By David Arnold
ISBN-10: 013047066X
ISBN-13: 9780130470669
"In The Mirage of worldwide markets, David Arnold unearths why many multinationals are literally wasting worldwide marketplace proportion even whereas their overseas sales are expanding - and the way the realm is speedily accelerating towards "segments of one." subsequent, he deals a entire new blueprint for maximizing profitability in an international of neighborhood markets." "You'll become aware of the serious ways that overseas advertising is Read more...
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Additional info for The mirage of global markets : how globalizing companies can succeed as markets localize
Sample text
Specifically, there is a wealth of country-level economic and demographic data available from sources including governments, multinational institutions such as the United Nations or the World Bank, and consulting firms specializing in economic intelligence or risk assessment. These sources of data are valuable from an investment perspective, but they reveal little about the prospects for selling products or services at the operational level of the store or the sales representative. Yet, for two reasons, this information is frequently used for market assessment.
The second way in which consumers might value international consistency in marketing is when globalism constitutes part of the brand’s appeal. FM Page 19 Tuesday, July 1, 2003 4:52 PM Chapter 1 • Manage Globally, Market Locally 19 of global brand leadership. These attributes, mostly image based, are also evident in some youth-based products, such as video games or pop music merchandising. This dynamic underpins the fact that the premium and youth segments are among the most globally homogenized of consumer categories.
This information is certainly relevant, but it is incomplete: macroeconomic and national demographic data are often a poor predictor of market opportunity, as the mistakes of the 1990s demonstrate. -based firm Mary Kay Cosmetics (MKC) serves as an illustrative example of this distinction, and it will be used later in this chapter to reinforce the approach described. MKC is a direct marketing company, going to market via a force of independent “beauty consultants” who buy and resell cosmetics and toiletries to contacts either individually or at social gatherings (the “party plan” distribution channel).
The mirage of global markets : how globalizing companies can succeed as markets localize by David Arnold
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