Скачать или смотреть Entrepreneurship in International Business (ENG) CH8: Introduction of Global marketing for Inter. EN

Chapter 8 Summary: Introduction to Global Marketing (The Global Playbook: Think Broad, Adapt Sharp)
To sell to the world, you must understand that "the world is not the same everywhere." This chapter upgrades your "Domestic Marketing" mindset to Global Marketing, where you must perfectly blend international standards with deep local insights!

📣 Key Highlights:
Global vs. International Marketing: Know the difference!

International: Tailoring strategies specifically for each country (decentralized approach).

Global: Viewing the world as a single market, using a core strategy (Standardization) while making minor local adjustments.

Standardization vs. Adaptation:

Standardization: One product for the whole world, like the Apple iPhone, maintaining the same design to control costs and build a unified image.

Adaptation: "When in Rome, do as the Romans do"—like KFC in China offering congee and fried taro, or Unilever adjusting detergent formulas based on the water hardness of different continents.

The Power of 7Ps: Forget the basic 4Ps; the global market demands the 7Ps!

Adds People (well-trained staff), Process (precision logistics like Amazon), and Physical Evidence (the consistent atmosphere of a Starbucks store worldwide).

Case Studies - Learning from the Giants:

Coca-Cola ("Share a Coke"): A global campaign that "Localized" by printing local names on bottles, causing sales to skyrocket globally.

Starbucks x Alibaba: Penetrating the Chinese market by partnering with a local giant to create a delivery system that reaches customers in 30 minutes.

ThaiBev (Chang Beer): Rebranding in Europe as a premium beer paired with Thai food, adjusting the flavor to be "lighter" compared to the version sold in Thailand.

Pricing & Distribution Strategies:

Skimming vs. Penetration: Setting high prices for luxury positioning vs. low prices to grab market share (like IKEA in India).

Omni-channel: Modern distribution must blend online and offline experiences seamlessly.

💼 Bonus: Pitching to Win Investors:
This chapter includes Pitch Deck techniques! You must be clear on Market Size, ROI, and answer the ultimate question: "How are we different from the competition?"

Watch out for Cultural Bias—avoid jokes or examples that international audiences might not understand.

💡 Future Trend:
Prepare for "Glocalization" (Global + Local) and the use of AI/Big Data to analyze customer behavior in real-time.

📈 Words of Wisdom:
"Successful global brands aren't those that force their identity on others, but those that understand and respect their customers' cultures."