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Global Marketing
For U.S. marketers that’s relatively straightforward – but, how do you market laundry detergent to people living in Norway? Not so simple! There have been hundreds of failed global marketing attempts and not all companies recover what they lose. So, now we will look at the traditional components of the marketing mix but from a global perspective!
The Relationship Between Product and Promotion
With the emerging force of globalization, the distinction between marketing within an organization’s home country and marketing in external markets is disappearing very quickly. Organizations are modifying marketing strategies to meet challenges of a global marketplace in addition to sustaining their competitiveness within home markets. An effective global marketing plan enables brands to tweak products for local markets while using the most effective promotional channels to reach consumers. The “Four P’s” (product, price, placement, and promotion) of marketing are all affected as a company moves through different phases to become and maintain dominance as a global company. Promotion becomes particularly important for positioning the company in a way that a single product can be adjusted for different markets.
Promotion and Product
Before launching promotions, global companies must define their target markets. In addition to pinpointing which price point and distribution channels would best serve those country markets, global marketers must decide how to introduce products. Promotional tactics for global audiences can range from television commercials to social media marketing on Facebook, YouTube, Twitter and other channels. Local languages, colors, and religious beliefs all impact how global marketers promote their products and services in different countries.
Changes in Promotion
Before a company decides to become global, it must consider factors unique to the international marketing environment. These factors are social, cultural, political, legal, competitive, economic, and even technological in nature. Ultimately, at the global marketing level, a company trying to speak with one voice is faced with many challenges when creating a worldwide marketing plan. Such as language religious and cultural barriers.
The smart companies will vary their marketing mix from country to
country, depending on differences in national culture, economic
development, product development, distribution channels, etc.
Global Connections: A snapshot of international business in Utah
The tail for the 787 Dreamliner and the structure that supports the dashboard for all of Boeing’s airplanes are produced at facilities in West Jordan, UT and Salt Lake City, UT. Airplane parts are just one example of the many interesting products exported from Utah that may surprise people. Utah’s exports range from dairy products made at Schreiber Foods’ facility in Logan that are eaten in well-known restaurants around the world to courts produced by Connor Sport Court of Salt Lake City that will be used in the Brazil Olympic Games. Utah has received many accolades recognizing it for its economic success, and part of this success can be attributed to the focus that has been placed on expanding companies internationally.
Examples Here in Utah
Globalization is alive and well, but the most important aspect of it is our ability to humanly connect with each other. Only then will our international business endeavors be successful.
Utah has a unique advantage when it comes to understanding culture and conducting international business. I have not seen any other place in the world where people speak so many languages from so many different countries. This knowledge of language often does not come from the classroom but from serving religious missions or time living abroad doing humanitarian work.
LipSense, dōTERRA, Nu Skin, Young Living, Nature’s Sunshine, Tahitian Noni/Morinda, Amway, Melaleuca, Neways, Thrive, Xango/Zija, Younique, Jamberry, Unicity. If these names sound familiar to you, you probably live in Utah, the number one state in the union for multi-level marketing companies. Most multi-level marketing companies in Utah conduct business worldwide.
References
Utah Business, Press Releases, Travel and Tourism (2015, August 15). Utah Tourism Marketing Expands to Draw in Global Audience. Retrieved, March 23, 2018 from https://utahbusiness.com/8075-2/
(2017, August 31). Globalization Gold: Understanding culture is essential for business success. Retrieved, March 23, 2018 from https://utahbusiness.com/globalization-gold-understanding-culture-essential-business-success/
Religion News Service by Jana Riess (2017, June 20). Ten reasons Mormons dominate multi-level marketing companies. Retrieved, March 23, 2018 from https://religionnews.com/2017/06/20/10-reasons-mormons-dominate-multi-level-marketing-companies/
Daily Herald (2017, May 11). Thirteen successful multi-level marketing companies based in Utah county. Retrieved April 15, 2018 from https://www.heraldextra.com/business/local/successful-multi-level-marketing-companies-based-in-utah-county/collection_8720a5f3-7203-5b55-864a-f0f3323a2551.html
Utah Business, from https://utahbusiness.com/olympic-dreams-utah-is-ready-willing-and-waiting-to-welcome-the-world-again/
LICENSES AND ATTRIBUTIONS
Global Marketing by Lumen Learning is licensed under CC BY-NC-SA 4.0 / A derivative from the original work Original Work
