adaptive marketing program
TRANSCRIPT
GLOBAL SIMILARITIES & DIFFERENCES
Cultural dimensions
• Individualism / collectivism• High / Low power distance• Masculine / Feminine
• Weak / Strong uncertainty avoidance• Long-term / Short-term orientation• Indulgence / restrain
GLOBAL SIMILARITIES & DIFFERENCES
Cultural dimensions
PRODUCT FEATURES LABELING COLORS MATERIALS SALES PROMOTION ADVERTISING MEDIA
MARKETING ADAPTATION
Determine elements adding more revenue than cost if adapted
BRAND NAME PACKAGING ADVERTISING EXECUTION PRICES ADVERTISING THEMES
GLOBAL PRODUCT STRATEGIES
Some products cross borders without
adaptation better than others
Product standardization
Pro
du
ct
Ad
ap
tati
on
Stra
tegie
s
STRAIGHT EXTENTION
PRODUCT ADAPTATION
PRODUCT INVENTION
Introduce product without change
• Regional version• Country version
• Backward (reintroduce earlier forms)• Forward (new product)
• City version• Retailer version
GLOBAL COMMUNICATION STRATEGIES
Changing marketing communications for each local market
Communication Adaptation
GLOBAL COMMUNICATION STRATEGIES
1. Ensure communications are legal & acceptable2. Check creative strategies & approach3. Vary the message appeal
Global Adaptation
GLOB
AL PR
ICIN
G ST
RATE
GIES
• Uniform price• Market-based price in country• Cost-based price in country
PRICE ESCALATION
One unit charges another unit in the same company a transfer price for goods shipped to foreign subsidiaries
TRANSFER PRICES
GREY MARKETSdiverts branded products from authorized distribution channel
COUNTERFEIT PRODUCTS
GLOBAL DISTRIBUTION STRATEGIES
• International marketing headquarter• Channels between nations• Channels within foreign nations
Channel Entry
GLOBAL DISTRIBUTION STRATEGIES
• Distribution channel complexity• Size & character of retails• High markups• Incomes
Channel Differences