F10++MKTG+3104+Student+07.+Global+Markets+ppt

Why is global marketing so hard to do well 1

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Why is global marketing so hard to do well? 1. Differences in economic environments create the need for new and unfamiliar strategies Consumer income and purchasing power Economic infrastructure (transportation, communication, financial, distribution)
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Why is global marketing so hard to do well? 2. Cultural diversity complicates communication and the identification of customer needs. Values - preferred states of existence Individualism vs. collectivism Uncertainty avoidance Time orientation Customs – normal behaviors or norms Symbols Language---detergent
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Why is global marketing so hard to do well? 3. Cultural ethnocentrism (belief in the superiority of your own culture) makes you insensitive to differences or disrespectful of them . We are socialized to regard our own cultural values and customs as ________ Social behaviors can be _________ and hard to control.
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Global Marketing Takeaway The marketing principles are the same, but strategic choices and good execution are harder when marketing in another culture. Global strategy can be a goal, but some strategy adaptation is generally necessary. Marketing reflects culture, but it is also an agent of cultural change. Changes in population, economies, politics, and technology continually reshape the positions of markets and marketers around the globe.
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