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International Marketing > Chapter 15 - Global Marketing and the Digital Revolution > Flashcards

Chapter 15 - Global Marketing and the Digital Revolution Flashcards

1
Q

Explain the brief history of the digital revolution

A

1937 to 1942: World’s first electronic digital computer was developed at Iowa State University
1947: The transistor was invented
1948: binary digits, established in Information Theory, could encode information media using 1s & 0s
1950s: Invention of the silicon chip (integrated circuit)
1970s: The decade for companies like Atari, Commodore, and Apple
1981: IBM introduced its first Personal Computer (PC); Bill Gates developed MS‐DOS for IBM
1982: The 286 microprocessor was unveiled
1984: Apple introduced the Macintosh
1993: The creation of the Pentium processor

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2
Q

List additional milestones of the digital revolution

A

1969: The Internet can trace its origins (seinen Ursprüngen nachgehen) (Defense Advanced Research Projects Agency)
1972: E‐mail was sent for the first time
1973: The creation of a cross‐network protocol; the true birth of a network of networks or the Internet
1993: Tim Berners‐Lee invented URL, HTML, and HTTP; The Father of the World Wide Web
Mid‐1990s: First commercial browser, Netscape, was created

Web users: 1993 ‐ 600,000, 1998‐ 40 million; today 3 billion
Search engines Google and Yahoo! Bing have improved security features
Google: You Tube, Google Glass, Android Op Sys

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3
Q

Describe the three waves of the Internet Revolution according to Steve Case, AOL Cofounder

A

First Wave: mid 1980s companies like Cisco & Xilinx created core technologies (routers) that were the “on ramps” to the Internet

Second Wave: 2000‐2014; focus shifted to building on top of the Internet: search engines, encryption & security, social media

Third wave: A future when the Internet is seamlessly integrated into everyday life; already occurring with Lyft & Uber. An era of reinvention & disruption in key economic sectors

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4
Q

What are Case’s Third Wave Trends?

A

Capital for all: global crowdfunding

Reemergence of partnerships
- where “who” a company partners with is as important as “what” it does

Social enterprise
- that links profit & purpose

Rise of the rest:
- globalization of entrepreneurship becomes regional, not in small areas like Silicon Valley

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5
Q

Explain the industry convergence

A

Covergence means the coming together of previously separate industries and product categories

(e.g. telefones, consumer electronics, computers, photography = Smartphone)

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6
Q

List 4 value networks and disruptive technologies

A
  • Innovator’s Dilemma
  • Value network
  • Sustaining Technologies
  • Disruptive Technologies
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7
Q

Explain the Innovator’s Dilemma (etablierte Unternehmen verlieren gegen junge innovative UN)

A
  • Staying committed to a current, profitable technology
  • Failing to provide adequate levels of investment to new and possibly risky technologies
  • Company is responding to the needs of established customers

(Viele Manager und Managerinnen führen sehr erfolgreich Unternehmen, die evolutionäre, oft auch inkrementelle Innovationen genannt, hervor­bringen: Verbesserungen von Produkten, Dienst­leistungen oder Prozessen, die vom Kunden honoriert werden. Solange sich nur Elemente der verkaufbaren Leistung verändern, sind Markt­führer nahezu unschlag­bar. Die Gefahr dabei besteht darin, dass sich der Markt durch eine disruptive Innovation so verändert, dass alle Verbesserungen nicht mehr wert sind. Prominentes Beispiel: Nokia und die Entwicklung des Smart­phones: im ersten Jahrzehnt unseres Jahr­hunderts gaben die Nokia-Telefone den Takt vor. Sobald der Markt auf Smart­phones umschwenkte, verlor diese Innovations­kraft jegliche Bedeutung.)

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8
Q

Explain the value network

A
  • Found in every industry
  • Cost structure that dictates the margins needed to achieve profitability
  • Boundaries are defined by the unique rank ordering of the importance of various product attributes
  • Each network has its own metrics of value

(Ein Wertschöpfungsnetzwerk ist eine grafische Darstellung sozialer und technischer Ressourcen innerhalb/zwischen Organisationen und wie sie genutzt werden. Die Knoten in einem Wertschöpfungsnetzwerk repräsentieren Personen oder, abstrakter, Rollen.)

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9
Q

Explain Sustaining technologies

A
  • Incremental or radical innovations that improve product performance
  • Most new technologies developed by established companies are sustaining in nature
  • The vast majority of innovations are sustaining in nature
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10
Q

Explain disruptive technologies

A
  • Redefine performance
  • New entrants to an industry
  • Enable something to be done that was previously deemed impossible
  • Enable new markets to emerge
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11
Q

List the 5 principles of disruptive Innovation

A
  1. Companies are dependent on customers and many innovations are customer‐driven. By listening to those long‐established customers, opportunities may be missed.
  2. Small markets don’t solve the growth needs of large companies.
  3. Markets that don’t exist can’t be analyzed.
  4. An organization’s capabilities define its disabilities.
  5. Technology supply may not equal market demand.
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12
Q

Name some important facts and developments in global e-commerce

A
  • Every 48 hours, Yahoo records more than 24 terabytes of data about its users’ online habits— equal to all the information contained in all the books in the Library of Congress
  • Between 2003 and 2014, the number of Internet users in China increased from 68 million to 640 million; 460 million + Chinese shop online; Chinese Alibaba rivals Yahoo, Google, eBay
  • Online retail & travel sales in Western Europe grew at a CAGR of 8% between 2008‐2014; By 2018, 75% of Europeans will shop online, up from 65% in 2013
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13
Q

Global E-Commerce is divided into three broad categories:

A

Business to Business
- largest share of the internet economy

Business to Consumer
- eg iTunes

Consumer to Consumer (P2P)
- eg ebay

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14
Q

Name three types of websites

A

Promotion sites: marketing communications

Content sites: news and entertainment; support PR

Transaction sites: online retail operations

-> Web sites can function as all three

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15
Q

Name some facts about Internet Retail Sales

A

U.S online retails sales $300 billion in 2014; $370 billion by 2017

Companies like A&F, Saks, Timberland, Coach trying to attract foreign buyers
– Strong U.S. dollar has Americans ordering from abroad
– Delivery companies like FedEx, UPS, & DHL are acquiring & partnering with other firms from seamless delivery

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16
Q

Things to have in mind about Luxury Retailers on the internet

A
  • Many do not sell online but use the Internet to inform and promote
  • Concern that the brand essence cannot be communicated online but changing
  • Smartphone and iPad apps and Facebook communities aim to “create a dialog and get consumers connecting with our brand”.
17
Q

Describe the meaning of “the long tail”

A

Use of efficient economics of online retail to aggregate slow-selling products
(ebay, Amazon, Netflix, iTunes)

The Long Tail bezeichnet die These, dass die klassische betriebswirtschaftliche ABC-Analyse bei virtuellen Gütern nicht mehr greift. Unternehmen mit virtuellen Produkten, so die These, machen den Großteil ihres Umsatzes mit vielen Nischenprodukten und nicht mehr mit Bestsellern

18
Q

What are the key issues of website design

A

Internet potential requires using interactive media

Key issues
1. Register a country‐specific domain name
— Cybersquatting

  1. Arranging payment
    —credit card usage rate, fraud, postal money order or bank check
  2. Localizing sites
    —reflect local culture, language, aesthetics
  3. Addressing privacy issues
    —EU laws more stringent 5. Setting up distribution—local sales tax issues
19
Q

Explain the term broadband

A
  • Has sufficient capacity to carry multiple voice, data, or video channels simultaneously
  • Bandwidth determines the range of frequencies that can pass over a transmission channel
  • Streaming audio and video; 48 million players on Xbox live worldwide
20
Q

Name some new products and services that resulted from the digital revolution

A
  • Cloud Software will not be installed on a computer hard drive but through a web browser
  • Smartphone sales in 2014 of 1.3 billion
  • SMS texting to move to other channels like TV, the Internet, e‐mail.
  • Apple and Android systems
  • Apps—iTunes store has over 50 billion downloads
21
Q

Explain development of Mobile Advertising and Mobile Commerce

A
  • Term for conducting commercial transactions using cell phones
  • Wi‐Fi
  • Cellular data plans via 3G, 4G networks
  • Tablets like iPad, Galaxy
  • Mobile ad spending: $1 billion in 2007; $43 billion in 2014
  • GPS on phones led to locationbased advertising
  • Bluetooth–uses less power than Wi‐Fi, works well with cell phones and covers shorter distances than Wi‐Fi
  • Handles data, not voice
  • Telematics: Cars can exchange info about location or mechanical performance
22
Q

Name some facts about mobile music, gaming & payments

A
  • iTunes downloads in 2006 reached 1 billion; cumulative total of 25 billion downloads
  • Cloud‐based music systems offer a locker for storing music that is accessed by a variety of mobile devices
  • Mobile Gaming revenues of $17.6 billion in 2015
  • E‐sport: video game competitions where pro gamers compete for cash prizes
  • Mobile payments exploded with Apple Pay with iPhone 6 in 2014; more important role of security after credit card cyber‐theft at Home Depot, Target
23
Q

Name some facts about internet phone service

A
  • The “next big thing” for the telecommunications industry
  • VoIP—Voice over Internet Protocol
  • Has the potential to render the current telecommunications infrastructure obsolete
  • Currently only accounts for a small percentage of total global calling
  • Skype acquired by Microsoft for $8.6 billion in 2011

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