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There are several differences between the domestic and global marketing approaches to segmentation. First, global marketing is much more complicated than domestic marketing because it targets various countries with specific cultures, mentalities, and geographical positions. On the contrary, domestic marketing can focus on target groups within one nation, making the process easier. Although the country’s regions might have their peculiarities overall, the mentality of the segments group is mostly the same. On the opposite, global marketing has to consider distinctions of the targeting area and adapt the strategy individually to each specific group.
Another difference lies in positioning strategies, which is a crucial aspect of a successful marketing strategy. The organization has to determine how it wants to present its products and what perception to create for the targeted segment. One more intersection with cross-cultures is that the same product or service has different meanings and attitudes towards it, depending on the country. Therefore, the global marketing approach should include a well-developed positioning strategy for the chosen areas of segmentation. The domestic approach, conversely, needs less effort to decide how to present the product to the population with one language and culture.
However, political regulations can cause inconveniences for both global and domestic marketing approaches to segmentation. When the company aims to introduce itself to the international market, it has to be aware of the multiple regulatory issues. The product that the organization targets has to correspond with the safety and health norms (Linton, 2109). Otherwise, the regulators can apply some restrictions and prevent the organizations from entering the market. The domestic approach also has to align with the rules and regulations, but they are well-known and effortlessly managed for the domestic company that already exists within the targeted environment.
Reference
Linton, I. (2019). Seven Elements of the Domestic Marketing Environment.CHRON.
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