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Marketing / Textbooks / Boundless Marketing / Global Marketing / Global Marketing Mix

Concept Version 5

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Local languages, colors, and religious beliefs all impact how global marketers

promote their products and services in different countries.

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when developing worldwide advertising: building a brand while speaking with one voice, developing

economies of scale in the creative process, maximizing local effectiveness of advertisements, and

increasing the company's speed of implementation. Global marketers can use the following approaches

when executing global promotional programs: exporting executions, producing local executions, and

importing ideas that travel.

Factors in Global Promotion

To successfully implement these approaches, brands must ensure their promotional campaigns take

into how consumer behavior is shaped by internal conditions (e.g., demographics, knowledge, attitude,

beliefs) and external influences (e.g., culture, ethnicity, family, lifestyle) in local markets.

Language - The importance of language differences is extremely crucial in global marketing, as

there are almost 3,000 languages in the world. Language differences have caused many problems

for marketers in designing advertising campaigns and product labels. Language becomes even

more significant if a country's population speaks several languages.

Colors - Colors also have different meanings in different cultures. For example, in Egypt, the

country's national color of green is considered unacceptable for packaging because religious

leaders once wore it. In Japan, black and white are colors of mourning and should not be used on a

product's package. Similarly, purple is unacceptable in Hispanic nations because it is associated

with death.

Values - An individual's values arise from his or her moral or religious beliefs and are learned

through experiences. For example, Americans place a very high value on material well-being and

are much more likely to purchase status symbols than people in India. In India, the Hindu religion

forbids the consumption of beef.

Business norms - The norms of conducting business also vary from one country to the next. In

France, wholesalers do not like to promote products. They are mainly interested in supplying

retailers with the products they need.

Religious beliefs - A person's religious beliefs can affect shopping patterns and products purchased

in addition to his or her values. In the United States and other Christian nations, Christmas time is

a major sales period. But for other religions, religious holidays do not serve as popular times for

purchasing products.

There are many other factors, including a country's political or legal environment, monetary

circumstances, and technological environment that can impact a brand's promotional mix. Companies

have to be ready to quickly respond and adapt to these challenges as they evolve and fluctuate in the

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market of each country.

Changing the Global Promotional Mix

When launching global advertising, public relations or sales campaigns, global companies test

promotional ideas using marketing research systems that provide results comparable across countries.

The ability to identify the elements or moments of an advertisement that contribute to the success of a

product launch or expansion is how economies of scale are maximized in marketing communications.

Market research measures such as flow of attention, flow of emotion, and branding moments provide

insight into what is working in an advertisement in one or many countries. These measures can be

particularly helpful for marketers since they are based on visual, not verbal, elements of the

promotion.

Considering these measures along with conducting extensive market research is essential to

determining the success of promotional tactics in any country or region. Once brands discover what

works (and what does not) in their promotional mix, those ideas can be imported by any other market.

Likewise, companies can use this intelligence to modify various elements in their promotional mix that

are receiving minimal or unfavorable response from global audiences.

Bayer Aspirin, U.S. is expanding its operation and wants to make product

available in Croatia. What must the company take into consideration when

planning its Croatian expansion?

Consistency in branding, how much the increase in production will lower the cost of

sales and how quickly it will be able to fill demand by when increasing its supply

capabilities., Translating and communicating the advertising message accurately,

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KEY TERM REFERENCE

Branding — Appears in these related concepts: Value of Branding, The Challenge of

Competition, and Future Changes in Retailing

Consumer — Appears in these related concepts: Client-Based Relationships,

Marketing Classes of Products, and Defining Consumers

Consumer Behavior — Appears in these related concepts: Family , Holistic

Marketing, and Perception

Market — Appears in these related concepts: Assets, Targeting Consumers Where They

Spend Time, and Addressing Market Needs

Market Research — Appears in these related concepts: Developing Insights and an

Action Plan, Naming Brands, and Databases

Marketing Research — Appears in these related concepts: Analyzing Data, Goals of

Consumer Market Research, and Defining Objectives and Formulating Problems

Promotion — Appears in these related concepts: Promotional Objectives, The

Marketing Mix, and Sales Promotion

Public — Appears in these related concepts: Environmental Management, Types of

Businesses, and Public Relations

Public relations — Appears in these related concepts: The Promotion Mix, Public

Relations Tools, and Careers in Marketing

Service — Appears in these related concepts: Nonprice Competition, Perishability , and

The Service Economy

advertisement — Appears in these related concepts: Informative, Persuasive, and

Reminder Advertising, High/Low Pricing, and AIDA Model

advertising — Appears in these related concepts: A Brief Definition, Trends in

Advertising, and The Promotion Mix

attitude — Appears in these related concepts: Attitude, Defining Attitude, and Attitudes

belief — Appears in these related concepts: Consumer Perception of Communication,Setting Goals, and Quantitative vs. Qualitative Research

brand — Appears in these related concepts: Promotion Strategies, Defining a Brand,

and Determining a Budget

cultural or religious proclivities and traditional business practices inherent to the

country., All of these answers., or Comparable market research data, the country's

adaptability to change and if successful marketing tactics in use can be translated

accurately enouhg to impact the new market.

https://www.boundless.com/questions/bayer-aspirin-u-s-is-expanding-its-operation-and-wants-to-make-product-available-in-croatia-what-must-the-company-take-into-consideration-when-planning-its-croatian-expansion-36198/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/integrated-marketing-communications-85/determining-a-budget-428-6894/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/branding-and-packaging-10/branding-74/defining-a-brand-370-4146/https://www.boundless.com/business/textbooks/boundless-business-textbook/marketing-communications-17/promotion-104/promotion-strategies-491-1624/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/introduction-to-consumers-33/quantitative-vs-qualitative-research-175-4086/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/integrated-marketing-communications-85/setting-goals-427-4085/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/introduction-to-integrated-marketing-communications-81/consumer-perception-of-communication-405-4058/https://www.boundless.com/psychology/textbooks/boundless-psychology-textbook/social-psychology-20/social-cognition-103/attitudes-391-12926/https://www.boundless.com/management/textbooks/boundless-management-textbook/organizational-behavior-5/drivers-of-behavior-44/defining-attitude-227-7241/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/influences-of-personality-on-the-consumer-decision-process-41/attitude-208-4118/https://www.boundless.com/users/154146/textbooks/understanding-business/marketing-communications-16/the-promotion-mix-132/the-promotion-mix-459-7494/https://www.boundless.com/business/textbooks/boundless-business-textbook/marketing-communications-17/advertising-107/trends-in-advertising-502-1302/https://www.boundless.com/users/154146/textbooks/understanding-business/marketing-communications-16/the-promotion-126/a-brief-definition-445-330/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/introduction-to-integrated-marketing-communications-81/aida-model-406-4060/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/pricing-8/specific-pricing-strategies-63/high-low-pricing-319-1055/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/the-advertising-campaign-88/informative-persuasive-and-reminder-advertising-438-219/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/services-marketing-6/the-importance-of-services-48/the-service-economy-241-7992/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/services-marketing-6/services-versus-products-49/perishability-248-404/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/pricing-8/competitive-dynamics-and-pricing-58/nonprice-competition-292-403/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/introduction-to-marketing-1/the-importance-of-marketing-22/careers-in-marketing-131-7051/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/public-relations-89/public-relations-tools-445-6615/https://www.boundless.com/business/textbooks/boundless-business-textbook/marketing-communications-17/promotion-104/the-promotion-mix-492-5112/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/the-promotion-mix-83/public-relations-416-10590/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/business-to-business-marketing-5/business-markets-44/types-of-businesses-222-856/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/the-marketing-environment-3/the-marketing-environment-29/environmental-management-157-145/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/the-promotion-mix-83/sales-promotion-415-10910/https://www.boundless.com/business/textbooks/boundless-business-textbook/marketing-and-the-customer-relationship-14/marketing-strategies-92/the-marketing-mix-433-3332/https://www.boundless.com/users/154146/textbooks/understanding-business/marketing-communications-16/the-promotion-126/promotional-objectives-446-259/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/the-market-research-process-34/defining-objectives-and-formulating-problems-176-10612/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/introduction-to-consumers-33/goals-of-consumer-market-research-174-7991/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/the-market-research-process-34/analyzing-data-179-7307/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/technology-to-assist-market-research-35/databases-183-4842/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/branding-and-packaging-10/branding-74/naming-brands-376-1057/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/the-market-research-process-34/developing-insights-and-an-action-plan-180-854/https://www.boundless.com/business/textbooks/boundless-business-textbook/introduction-to-business-1/what-is-a-business-22/addressing-market-needs-131-7861/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/social-media-and-technology-trends-99/targeting-consumers-where-they-spend-time-489-1299/https://www.boundless.com/business/textbooks/boundless-business-textbook/financial-statements-18/the-balance-sheet-111/assets-522-5/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/influences-of-personality-on-the-consumer-decision-process-41/perception-205-10606/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/introduction-to-marketing-1/evolution-of-the-marketing-orientation-19/holistic-marketing-119-3586/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/social-influences-on-the-consumer-decision-process-42/family-212-894/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/introduction-to-consumers-33/defining-consumers-173-1278/https://www.boundless.com/business/textbooks/boundless-business-textbook/product-and-pricing-strategies-15/product-strategy-98/marketing-classes-of-products-461-1150/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/services-marketing-6/services-versus-products-49/client-based-relationships-250-610/https://www.boundless.com/users/153903/textbooks/marketing/retailing-and-wholesaling-16/future-changes-in-retailing-93/future-changes-in-retailing-386-11238/https://www.boundless.com/management/textbooks/boundless-management-textbook/introduction-to-management-1/current-challenges-in-management-21/the-challenge-of-competition-138-7578/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/branding-and-packaging-10/branding-74/value-of-branding-371-611/


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communication — Appears in these related concepts: Choosing the Right Method for

the Message, Formal Communications, and The Communication Process

culture — Appears in these related concepts: Culture Media, Cultural Values, and

Context of Culture and Gender

demographic — Appears in these related concepts: The Technology Life Cycle, Policy

Making and Special Interests, and Audience

economies of scale — Appears in these related concepts: Definition and Challenges

of a Global Corporation, Purchasing Inventory , and Economies of Scale and Network Externalities

global marketing — Appears in these related concepts: Changes in Placement, The

Relationship Between Product and Promotion, and Global Considerations in Branding and Packaging

marketing — Appears in these related concepts: The Purposes of Packaging, Word of

Mouth, and Salesperson Personalities

marketing environment — Appears in these related concepts: Global Marketing in

the U.S., SIVA: Solution, Incentive/Information, Value, and Access, and The Dynamic Environment

marketing strategy — Appears in these related concepts: Marketing as an

Entrepreneurial Force, The Importance of Price to Marketers, and Service Marketing Management and

Metrics

process — Appears in these related concepts: Company Capabilities, Preparing for

Team Presentations, and Classifying Business Products

product — Appears in these related concepts: New Product Development, Product,

Placement, Promotion, and Price, and The State of Competition

retailer — Appears in these related concepts: Functions of Intermediaries, Channel

Power, Control, and Leadership, and Value of Retailing

strategy — Appears in these related concepts: Making Strategy Effective, Marketing by

Individuals and Firms, and Considering the Organizational Life Cycle

tactics — Appears in these related concepts: Training Programs, Relationship Selling,

and Creating Advertisements

trend — Appears in these related concepts: Line of Best Fit, Selected Financial Ratios

and Analyses, and Scanning and Analysis

value — Appears in these related concepts: The Meaning of Price, Basic Color

Vocabulary , and Gouache

wholesaler — Appears in these related concepts: Merchant Wholesalers, Factors Affecting Channel Choice, and Classifying Consumer Products

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Changes in Promotion.pdf

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