International Marketing Note part 5 国际营销笔记第 5 部分

 

Term	Definition
Factors consider while planning global marketing strategies	·         Rule and legislation ·         Cultural ·         Language usage ·         Income level and economic situation ·         Degree of developed ·         Political stability
How religion influence the marketing	·         Demand of the goods and services ·         Restriction on type of product and services ·         consumer behavior ·         consumer preference ·         Product consumption especially during festival ·         Ethical
Global consumer culture positioning (GCCP) 全球消费者文化定位	Globalization was always fulfilled with different type of consumer that are having different preference, perspective, behavior according to their culture. In this case, company was impossible to predict and fulfil every different requirement at the same time. GCCP is the new brand positioning strategy that aim to resonate with the widest variety of customers possible with the most common characteristic other than culture. 全球化总是伴随着不同类型的消费者，他们根据他们的文化有不同的偏好、观点和行为。 在这种情况下，公司不可能同时预测和满足每一个不同的需求。 GCCP 是新的品牌定位策略，旨在以文化以外的最常见特征与尽可能多的客户产生共鸣。   For example, Alden is positioning its shampoo product as the time saver in this busy working life which are fit with most consumer situation in the global and not limit in with the specific culture.
Function of branding in global marketing	·         Representative identity in the market ·         Potential extra value added for product ·         Attract new consumer ·         Reserve existing consumer ·         Engage purchasing intention of consumer ·         Create brand loyalty. ·         Tools to differentiation the product in the market
How can Maslow's needs hierarchy be used in global marketing?	Maslow’s needs hierarchy are used to evaluate the degree of needs of the consumer and category the different type of needs. In this case, it was usually use by marketer to evaluate the consumer engagement to the specific type of product demand in the market. 马斯洛的需求层次用于评估消费者的需求程度，并将不同类型的需求分类。 在这种情况下，营销人员通常使用它来评估消费者对市场上特定类型产品需求的参与度。   For example, House, water, and foods was drop on the first category of Maslow’s needs hierarchy. It means that these products could have a higher priority and purchase intention from consumer compare with other type of product.     In this case, Maslow’s needs hierarchy could be another supportive tool for conducting suitable positioning of product, targeting of the consumer and segmenting of the market. 在这种情况下，马斯洛的需求层次可能是另一个支持工具，用于进行适当的产品定位、消费者定位和市场细分。   For example, Food that categorizes in physiological needs in Maslow’s hierarchy which was basic and high demand in market. Based on consumer income level, food industry could segment the market and target high income consumer with luxury meal that use high quality ingredients with high price, or low-middle income level consumer with parity ingredient, services, and cheaper price.