
Marketing. (2013, 08 28). Retrieved from Schribd.com : http://www.scribd.com/doc/157552192

Description

Fashion industry has been known to have a large market in the Western countries like the United States because of the socio-cultural aspects of consumers in these countries. However, the industry is gaining influence in the emerging economies like China and India. Like in the Western countries, the youths in these two countries are highly interested in fashionable products like cloths or apparels, cars and electronics because of their modernity element. These products give the consumer a particular social status in society and allow them to fit in a certain social class. This has encouraged Western companies offering these fashionable products to shift their focus to the Far East to reach out more youths (White, 2012). The youths in China and India are interested in fashionable products like apparels because of the increased interaction with the Westerners and thus copying their social and cultural lifestyles. For instance, in China most of the university students in big cities like Beijing and Shanghai own a smartphone. These countries have rapidly growing economies hence consumers have high purchasing power for these fashionable products and services.