Marketing Tactics For Different Countries

Cindy King — Mon, 05 Jan 2009 23:00:50 +0000

Do you want to find the best marketing tactics to develop your international markets?

Before jumping into international marketing, you first did to be aware of why there are different marketing tactics.

It is easy to think that:

Everyone shares your definitions of marketing terms everywhere else
Marketing tactics that work well in your environment will work and definitely not harm your company in another environment
A good marketing practice that works well in your environment can halt all business possibilities in another country

These assumptions can be wrong. When you start off with an error in the foundation of your international marketing strategy, you will not get optimum results.

Let’s look at some assumptions that lead to confusion…

Different Definitions

People from other countries do not always have the same definition of marketing terms.

Even if you think your have the right translation, this marketing term might mean something different in two different countries.
There might be other cultural influences that affect the scope or meaning of your marketing term. You might need to rethink your marketing strategy.

Some of the terms where I notice differences in definitions are:

Brand marketing
Cross-cultural marketing
Global marketing
Interactive marketing
Intercultural marketing
International marketing
Multicultural marketing

These differences can be small. But when you are establishing your marketing strategy, it helps to acknowledge these differences. This enables you to find the best international marketing tactics for your business.

When coordinating with different cultures you always need to clarify definitions.

Marketing Sophistication

Another source of confusion I see is the difference in sophistication of marketing tactics used in different countries.

It is much easier to start at the very bottom of the basics.

No matter what marketing tactics you set up do not forget adapt the basics to your new foreign market:

Your offer
The positioning of your offer
The positioning of your company

When you get these right you will usually know how to choose the best marketing tactics to open your international markets.

Different Marketing Environments

Different countries have different marketing environments.

One marketing tactic may work well in one country and may not work in other cultures.

It is easy for marketing professionals to make assumptions. But they also quickly learn to verify assumptions before approaching new international markets.

Awareness Leads To The Right Questions

Yes, some assumptions can lead to confusion.

Most marketing professionals notice when a wrong assumption is made and start asking questions to correct it almost immediately.

We also need time to notice problems. And, in practice, we do not always have this time.

Awareness is the key.

Simply being aware of the danger of wrong assumptions usually gets you to spend an extra minute or two to question the right tactic to use. Questions help cross cultural barriers.

Knowing when to ask the right questions at the right time is one of the first international skills you acquire through experience.

More To Improve Your International Marketing

Branding And Building An International Business
Marketing Maturity At Different Stages
Marketing Tactics For Different Countries

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Define International Marketing

Cindy King — Thu, 27 Mar 2008 09:40:30 +0000

International Marketing Basics

After looking at the term International Business yesterday, let’s look at International Marketing.

What Is International Marketing?

Again, I tend to use the most basic definition, and this is what I encounter in multicultural environments: International Marketing is simply marketing to people or companies outside of your own domestic market.

What Is The Difference Between International Marketing And Global Marketing?

Again, most people out in the field will say they mean the same thing. Most people refer to international and global marketing from one standpoint: when they are referring to one person’s or company’s marketing to a foreign market. But this time I do actually see a slight difference if I’m on the receiving end of the marketing efforts. Here’s an example of Global Marketing:

Nike’s Slogan

USA: Just Do It

France: Just Do It!

= Global Marketing

Here’s an example of International Marketing:

McDonald’s Slogan

USA: I’m lovin’

France: C’est tout que j’aime .

= International Marketing

This is probably not a good academic example for company’s trying to define the difference. That’s how it comes across to me as a consumer living in a foreign country. Nike is just flying around the planet at its own speed. And McDonalds is a bit closer down to the people in each country.

What Does This Mean To You?

Well if you are just starting to expand your international business, international marketing is where you are right now. International marketing is researching and communicating within each country you are targeting.

Cindy King's International Business Blog » International marketing definition