FRAMEWORK FOR ASSESSING MULTINATIONAL STRATEGIES

Six Global Consumer Segments

2

Strivers

Devouts

Altruists

Intimates

Fun Seekers

Creatives

Six Stage Continuum that ranges form mere awareness of a foreign brand in a local market to a complete global identification of the brand.

COMMUNICATON STRATEGY

STANDARDIZED COMMUNICATIONS

LOCALIZED COMMUNICATIONS

STANDARDIZED PRODUCT

Global strategy:Uniform Product/ Uniform Message

Mixed Strategy:Uniform Product/ Customized Message

LOCALIZED PRODUCT

Mixed strategy:Customized Product/ Uniform Message

Local Strategy:Customized Product/ Customized Message

PRODUCT STRATEGY

A Framework for Alternative Global Marketing Strategies

4

Cross-Cultural Psychographic Segmentation

• The only ultimate truth possible is that humans are both deeply the same and obviously different.

5

Cross-Cultural Consumer Analysis

• Similarities and differences among people

• The growing global middle class

• The global teen market

• Acculturation

• The greater the similarity between nations, the more feasible to use relatively similar marketing strategies

• Marketers often speak to the same “types” of consumers globally

Issues

6

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Comparisons of Chinese and American Cultural Traits

• Chinese Cultural Traits

• Centered on Confucian doctrine

• Submissive to authority

• Ancestor worship

• Values a person’s duty to family and state

• American Cultural Traits

• Individual centered

• Emphasis on self-reliance

• Primary faith in rationalism

• Values individual personality

7

Cross-Cultural Consumer Analysis

• Similarities and differences among people

• The growing global middle class

• The global teen market

• Acculturation

• Growing in Asia, South America, and Eastern Europe

• Marketers should focus on these markets

Issues

8

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Cross-Cultural Consumer Analysis

• Similarities and differences among people

• The growing global middle class

• The global teen market

• Acculturation

• There has been growth in an affluent global teenage and young adult market.

• They appear to have similar interests, desires, and consumption behavior no matter where they live.

Issues

9

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Cross-Cultural Consumer Analysis

• Similarities and differences among people

• The growing global middle class

• The global teen market

• Acculturation

• Marketers must learn everything that is relevant about the usage of their product and product categories in foreign countries

Issues

10

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall