The world is a small place thanks to the Internet, but there are still plenty of differences between people. Those differences often translate into problems when companies have to market across nations because people think and act differently by nations.
To market internationally well requires that marketing utilizes national and cultural characteristics. Differences in people by nations and culture need to be considered for target markets.
Global and Domestic Marketing 1: People In Every Nation Differ
As any marketing student can tell you, the market segment of the United States is dependent on many different factors, including demographic and psychographic characteristics and buying behaviors. Each of these types of characteristics change from nation to nation so marketing that doesn’t also change is doomed to fail.
Good global marketing considers these characteristics and how they change what people want, need, and will buy. Effective global marketing campaigns alter marketing strategies, tactics, and messages to match the people in each nation.
Global and Domestic Marketing 2: Demographic Characteristics Change By Nations
Once you move beyond marketing in the United States, each country is defined by a different history and culture. Thus, marketing to the same generation differs. For example, what an 18-year-old in the United States wants, differs greatly from what an 18-year-old in Sudan wants.
Global and Domestic Marketing 3: Psychographic Characteristics Are Affected By Culture
A major part of the concept of marketing segments is psychographic characteristics. These also be differ across the nations. Every single culture on Earth has its own morals, values and culture, and that means different cultures will put different pressures on their citizens.
North Korea puts the pressure of following the “Glorious Leader” on its citizens, while Britain is very different. What one culture wants is very different from what another culture considers acceptable.
Over time, what a culture considers to be acceptable changes. Once marketers focused on women as being only housewives. In some countries that is still acceptable, and marketers still focus on that segment and attitude. But in many nations, marketers no longer portray women in that way.
Global and Domestic Marketing 4: Buying Power And Habits Vary
Throughout world markets, people buy differently because of different buying behaviors that have been affected by what they need, what they can buy and how much money they have. People with more spending power have very different buying habits from those with less money to spend. This is true across the world and within nations.
Furthermore, people’s buying habits change. For example, in Europe people buy their food fresh for the meals they are having that day, while in North America, they buy what they need for a month at a time, and freeze it or store it.
North Americans don’t want to keep going out to buy food, Europeans don’t want to eat frozen food.
Global and Domestic Marketing Conclusion
Devising a marketing campaign for one country, and then using that same marketing campaign for another country is doomed to fail.
To do it right, there must be unique marketing campaigns for each country individually. However, it is important to first learn about the country and its people. Only with that information will global and domestic marketing have similar success.
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