In eight pages this paper examines the Singapore market and what must be considered when promoting goods and services in the region. Eleven sources are listed in the bibliography.
Name of Research Paper File: CC6_KSmktgSinga.rtf
Unformatted Sample Text from the Research Paper:
concept of globalization is no longer new, but it still provides more than enough questions for which there can be several acceptable answers. In the case of marketing, the
trend toward globalization and thinking in terms of the global market also raises the question of how to market goods and services around the world. If there is one
company and one product or class of products, should the approach to marketing them not be the same regardless of venue? That too-simplistic
view has created more trouble than benefit for many who have tried to market their goods in that manner. When Gerber introduced its baby foods in Africa several years
ago, it retained the same labeling pattern it has used for decades in the United States, that which featured a beautiful, smiling baby on the label. In the regional
culture, however, it was customary to picture on the outside only those things contained within the package. Consumers were horrified; Gerber was forced to change that picture to one
featuring peas or carrots instead. Such is not the case in Singapore. Marketing in this now-mature economy is not much different than marketing in North America or Europe.
Todays Singapore In 1960, Singapore and Nepal were even in economic status. They shared the distinction of being two of the worlds
poorest countries; the difference in them now is that the government of Singapore instituted the first of a series of five-year plans designed for building an export-driven economy and improving
the living standard of its people. Singapore not only succeeded in its efforts, it succeeded mightily. Per capita income today is US$24,700, and it was only the