Globalization of Marketing Strategies:
Segmentation & Cultural Diversity

Tomislaw Dalic

Table of Contents

Introduction 4

The concept of culture 5

Segmentation - methods and bases 7

Physical Attribute Bases 7

Behavioral attribute segmentation 8

Segmentation and Culture 10

Global products and global segments 12

Motorola -solving the dilemma? 14

Segment 1: The technology enthusiasts 15
Segment 2: Status Seekers 15
Segment 3: Personnel Connectors 15
Segment 4: Business people 15

Conclusion 17

Reference list 18

Introduction

Globalization is one of words used nowadays to describe the convergence of cultures. Cultures are believed to move closer together as a result of increased travel, better communication methods and enhanced transportation opportunities (Hassan,1991). Companies try to anticipate this change by offering standardized products to a global audience. Examples of global products are credit cards, mobile phones, automobiles, food and beverages. The Big Mac, for example, is a standardized products market globally that it is used by economists to measure the purchase power of different currencies, the famous Big Mac Index. Marketers face many challenges in this global village but one of the most interesting challenge is how far can standardization of marketing efforts be pursued. Cultural differences are a logical barrier to standardization of the marketing strategies on a global scale. As there are countless cultures on this planet, there are also many different needs that must be satisfied by adapted marketing mixes. Therefore, standardization ignores the cultural differences for the sake of simplicity and cost savings. The knowledge of cultures and the understanding of cultures is important to develop effective marketing strategies across cultures. Simplifying cultures is done via segmentation. Segmentation helps clustering groups of people that might respond in the same manner to specially adapted marketing strategies. Segmentation plays a vital role in the process of standardizing marketing efforts. It helps standardizing customer groups. How far can companies go in standardizing their marketing efforts? This topic is discussed by many authors as mentioned later in this article and represent a dilemma global companies face. Either they simplify their marketing strategies to save costs but ignore cultural differences or they adapt their marketing strategies to local needs and incur rather high costs and high efforts. The main problem this article investigates is how can the concept of culture be used to resolve the dilemma faced by global companies in standardizing or adapting their marketing efforts?
First, this article investigates the concept of culture. Then a section on segmentation follows. Both concepts are integrated in the third section. The standardization/adaptation debate is enlighten in the section on global products and global segments. There the reconciliation methodology of Fons Trompenaars is applied to solve the dilemma. A practical example how this methodology is used is described in the last section of this article about Motorola. The paper end s with a short conclusion.

The concept of culture

Culture is the ′collective programming of the mind′ according to Hofstede (1980). Hoecklin (1995) identifies four major characteristics of culture: (1) a shared system of meanings, (2) relative, (3)learned and (4) collective. Both definitions are very similar. The shared system of meanings means that groups have a common understanding of behaviors, meanings and events. An individual learns this common understanding from the group and is able to anticipate the behaviors of other group members. Culture is never absolute, it is relative because the group actively selects, reacts and creates it′s environment. Still there is not one group member that could be representative for a culture. Culture must be seen in the context of the group that shares the same system of meaning. Many individuals of this group do not realize their cultural context. They are part and actively part of a culture that the culture is taken for granted. Trompenaars and Hampden-Turner (1993, p.21) say the most difficult question to ask is "can you name anything that is not encompassed by the concept of culture?". Hofstede (1980) and Trompenaars and Hampden-Turner (1993) researched the concept of culture with the help of bipolar dimensions. The most important bipolar dimensions mentioned by both researches are power distance, uncertainty avoidance, collectivism/individualism and universalism/ particularism. Power difference shows how convinced people are that differences in power are given and accepted. Uncertainty avoidance measures how much people are expecting the unexpected. Collectivism/individualism points out the importance of the group relative to the individual. Universalism/particularism indicates if the rule itself or the person that makes the rule is more important. These dimensions are thought of to be good indicators to measure cultural differences. To better understand the concept of culture Trompenaars and Hampden-Turner developed a model of culture. For them, culture has an outer (explicit) layer. It is the ′observable reality′ (p.21) consisting of food, language, symbols, buildings, monuments, dance and many more symbols. Those symbols stem from the inner layer. The symbols are representing the middle layer, norms and values. Values and norms interact with each other. The norms of a culture must be in balance with the values. Norms are informal (social control) or formal (written) to represent the mutual sense of a group. Values in contrast are the definition of what is right or what is wrong in a moral sense. Norms can become values but the norms must reflect the values of the group. If not, the culture is in unstable condition. The difference in values between groups reflects the difference in basic assumptions different cultural groups make. A basic assumption is one that is not questionable or never questioned before. The core assumptions are not directly visible and one can only experience those by participating in the group. In other words one has to learn those For better understanding the different layers of culture are shown in graph 1 below.

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