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FRAMEWORK FOR ASSESSING

MULTINATIONAL STRATEGIES

Six Global Consumer Segments


Strivers
Devouts
Altruists
Intimates
Fun Seekers
Creatives
2

Six Stage Continuum that ranges form mere awareness of


a foreign brand in a local market to a complete global
identification of the brand.

A Framework for Alternative Global Marketing


Strategies
COMMUNICATON
STRATEGY

PRODUCT
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

Cross-Cultural
Psychographic Segmentation
The only ultimate truth possible is that humans are both
deeply the same and obviously different.

Cross-Cultural Consumer Analysis


Issues
Similarities and
differences among
people
The growing global
middle class
The global teen market
Acculturation
6
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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

Comparisons of Chinese and American


Cultural Traits
Chinese Cultural Traits
Centered on Confucian
doctrine
Submissive to authority
Ancestor worship
Values a persons duty to
family and state

American Cultural Traits


Individual centered
Emphasis on self-reliance
Primary faith in rationalism
Values individual
personality

Cross-Cultural Consumer Analysis


Issues
Similarities and
differences among
people
The growing global
middle class
The global teen
market
8

Acculturation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Growing in Asia, South


America, and Eastern
Europe
Marketers should
focus on these
markets

Cross-Cultural Consumer Analysis


Issues
Similarities and
differences among
people
The growing global
middle class
The global teen
market
9

Acculturation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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

Cross-Cultural Consumer Analysis


Issues
Similarities and
differences among
people
The growing global
middle class
The global teen market
Acculturation
10
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Marketers must learn


everything that is
relevant about the
usage of their product
and product
categories in foreign
countries