Global and Domestic Marketing in the Question, Term Paper

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Global and Domestic Marketing

In the question, I pick three factors social, cultural, and technological factors and see their effects on global and domestic marketing.

Social Factors:

In both domestic market and global market, a customer's buying behavior is influenced by social factors. The role of social factors becomes especially important to impress others and identify with the groups to which the customer belongs. Social factors interact to influence the purchase decision through various means. For example, a person first suggests or thinks of the idea of buying a particular product or service, then the individual with the power and/or financial authority makes the ultimate choice regarding which product to buy. If this behavior is adopted by others in the group, the social factors begin to influence the marketing by others.

Many consumers purchase noticeable goods to satisfy not just material needs but also social needs such as prestige. In an attempt to meet these social needs, marketing managers of noticeable goods like cars, perfumes, and watches employ several strategies to highlight the exclusivity of their products. These strategies include using exclusive distribution, charging high prices, and limiting production (McLean, 1998).

As in the present time, the traditional husband-wife buying roles are changing. Traditionally, the wife was the main buyer for the family, especially in the areas of food, household products and clothing. However, with increasing numbers of women in full-time work and many men becoming "home workers" (or "telecommuting") the traditional roles are reversing.

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Therefore, the challenge for a marketer is to understand how this might affect demand for products and services and how the promotional mix needs to be changed to attract male rather than female buyers.

An example of global marketing in this regard may be the purchasing of the computers for the work. Because women prefer a light laptop than men, therefore, in this regard, the size of the computers may be directly related to the social behavior of men and women. An example of domestic market in this regard will be purchasing decisions of television network programs. Because women and men prefer different kinds of program, so it is no wonder that social factors prevailing in a country will directly affect the purchasing decisions.

Cultural Factors:

Cultural factors influence the behavior of the buyers. Since the culture of a country, family, and clan directly affect what kinds of products and services people prefer. Therefore, it is important for the marketers that they take careful examination of their marketing strategies to suit the taste of different cultural groups (Rothschild, 1979)..

Marketers' roles become to spot "cultural shifts" which might point to new products that might be wanted by customers or to increased demand. For example, the recent cultural shift towards greater concern about….....

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