Article Abstract:
Marketing research by International Data Corporation reveals that 30 to 35 percent of U.S. computer firms' sales occur on foreign markets. This trend is growing, with Europe (particularly West Germany, France and the U.K.) the biggest market for hardware, software and peripherals. Peter May of M and T Publishing Inc. cites patience as the key to success on European markets, where companies such as IBM and Olivetti have done quite well. European high-tech buyers have an increasing demand for local area networks, add-on graphics boards and translated package software. Advertising can be done through machine-specific magazines (such as 64er or Chip), through 'vertical' media (such as Which Computer), or other popular journals (such as Asia Week).
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Article Abstract:
Standard ad campaigns will lead to greater marketing breakthroughs on an international basis. The market system on a global basis will center on these functions: retailing, competition, industrial purchasing, and consumption. With excess variables, it is plain that each variable can be different for each nation and affect advertising decisions. One theory on the nature of consumption holds that human nature, and consequently consumers as a group, is the same, regardless of nationality.
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Article Abstract:
The Middle East market is complicated to the American entrepreneur, as the culture of the Arab people is vastly different from U.S. demographic data, literacy rates, and per capita income represent major areas of concern for advertising agencies planning to introduce a new campaign for the Middle East market. A big decision is whether to use just pan-Arab or national media, or to opt for some measure of mix.
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