Creating Marketing Strategies for Customer-Centric Organizations参考.ppt

Global Marketing Strategy Thinking Globally: involves ability to understand markets beyond one’s own country of origin with respect to: Sources of demand Sources of supply Management marketing methods Global Marketing Strategy Organizations must understand markets on a global basis in terms of people Consumers have a myriad array of foreign-made and globally branded products Cultural, ethnic, and motivation variables also affect consumer decisions Global Marketing Strategy Can marketing be standardized? Global Marketing Strategy Can marketing be standardized? - Can a firm use the same marketing  program in all target countries, or must  it create a different program for each? - Which are greater—the similarities  among or differences between  consumers in different countries? - How do advantages of economies of  scale and unified brand image compare  to advantages of culture-specific  messages? Global Marketing Strategy Cross-Cultural analysis: the comparison of similarities and differences in behavioral and physical aspects of cultures Global Marketing Strategy Cross-Cultural analysis: the comparison of similarities and differences in behavioral and physical aspects of cultures Cultural empathy: the ability to understand the inner logic and coherence of other ways of life and refrain from judging other value systems Global Marketing Strategy Cross-Cultural analysis: the comparison of similarities and differences in behavioral and physical aspects of cultures Cultural empathy: the ability to understand the inner logic and coherence of other ways of life and refrain from judging other value systems Ethnography: describing and understanding consumer behavior by interviewing and observing consumers in real-world situations Global Marketing Strategy Intermarket segmentation: the identification of groups of customers who trans