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The Global Market and How it |
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The basic elements in developing a global marketing mix are developed from the four basic principles of marketing (product, place, promotion, and price) to overcome cultural bariers. Prerequisite: Develop a thorough understanding of the global target market using a one product, one message strategy along with changes to suit local needs such as the products measurement, unit size, and labeling; always keeping the brand intact (ex. selling singles in poor countries). Multinational Marketing (products are promoted differently depending on the region) versus Global Marketing (products are promoted the same to the world as a whole). Multinational marketing determines common promotional tactics between nations while also acknowledging cultural differences and traditions. Marketers must customize and adapt products, promotion and distribution to the local market condition. Ex. Head and Shoulders shampoo is profitable in both the United States and China due to the large number of people with black hair Global marketing can heavily depend on global media including satellite television so marketers can standardize products, promotion, and distribution to one world market. Corporations can practice global marketing standardization based on a common theme such as basketball (Nike and Reebok). Class Activity: Developing Sensitivity to Other Cultures http://laptopfoundation.org/en/index.shtml Understanding the differences among the cultures of countries can be important to a firm
From pages 100-101 in our text book. Take out a piece of paper and match the country with the cultural descriptor provided . A) Saudi Arabia 1. When people in this country table a motion, they want to discuss it. In America, “ to table a motion“ means to put off discussion. 2. In this country, special forms of speech called Keigo convey status among speakers. When talking with a person in this country, one should know the person’s rank. People in this country will not initiated conversation without a formal introduction. 3. People from this country pride themselves on enhancing their image by keeping others waiting. 4. When writing a business letter, people in this country like to provide a great deal of background information and detail before presenting their main points. 5. Foreign man to inquire about another man’s wife (even a general question about how he or she is doing) is considered very offensive in this country. Match the country with the cultural descriptor provided. F) China 6. When in this country, you are expected to negotiate the price on goods you wish to purchase. 7. While North Americans want to decide the main points and a business meeting and leave the details for later, people in this country need to have all the details decided before the meeting ends, to avoid suspicion and distrust. 8. Children in this country learn from a very early age to look down respectfully, when talking to those of higher status. 9. In this country, the husband is the ruler of the household, and the custom is to keep the woman hidden. 10. Many business people from the United States experience frustration because yes does not always mean the same thing in other countries. For example, the word yes in this country means, ”OK, I want to respect you and not offend you.” it does not necessarily show agreement. STOP Lets now take a moment to discuss our answers. Homework: Homework: Review the Work of Geert Hofstede Please review the links above and return to class ready to argue whether or not Geert Hofstede is correct in his assumptions concerning national cultural values and their relation to global marketing strategy. Is he merely stereotyping, using information derived from the IBM corporate culture, not applicable outside IBM or is his work useful to any corporate marketing strategy effort? Prepare to assert and defend your argument using full text periodical references from our library databases here at school. Supporting Web Links http://www.cyborlink.com/besite/hofstede.htm (Explanation) http://geert-hofstede.international-business-center.com/mcsweeney.shtml (Criticism) http://www.geert-hofstede.com/hofstede_dimensions.php (Application) |
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