KEY POINTS

• Common trends
• Young people have more faith in peer opinions nowadays than corporate speak. As a marketer you cannot be directive anymore.
• The power of social media in China helps people to share with each other which doctors are good. Chinese doctors have low base pay, and they get a cut of pharmaceutical receipts.
• Apple promoters are not compensated by sales, but by net promoter score. They try to maximize the customer experience in the store. It doesn’t matter if people actually buy in the store or online.
• Word of mouth referrals for doctors are also important in India. So a lot of Indian doctors are putting patients on treatment far too early because they can make money from diagnostics.
• In e-commerce, the availability of credit cards is a constraint in both India and China. Also, people don’t have proper addresses, especially outside the metros. The last 2km in a small town can be a big area. So the company What3Words, a UK-based company, has given three randomized words for a 3x3m space (27 trillion squares across the world).
• In Japan, people refused to buy a product for older people. They say that “It’s for my grandchildren.”