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.
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.