How Global And Domestic Marketing Differ
The world is each 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.
Some companies use a one-size-fits-all marketing approach. This approach is doomed to fail because what people in one culture like, another those in another nation abhor.
To market globally well, you must learn characteristics of the people in each nation and culture. The ideal way is through market segmentation.
Global and Domestic Marketing: Targets Different Types of People
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.
Even with USA residents, culture differs by national origin. Yet, most USA residents have been somewhat assimilated into the USA culture. So differences intensify across borders.
Global and Domestic Marketing: Demographic Segments Differ
Once you have left the United Says, market segmentation criteria vary from nation to nation. Each country is defined by a different history and culture. Marketing using a hockey player works in Canada, but it won’t work in Morocco.
Most of the Western world experienced a baby boom after World War II, but Baby Boomers in the USA experienced birth control, civil rights, and women’s rights differently than the rest of the world. Their capability to influence USA policy also gave them a believe that they could change society. This believe isn’t equally shared by people of that same generation in other nations.
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 considered “good” in one nation might be considered “bad” in another.
For example, it was once common for USA Caucasian families to teach their children that African or Black Americans were inferior and should be treated as such. Some organizations like the Klu Klux Klan even regularly practiced murdering and torturing Blacks and got away with it. And this was after World War I when the Nazis were considered abhorrent for their racial hatred.
This illustrates that many nationally specific events, beliefs and culture form the personalities of people. So personality characteristics must differ nation to nation.
Global and Domestic Marketing: Buying Habits Are Nationally Specific
Because each nation’s economy is based and distributed differently, what people can afford and what they value enough to spend their money on changes across nations.
What people select to purchase results from many factors that are tied to their national experiences and culture.
Take grocery shopping as an example. In many prosperous European nations, people still purchase fresh groceries from local markets and buy every day for that day’s meals.
But in the USA, we buy from huge chains that freeze, can, dehydrate and process in other ways so that food lasts for a long time. Then we buy at least enough for a week at a time, and some people buy for a month at a time. We think shopping everyday would be a terrible inconvenience and that we’re just too busy with our careers and family to spend that much time buying groceries.
I’m sure that many European residents are appalled by our over-processed food and would never consider serving it to their families.
If we are so different in the way we purchase survival products like food, how much more different are we when it comes to buying other products.
Global and Domestic Marketing: Conclusion
Marketing campaigns can not be successfully transferred from one nation to another.
Successful marketing campaigns must be redesigned for each nation. This requires that marketers have to learn as much as possible about people in each nation.
Unfortunately, there is little systematic research being accumulated and shared with business owners about people in other nations. As the world gets smaller and the Internet gets larger, that has to change. We have to do a better job of global and domestic marketing.
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