Global And Domestic Marketing Require Different Strategies
Author: LindaP.Morton Total views: 22 Word Count: 655
The world is every changing and dynamic, but even with all our technologies at our disposal, people still differ. Those differences can be economic, cultural, demographical, global or domestic and it causes a lot of problems for business owners who want to market their products to people across the globe.
As a result, marketing techniques require the use of national and cultural characteristics.
Using market segmentation to determine values, concerns, and attitudes of target market members requires market research specific to each nation and groups of people within each nation.
Global and Domestic Marketing: Use Different Strategies For Different Nations
The market segment of the United States is dependent on many different factors, ranging from the demographics of the public to what the public needs, want and will buy. But information about USA publics doesn't apply in different nations.
It's difficult enough to market across cultures within the USA, but the difficulty intensifies when marketing across nations.
Global and Domestic Marketing: Demographic Segments Differ
Demographic segments vary across the world. For example, some characteristics for Generation Y in the USA may be similar worldwide, but most will be quite different.
The World War II generation in the USA was influenced by the second world war just like most people in the Western world. However, the influence of Pearl Harbor on the USA WWII generation was greater than for those in the rest of the world.
If a business plans one campaign for the world around characteristics for USA markets, the campaign will fail in the rest of the world.
Global and Domestic Marketing: People From Different Nations Think Differently
The experience of residents of a nation differ just like each nation's history differ. Psychographic characteristics change as experiences change across nations.
What is valued in one nation may be considered abhorrent by another, and these attitudes can change over time.
Consider a change within USA attitudes. Not that long ago a man's wife and children were considered his property, and he had the right to abuse them in anyway that he saw fit. The USA and state governments didn't interfere. But that is not the case today. A man can be convicted for raping his wife, and children are frequently taken away from parents who abuse or even neglect them. But in some nations, a man still has the right to abuse his wife and children. Even murdering them is socially acceptable and legal in some nations.
Thus, how people think, what they consider to be right and wrong, what they fear and value differ from nation to nation.
Global and Domestic Marketing: Buying Habits Are Nationally Specific
Each nation's economic well-being influences buying habits of its citizens.
But spending preferences go beyond people's ability to buy. It is closely tied to culture, social pressure, ideas of success and many other nationally specific characteristics.
Buying differences apply to basic needs as much as they do to discretionary products. In many nations, people buy groceries a day at a time from local markets.
Here in the USA, we don't want to spend that much time buying groceries. We buy fast food on the way to and from work, or we buy food that has to be processed to last weekly or monthly.
People in some nations probably think that USA residents have their priorities messed up to avoid spending their time buying and preparing fresh, healthy foods.
So if we differ so much on something as basic as food, just think how our other buying habits differ.
Global and Domestic Marketing: Conclusion
Developing a marketing campaign for the people in one nation and trying to transfer that campaign to another nation doesn't work.
International marketing demands that a unique marketing program be created for each nation and that marketers know characteristics of the people in each nation.
In order for businesses in all nations to improve their business and national economies, the world needs to share specific characteristics that cause people to respond to marketing campaigns differently. When that happens global and domestic marketing opportunities will become more equal.
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