Example Examination Questions 02

What are some differences between domestic and global marketing plans? Domestic marketing is about knowing the customer or organization in a context which includes the competition, government policy and regulations, and the broader economic, social and political macro forces that shape the evolution of markets. Global marketing, apart from considering these factors, additionally emphasises on forging alliances (relationships) or developing networks, working with home country government officials and industry competitors to gain access to target market.

What are some differences between domestic and global marketing plans? As compared to domestic marketing where the objective lies in satisfying the organizational goals, global marketing brings about a shift in objective towards one of satisfying the stakeholders – including employees, society, government, Though both, domestic and global, marketing plans require the identification of product/market objectives, and analysis of internal and external environment, the differences between the two lie in the degree of market similarities and differences, and the extent to which the product to be marketed is environmentally sensitive

How do environmental factors differ in domestic and global marketing plans? Government Actions: Government actions can either support or inhibit the marketing strategy. Such actions can involve subsidies, operational regulations, licensing requirements, price controls and materials access restrictions. For global marketing plans, additional factor can be trade barriers, taxation considerations, foreign exchange regulations, etc. Demographic Changes: Demographics play a vital role in the success or failure of a marketing strategy. Factors to consider are education, age, income and geographic location. For global marketing plans, it is crucial to have accurate information on demographics so as to ensure that product/service is aimed at the right target.

How do environmental factors differ in domestic and global marketing plans? Cultural Trends: Cultural factors affect market penetration of a product/service. In particular, global marketing plans should place greater emphasis on prevailing cultural trends in the target country. Environmental factors can significantly influence domestic and global marketing decisions. It is an organization's marketing manager's responsibility to research legal, social, ecological, cultural, and technological factors that may negatively impact the success of a product marketed. Past, present or future, it pays to invest in market research in the hope of revealing the potential of all environmental factors before launching a product or services either domestically or globally.

What ethical considerations must be taken into account when marketing a product globally or domestically? Decision areas that likely require an ethical thought are: Employment Practices and Policies Consumer Protection Environmental Protection Basic human rights and fundamental freedoms Involvement in political affairs of the country

How do Cultural Differences Affect Your Global Marketing Message ? Tailor the Message to the Culture In many national cultures significant accomplishment in life is taken as a measure of success. People who meet these standards of success are regarded highly. Consequently these cultures more readily accept marketing presented to them along the lines of the achievement of their goals. However, the same type of marketing copy presented to people who consider status in life a result of birthplace, social standing and influence (or the lack of it) isn't acceptable and will get poor marketing results.

How do Cultural Differences Affect Your Global Marketing Message ?

There are countries where people fear uncertainty and risk-taking, while in others the "you-too-can-succeed" attitude thrives. Some cultures grimace at the use of terms, symbols or even colors, repugnant in their life experiences. Different colors appeal more in certain countries, particularly in religious societies, than in others. For example, red is very much a color of luck to the Chinese, but a warning sign to many other nationalities. In China, gold is almost always a sign of prosperity and success. The issue of color selection in marketing applies not only to print and media ads, but also to web sites.

How do Cultural Differences Affect Your Global Marketing Message ?

Gender is a factor when considering your target market in any country, but in some societies it is more relevant than in others. If you are selling medical supplies in the Russian Republic today you should be aware the vast majority of Russian doctors are women. However in countries like the U.S., Australia and the U.K. men make up the majority of doctors. Gender esteem also has significant implications in countries like Japan, Austria and in Arab countries where males often command ultimate decision authority over females. In contrast, in Sweden the female population has a much greater say in purchasing decisions.

How do Cultural Differences Affect Your Global Marketing Message ?

Gender is a factor when considering your target market in any country, but in some societies it is more relevant than in others. If you are selling medical supplies in the Russian Republic today you should be aware the vast majority of Russian doctors are women. However in countries like the U.S., Australia and the U.K. men make up the majority of doctors. Gender esteem also has significant implications in countries like Japan, Austria and in Arab countries where males often command ultimate decision authority over females. In contrast, in Sweden the female population has a much greater say in purchasing decisions.

How do Cultural Differences Affect Your Global Marketing Message ?

Political Influences on Business Culture Political influences past and present can also affect the way people view what they read or hear. Some people have never known, or have only recently had the freedom to choose for themselves. Others rely on their governments or what they consider to be their "betters" to tell them what is good and what should be avoided. A seal of government approval in some countries will increase trust in a particular product, while in others any mention of the government could lead the reader to throw the piece away in disgust

How do Cultural Differences Affect Your Global Marketing Message ?

Political Influences on Business Culture In societies where individual thought and action has been suppressed for hundreds of years, individuals might not have the experience or capability to go through a rational thought processes. Consequently coming up with a positive and bold action to buy your product may be difficult for them. These people need to have everything explained to them in minute detail every step of the way until they are confident in their decision to buy.

How do Cultural Differences Affect Your Global Marketing Message ?

Special Considerations in Emerging Markets The Chinese and Indian markets in particular front the charge of emerging markets on the global business scene and will represent a significant part of world marketing growth for decades to come. Family structures in China, Japan and other Asian countries differ greatly from those in many other countries. Family considerations command respect in all matters, including investments and individual actions. Collective considerations are often uppermost in the minds of people who have lived under such conditions all their lives. Because older family members command so much respect and influence they are the logical target audience.

How do Cultural Differences Affect Your Global Marketing Message ?

One of the most evident factors in dealing with and selling to Asian cultures is the avoidance of "loss of face," The Chinese have a business culture based on the social standing and reputation of individuals. To do anything the Chinese consider as demeaning or reducing their personal standing is tantamount to insulting them profusely, which they see as a loss of face. The use of embarrassing terms or causing any unease on social issues will kill marketing copy stone dead. On the other hand, the Chinese highly respect tradition and longevity and as a result react positively to copy that emphasizes the history and prestige of any company trying to enter their market.

How do Cultural Differences Affect Your Global Marketing Message ?

In India collective cultures have been a way of life for hundreds of years. The caste system of social standing is paramount in Indian society and presents particular challenges to avoid causing offence. In business circles Sindhis, Marwaris and Gujratis dominate business houses, many of which were built on (and are still based on) family values and ideals. Religious beliefs play a significant role in Indian society. Religion influences every aspect of their lives including their response and reaction to marketing copy. Motivational selling techniques are considered crass to many Indians while educational, emotive and informative data is more readily accepted.

How do Cultural Differences Affect Your Global Marketing Message ? Put Yourself in Your Buyer's Shoes With careful research of cultural differences you can craft the right words to maximize your message impact in the international market. Marketing to the global community calls for no more thought than marketing anywhere really, you simply have to put yourself in your buyer's shoes.