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| Name | How Global Engagement Solves the "Convincing" Problem (interview with Anthony Miyazaki) |
| Video Uploader | Video From Anthony Miyazaki |
| Upload Date | This Video Uploaded At 07-07-2018 02:44:50 |
| Video Discription | Many marketers try to convince target marketers to buy their products, even if the products aren't a good fit. Global Engagement can solve this "convincing" problem. ----partial transcript--- The hope that we always have is that at the same time marketers are facilitating exchanges, they have an overriding desire to provide true utility or true satisfaction to these various target markets. In other words, marketers should not be trying to convince people to buy (or buy into) something that they don’t need, but instead should be trying to provide something that will actually improve the quality of life of their target audiences. On a small scale, this is relatively easy to do, because providing true satisfaction is often rewarded with more sales from similar customers who have similar needs and similar worldviews. But when you try to scale up your operation, you run into a dilemma. Your attempt to sell more of these units takes you to markets that have a different set of needs from your original target market. In those cases, you end up with product that you want to sell; while the market doesn’t necessarily want your product. So “clever” marketers might decide to focus more of their efforts on convincing the people in the new marketplace to buy the product rather than finding a way to change the product to fit the true needs and desires of that new marketplace. This method of convincing actually works, and it often works well. But it has three primary drawbacks. First, it can build demand for certain products without having an infrastructure to deal with or handle or process the byproducts or consequences of what’s being sold. For example, if packaged foods are sold in a small village that has not developed waste management processes (and perhaps doesn’t have the funding to do so), what happens to all of the new packaging waste that is now produced? Has quality of life been considered? Or just profitability for the company? The second drawback of “convincing” rather than providing quality of life is that there is no consideration of the local economy with respect to the long-term sustainability of current industries. The introduction of certain products may eventually harm local or regional employment as certain industries are driven out or reduced, and the labor force is not able to transition to exportable industries that might require additional training or skill sets. Finally, the third drawback is that brands that at first seem attractive on their introduction to the new marketplace are eventually seen by the local consumers or the local government as being insensitive to the cultural values or the worldview of the people they’re selling to. Brand equity ends up being diminished, not only locally, but around the world as the effects of cultural insensitivity are broadcast back to the home markets. Global Engagement as a Solution The solution to the “convincing” problem is Global Engagement. Global Engagement is more than just a surface-level connection. It’s a sincere desire to understand the target market culture with the intention of creating true utility, true satisfaction, true value that will, in the end, elevate the quality of life of the people in that market. How to Approach Global Engagement Global Engagement starts, simply enough, with an attitude of engagement. Marketers who lack this attitude will be unlikely to gain a deep understanding of the local marketplace, and of how that marketplace interacts with local, regional, national, and global entities to sustain its economy. But marketers who have an attitude of engagement will strive for global awareness and seek to understand the collective global perspective of the target audience. This will lead to a deeper understanding of the target audience’s way of life, their concerns, their problems, their passions, their values, and their needs. Even more than this, engaging with the target audience will likely result in a desire to help them solve their concerns—a desire to provide service through offering the right product, developed in the right fashion, and delivered the right way so that improving quality of life one of the primary goals of the marketing venture. Any subsequent marketing communications will be almost guaranteed to resonate with the target audiences because the gestalt of the marketing efforts has centered on the cultural perspective of the target market rather than imposing the cultural values of the marketer. Conclusion In the end, Global Engagement easily flows from the development of Global Awareness and the efforts that result in having a Global Perspective. As marketers become more engaged with their audiences, they care more about them, and they’re more likely to focus their marketing efforts on enhancing quality of life rather than convincing them to buy something that’s already being produced in the home market. [vGUFVcW_dvo] |
| Category | Howto & Style |
| Tags | global engagement | global awareness | global perspective | global learning | florida international university | fiugl | florida international university global learning | local globalization | global localization | anthony miyazaki | marketing guru | marketing expert | global marketing | international marketing | global business | international business | changing the world | FIU Global Learning | convincing problem | corporate social responsibility | impact mba | socially responsible business |
