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Int'l marketing - Globalisation - Coggle Diagram
Int'l marketing - Globalisation
int'l travel & comm. expand → homogeneous world
converging cultures: people living similar lives
ex's Starbucks, google,MTV,models,etc
Causes of globalisation
flight- key factor for globalisation
affordable,preferred,farther/quicker,face-to-face business
cultural interaction→shared values
attitudes←globalisation
2.news &entertainment
programs shown worldwide→ int'l brands
universal appeal=common experience
advertasing
works thru media
potent marketing tool
spreads ideas widely,quickly,effectively
3.politics
social & comic barriers dissolved
ex.Europeam Union
gov'ts consult/act on world issues
↓idealogical difs
news→common culture
Implications for global mkt'
1.marketing never universal;
local values & buying behaviors
global v. local = universal v.particular
regional mgr.responsibility:product has local appeal
2.different communication styles
high context: depends on nonverbal. ex.Asian,Hispanic. ex.Japanese car ad- association
low context:explicit & verbal. ex.U.S. ex.American car ad-explicit
Examples of int'l marketing mistakes
Instant coffee to France
Campbell soups to Europe ($30k lost)
same lang & culture ≠ same message