Marketing Nathalie Dens
International market development
- Drivers of
o Limited growth in domestic markets
o Comparative advantage
o Economies of scale
o Customer relationships
o …
International marketing environment
- Assess success
of market entry in foreign markets by considering
o Social factors
countries are different from one other => language, religion, food, role of the family
o Cultural factors
Hofstede’s cultural dimensions => power distance, individualism, masculinity,
uncertainty avoidance
o Consumption attitudes
o Technological factors
o Economic factors
measures of per capita income, ownership rates of durables (smartphone
penetration), consumer price indices (CPIs) and inflation, unemployment rates, gross
national product (GNP), market/population sizes, currency exchange rates
o Political and legal factors
- Consumer segments
o Glalienation
= consumers that have a negative attitude towards both local and global consumer
culture, reject consumption symbols in general.
o Glocalization
= positive attitude towards both local and global consumer culture, like the mixing
consumption symbols that belong to different cultures
o Localization
= oppose global consumer culture, prefer local brands/consumption habits/traditions
o Globalization
more open to global marketing efforts, less interested in local forms of consumption
1
International market development
- Drivers of
o Limited growth in domestic markets
o Comparative advantage
o Economies of scale
o Customer relationships
o …
International marketing environment
- Assess success
of market entry in foreign markets by considering
o Social factors
countries are different from one other => language, religion, food, role of the family
o Cultural factors
Hofstede’s cultural dimensions => power distance, individualism, masculinity,
uncertainty avoidance
o Consumption attitudes
o Technological factors
o Economic factors
measures of per capita income, ownership rates of durables (smartphone
penetration), consumer price indices (CPIs) and inflation, unemployment rates, gross
national product (GNP), market/population sizes, currency exchange rates
o Political and legal factors
- Consumer segments
o Glalienation
= consumers that have a negative attitude towards both local and global consumer
culture, reject consumption symbols in general.
o Glocalization
= positive attitude towards both local and global consumer culture, like the mixing
consumption symbols that belong to different cultures
o Localization
= oppose global consumer culture, prefer local brands/consumption habits/traditions
o Globalization
more open to global marketing efforts, less interested in local forms of consumption
1
