Question

Describe the global marketers’ considerations and adjustments of research methodologies when conducting research.

Answer 1

Global marketing is the process of adapting the research methodologists of your organisation to the variations and conditions of the other countries. Global marketing does not just involve selling a product or a service but it is a complete process of planning, staffing, adapting, and promoting the products world wide.

A few considerations that are to be taken care of by any company are:

Stay well informed about the market:

The moment any company decides to extend marketing, it is very necessary to know the context of where a company is going to operate. There are behaviours and norms set for different localities that deals with the marketing strategies. It is necessary to know how the market is going to respond for every marketing strategy used.

Paper down a marketing plan:

Altering a language is not the only factor that leads to global success. It is necessary to form a marketing plan that is not only consistent but also customised as per the local needs. A marketing plan should consist of all of the actions that are going to be executed in future. However, the first step should be to identify the objectives and goals.

Consistency and powerful brand culture:

Any company looking out for global marketing needs to considerate on consistency and strong brand culture so that the customers feel familiar to the products offered and hence that should be the priority for any company. Brand structure highly reflects the brand culture. There could be severe damage if there is any compromise made to the brand structure.

It is necessary to tailor-fit an approach and make certain adjustments when a company decides to market globally:

Regionalize the communication:

It is relevant to know the cultural barriers and adjust the communication accordingly. It is also very important to know the cultural refrences to create a better personalised experience for the customers.

Focus more on internal information:

Many companies rely on the third-party data to understand the decision making but it is necessary to formulate an internal data as the internal staff is usually more familiar with the products or services being offered. Internal data ensures there is a strong fit between the product and the market.