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.
As a result, marketing techniques require the use of national and cultural characteristics.
Using market segmentation to determine values, concerns, and attitudes of target market members requires market research specific to each nation and groups of people within each nation.
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: Demographic Characteristics Vary By Nation and Culture
In addition, many market segmentation criteria change from nation to nation. For example, generations are influenced by cultural and historical events they experience. Some of those events may be similar across nations, but they are not experienced the same.
Generation X, young adults in the USA, were deeply influenced by the 9-11 terrorists attacks. Because of global mass media, that event was somewhat experienced by young people across the globe. But young people in other countries experienced it differently. Some even celebrated it.
If a business plans one campaign for the world around characteristics for USA markets, the campaign will fail in the rest of the world.
Global and Domestic Marketing: People From Different Nations Think Differently
The experience of residents of a nation differ just like each nation's history differ. Psychographic characteristics change as experiences change across nations.
What is considered "good" in one nation may be considered "bad" in another.
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.
This illustrates that many nationally specific events, beliefs and culture form the personalities of people. So personality characteristics must differ nation to nation.
Global and Domestic Marketing: People's Buying Preferences Vary
Each nation's economic well-being influences buying habits of its citizens.
What people choose to buy results from many factors that are tied to their national experiences and culture.
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.
But in the USA, we buy from large chains that freeze, can, dehydrate and process in other ways so that food lasts for a long time. Then we buy at least enough for a week at a time, and some people buy for a month at a time. We think shopping everyday would be a terrible inconvenience and that we are just too busy with our careers and family to spend that much time buying groceries.
People in some nations probably think that USA residents have their priorities messed up to avoid spending their time buying and preparing fresh, healthy foods.
This example illustrates that buying habits for even the most fundamental products differ across nations.
Global and Domestic Marketing: Conclusion
Developing a marketing campaign for the people in one nation and trying to transfer that campaign to another nation doesn't work.
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.
But the sad truth is that little nation-specific information about people's characteristics is being developed. And much of what is developed remains proprietary. If we are to improve every nation's ability to advance economically, we must accumulate and share this information. Only then will global and domestic marketing provide equal chances of success.
As a result, marketing techniques require the use of national and cultural characteristics.
Using market segmentation to determine values, concerns, and attitudes of target market members requires market research specific to each nation and groups of people within each nation.
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: Demographic Characteristics Vary By Nation and Culture
In addition, many market segmentation criteria change from nation to nation. For example, generations are influenced by cultural and historical events they experience. Some of those events may be similar across nations, but they are not experienced the same.
Generation X, young adults in the USA, were deeply influenced by the 9-11 terrorists attacks. Because of global mass media, that event was somewhat experienced by young people across the globe. But young people in other countries experienced it differently. Some even celebrated it.
If a business plans one campaign for the world around characteristics for USA markets, the campaign will fail in the rest of the world.
Global and Domestic Marketing: People From Different Nations Think Differently
The experience of residents of a nation differ just like each nation's history differ. Psychographic characteristics change as experiences change across nations.
What is considered "good" in one nation may be considered "bad" in another.
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.
This illustrates that many nationally specific events, beliefs and culture form the personalities of people. So personality characteristics must differ nation to nation.
Global and Domestic Marketing: People's Buying Preferences Vary
Each nation's economic well-being influences buying habits of its citizens.
What people choose to buy results from many factors that are tied to their national experiences and culture.
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.
But in the USA, we buy from large chains that freeze, can, dehydrate and process in other ways so that food lasts for a long time. Then we buy at least enough for a week at a time, and some people buy for a month at a time. We think shopping everyday would be a terrible inconvenience and that we are just too busy with our careers and family to spend that much time buying groceries.
People in some nations probably think that USA residents have their priorities messed up to avoid spending their time buying and preparing fresh, healthy foods.
This example illustrates that buying habits for even the most fundamental products differ across nations.
Global and Domestic Marketing: Conclusion
Developing a marketing campaign for the people in one nation and trying to transfer that campaign to another nation doesn't work.
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.
But the sad truth is that little nation-specific information about people's characteristics is being developed. And much of what is developed remains proprietary. If we are to improve every nation's ability to advance economically, we must accumulate and share this information. Only then will global and domestic marketing provide equal chances of success.
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