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Insights on Global and Domestic Marketing

Global and domestic marketing varies considerably because people differ by countries.

As a result, marketing techniques require the use of national and cultural characteristics.

Values, concerns and attitudes need to be considered for target markets using the concept of market segmentation.

Global and Domestic Marketing: Targets Different Types of People

Different cultures within the USA, and across the world, are going to have different buying habits. This presents a problem when you are trying to sell a product across nations.

It’s difficult enough to market across cultures within the USA, but the difficulty intensifies when marketing across nations.

Global and Domestic Marketing: Demographics Change Across Borders

Once you have left the United States, market segmentation criteria vary from nation to nation. Each country is defined by a different history and culture. Marketing using a hockey player works in Canada, but it won’t work in Morocco.

Most of the Western world experienced a baby boom after World War II, but Baby Boomers in the USA experienced birth control, civil rights, and women’s rights differently than the rest of the world. Their ability to influence USA policy also gave them a believe that they could change society. This believe is not equally shared by people of that same generation in other nations.

So you can’t take characteristics that best define a USA generation and transfer those characteristics world wide.

Global and Domestic Marketing: People From Different Nations Think Differently

People’s attitudes, morals, values, concerns, and expectations vary by nations. They result from each nation’s culture, history, experiences, and social expectations. Different nations vary by what they teach in their schools, what they expect within families, the role of established religion, and the type of government.

What is valued in one nation may be considered abhorrent by another, and these attitudes can change over time.

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.

Thus, how people think, what they consider to be right and wrong, what they fear and value differ from nation to nation.

Global and Domestic Marketing: Buying Habits Are Nationally Specific

Each nation’s economic well-being influences buying habits of its citizens.

Obviously, the people in some nations have more spending power and more discretionary income than those in other nations. But even among comparatively wealthy nations, people spend differently.

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.

Here in the USA, we don’t want to spend that much time buying groceries. We buy fast food on the way to and from work, or we buy food that has to be processed to last weekly or monthly.

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.

So if we differ so much on something as basic as food, just think how our other buying habits differ.

Global and Domestic Marketing: Synopsis

Marketing campaigns can not be successfully transferred from one nation to another.

Successful marketing campaigns must be redesigned for each nation. This requires that marketers have to learn as much as possible about people in each nation.

In order for businesses in all nations to improve their business and national economies, the world needs to share specific characteristics that cause people to respond to marketing campaigns differently. When that happens global and domestic marketing opportunities will become more equal.

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