What do we learn in global marketing?
Today's lectue is about an introdcution to the global marketing.
What is marketing? - To make long story short, it is delivet the value to the cusotmers.
Then, how can we summerize "gobal" marketing in one word or short sentencce- It is "change"
What does change means?
In global marketing concepet, it is adoptation to local needs while maintaining some global common aspects.
There's a lot of example, that fail to adapt to local market such as Wal-Mart.
The link expkan the failer in Germany but I think Wal-Mart is struggling to expand their buisness in Japan. I clearly remember taht my mother said the way Wal-Mart displayed their products is too mesy, so she felt unconfrotable. Now, I have stayed in U.S for a year and U.K for more than 6 months, I have became bit familar wtih the display, but still feel wared.
Then, in global, merketing, adoptation is quite important. But, key question is,
- Where/where to standardize or localize
- And, to what extent
This is because localization cost us a lot while global uniformazation increase the efficiency of marketing.
- Culture
- Legal
- Political
- Technology
- Physical
- Economic
We have to consider these aspects and think about which aspect to localized and which aspects to sustain global common aspects.
Let's see what I can learn from next class.