FRAMEWORK FOR ASSESSING MULTINATIONAL STRATEGIES
Six Global Consumer Segments
2
Strivers
Devouts
Altruists
Intimates
Fun Seekers
Creatives
Six Stage Continuum that ranges form mere awareness of a foreign brand in a local market to a complete global identification of the brand.
COMMUNICATON STRATEGY
STANDARDIZED COMMUNICATIONS
LOCALIZED COMMUNICATIONS
STANDARDIZED PRODUCT
Global strategy:Uniform Product/ Uniform Message
Mixed Strategy:Uniform Product/ Customized Message
LOCALIZED PRODUCT
Mixed strategy:Customized Product/ Uniform Message
Local Strategy:Customized Product/ Customized Message
PRODUCT STRATEGY
A Framework for Alternative Global Marketing Strategies
4
Cross-Cultural Psychographic Segmentation
• The only ultimate truth possible is that humans are both deeply the same and obviously different.
5
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teen market
• Acculturation
• The greater the similarity between nations, the more feasible to use relatively similar marketing strategies
• Marketers often speak to the same “types” of consumers globally
Issues
6
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Comparisons of Chinese and American Cultural Traits
• Chinese Cultural Traits
• Centered on Confucian doctrine
• Submissive to authority
• Ancestor worship
• Values a person’s duty to family and state
• American Cultural Traits
• Individual centered
• Emphasis on self-reliance
• Primary faith in rationalism
• Values individual personality
7
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teen market
• Acculturation
• Growing in Asia, South America, and Eastern Europe
• Marketers should focus on these markets
Issues
8
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teen market
• Acculturation
• There has been growth in an affluent global teenage and young adult market.
• They appear to have similar interests, desires, and consumption behavior no matter where they live.
Issues
9
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teen market
• Acculturation
• Marketers must learn everything that is relevant about the usage of their product and product categories in foreign countries
Issues
10
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Top Related