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Global And Domestic Marketing Require Different Strategies

Jun 24, 2008
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.

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.

Values, concerns and attitudes need to be considered for target markets using the concept of 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.

The United States is known as a melting pot, and that means marketing to different cultures within one nation. That's hard enough, but when it must be done across borders, it gets even harder.

Global and Domestic Marketing: Demographics Change Across Borders

Once you have left the United States, 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 ability to influence USA policy also gave them a believe that they could change society. This believe is not equally shared by people of that same generation in other nations.

So you can't take characteristics that best define a USA generation and transfer those characteristics world wide.

Global and Domestic Marketing: USA Psychographic Characteristics Don't Cross Borders

Psychographic characteristics also differ by nations. For one reason, culture, morals, values and attitudes are learned within a society. Different nations develop different social pressures and expectations. They teach different values and attitudes within families and schools.

What is valued in one nation may be considered abhorrent by another, and these attitudes can change over time.

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.

So psychographic characteristics like attitudes, values, and concerns change drastically across borders.

Global and Domestic Marketing: People's Buying Preferences Vary

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.

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.

Surely, people in lots of other nations consider our food buying habits foolish.

This example illustrates that buying habits for even the most fundamental products differ across nations.

Global and Domestic Marketing: Conclusion

Marketing campaigns can not be successfully transferred from one nation to another.

To effectively market internationally, unique marketing campaigns must be developed for each nation. But first marketers and business owners must learn about the people in the targeted 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.
About the Author
Learn more about Marketing In The USA and Marketing Globally at the above links.
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