4.3 - Global Marketing
4.3.1 - Marketing
a) Global marketing strategy and global localisation
(glocalisation)
b) Different marketing approaches:
a) Global marketing strategy and global localisation
(glocalisation)
b) Different marketing approaches:
- domestic/ethnocentric
- mixed/geocentric
- international/polycentric
4.3.2 - Niche Markets
a) Cultural diversity: recognition that groups of people across the globe have different interests and values b) Features of global niche markets c) Application and adaptation of the marketing mix (4Ps) to suit global niches |
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4.3.3 - Cultural and Social Factors
a) Considerations for businesses:
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Business in Russia
The clip below is a promotional video for a firm who help introduce MNCs to the Russian market. It shows some of the cultural complexities which make doing business in Russia different to other parts of the world. |