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International Marketing 17th Edition by Philip Cateora,John Graham,Mary Gilly
النسخة 17الرقم المعياري الدولي: 978-0077842161International Marketing 17th Edition by Philip Cateora,John Graham,Mary Gilly
النسخة 17الرقم المعياري الدولي: 978-0077842161 تمرين 2
Define and discuss the idea of global orientation.
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The strategic thinking involved in any of the stages of international marketing is very important for a company. Ignoring the same could lead to marketing failures. The global orientation is one of the approaches which dominate strategic thinking.
Concept of global market orientation: The gamut of marketing activities for a company following this philosophy is global with a worldwide market. The global marketing strategy focuses on achieving efficiencies of scale through standardized marketing mix across geographies. For the purpose of market segmentation, equal weightage is given to demographic factors like age, income, and language group, usage patterns apart from the country or region. The company develops a global marketing strategy by considering the world as one homogeneous market.
As an entire set of country markets is assumed as a unit, the global market segment identifies groups of potential consumers with similar needs. Accordingly, a market plan is developed which aims for standardization, provided it is cost and culturally effective. It could imply a global marketing plan with a standardized product but country-specific advertising. It means that market planning and marketing mix have a global perspective, and if appropriate in the marketing mix, efficiencies of standardization are pursued.
For example, fast food major MCD, has standardized processes, logo, store decor and layouts. However, country-specific cultural demands and tastes will alter the marketing mix in the form of changes in the product. The menu will include wine in Fr, beer in Ger, or pork burger in Tha. In a nutshell, a global orientation looks at the market for commonalities to be standardized across regions or nation-market groups. The concept is equally effective for a small company which is flexible to take aggressive strategies for the purpose of learning.
The global orientation is the most effective method for many firms involved in international marketing. It means approaching all country markets, including the domestic market as a single global market and standardizing the marketing mix, provided it is culturally practical and cost effective. It however does not mean strictly sticking to only one orientation. What it means is that the international marketing orientation is a factor of product and the market where the firm is operating. As an example, a global giant like P G pursues a global strategy for the product - disposal diapers, but a multi-domestic strategy for the product - detergents in AS markets.
Concept of global market orientation: The gamut of marketing activities for a company following this philosophy is global with a worldwide market. The global marketing strategy focuses on achieving efficiencies of scale through standardized marketing mix across geographies. For the purpose of market segmentation, equal weightage is given to demographic factors like age, income, and language group, usage patterns apart from the country or region. The company develops a global marketing strategy by considering the world as one homogeneous market.
As an entire set of country markets is assumed as a unit, the global market segment identifies groups of potential consumers with similar needs. Accordingly, a market plan is developed which aims for standardization, provided it is cost and culturally effective. It could imply a global marketing plan with a standardized product but country-specific advertising. It means that market planning and marketing mix have a global perspective, and if appropriate in the marketing mix, efficiencies of standardization are pursued.
For example, fast food major MCD, has standardized processes, logo, store decor and layouts. However, country-specific cultural demands and tastes will alter the marketing mix in the form of changes in the product. The menu will include wine in Fr, beer in Ger, or pork burger in Tha. In a nutshell, a global orientation looks at the market for commonalities to be standardized across regions or nation-market groups. The concept is equally effective for a small company which is flexible to take aggressive strategies for the purpose of learning.
The global orientation is the most effective method for many firms involved in international marketing. It means approaching all country markets, including the domestic market as a single global market and standardizing the marketing mix, provided it is culturally practical and cost effective. It however does not mean strictly sticking to only one orientation. What it means is that the international marketing orientation is a factor of product and the market where the firm is operating. As an example, a global giant like P G pursues a global strategy for the product - disposal diapers, but a multi-domestic strategy for the product - detergents in AS markets.
International Marketing 17th Edition by Philip Cateora,John Graham,Mary Gilly
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