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Global Marketing

Personality within Cultures

When expanding into a new market, it is important to determine how it is different than the home-culture. Will the new market be receptive to the product as-is or do changes need to be made? How do you market the product? A starting point is Hofstede’s Cultural Insights, where you can compare the Power Insight, […]

Categories
Global Marketing

Coronavirus Strikes

Coronavirus has taken over our lives, no matter where you live, from working-at-home, to stay-at-home orders, to people getting sick.  This has taken a major toll on consumption for all industries. Given the losses the companies are seeing, how are they marketing during this time?  While it is still too early to determine long-term effects, […]

Categories
Global Marketing

Challenges in International Pricing

The authors of the last blog post talked about optimal international pricing strategies. Companies face many different challenges, outside of culture, language, and government policies, when deciding which strategy to implement. These challenges mainly revolve around currency. Export Price Escalation: Prices are often higher in foreign markets in order to ensure that export costs, such […]

Categories
Global Marketing

Drawing in the Customer

Have you ever wondered how that cute pair of jeans showed up on your Facebook profile?  Or the handbag you looked at earlier in the day? The answer is behavioral marketing.  In today’s world, marketers can use consumer behavior to make a detailed, focused marketing campaign for each user.  This is done by using your […]

Categories
Global Marketing

Is Marketing Global?

In today’s world, most businesses are viewed as being global; they do business all around the world. Many businesses start in a domestic market and expand globally over time. Think Amazon, Peloton, H&M. With the expansion of the businesses from a domestic market to a global one, these companies undergo the evolution of marketing. Here, […]