Successful marketing is about sticking to fundamentals, no doubt. But that doesn't mean that all marketing is the same. Indeed, different marketing scenarios call for different tactics and different angles on analysis. Knowing where these differences lies can mean the difference between success and failure.
One of the most distinctive areas of marketing is that of global marketing. While marketing fundamentals still apply, selling a product abroad requires a perspective far different than one used for domestic business.
Below are some key issues and trends to consider when marketing globally.
BEWARE THE CONTEXT!
The key difference between foreign and domestic markets lay in the context in which marketing takes place. Differences in culture, laws, communication, and economies all make for a dizzying venue for formulating marketing strategy.
Domestic marketing often takes culture for granted. We know how our fellow citizens think because we are one of them. But in foreign markets, culture is invariably different than our own. It is the marketer's job to be explicitly aware of these differences and how they impact consumer behavior.
For instance, in America we often joke about nagging mothers-in-law. It's not uncommon to hear or read such a joke in an advertisement. But in Japan, the mother-in-law is revered. That culture has a deep respect for the elderly, and would most likely resent a promotion that mocked that family member.