Hahaha. Welcome to International Marketing in Asia. My name is Dae Ryun Chang, I'm a professor here at Yonsei University in Seoul, Korea. In this course, I will try to teach in Spanish. It must be said that I have not spoken in Spanish for many years. Without a doubt, I'm going to make a lot of mistakes. But I ask for your generous sympathy. Let's enjoy this experience together. In this segment, I will establish the basics of what marketing means, not just in the general sense, but also in the context of international marketing, and for that reason the oriental mask that is used here in Asia. It is a symbol of culture. Well, what is marketing? I am sure you have heard that word even if you have never studied it. I can quote a reference of what marketing means, but I've never been very fond of long definitions. For me, that I've been teaching marketing for a long, long time, Marketing simply means Noon Nopi. You can think, what is Noon Nopi? How weird! All right. It is actually a Korean term that means "at eye level". This way, I am observing you through the camera, at a certain level of eyes. But now let's imagine that I kneel like this, below, or that I stand on the balls of my feet, or that I move like this, I will be out of focus of the camera, and that is the problem with Noon Nopi, because Noon Nopi does not just mean to reach our eyes, but also our minds and our souls. And this can involve more than one or two. So we should not limit this to just one vendor and one consumer, it can be between people, it can be, for example, between a teacher like me and my students. And I think what is often lost among people is that marketing should also be done within an organization, for example, between a company and its employees, which is of great importance especially in marketing of services. Well, then if Noon Nopi is performed correctly, on the previous slide there was a yellow bar and a blue bar. Let's say that the yellow is the seller and that the blue is the buyer. So, this is kind of marriage between both parties. But what was once yellow and blue, now together became green. That in essence is what corresponds to Noon Nopi, it promotes relationships and these relationships will last as long as both parties maintain the same level of Noon Nopi. Unfortunately, this does not always happen. Therefore, at the beginning or as time goes by, This gap between both parties can appear. Over time, consumers can become more sophisticated in terms of quality level, which in essence is a very objective type of concept, of course, it may become higher, as in the case of more personalized services, which results in dissatisfaction for consumers, or even worse, it can spread that kind of bad rumors that the company is not in a good situation. The opposite can happen when we overestimate the consumer expectations or their purchasing capacity. And the really bad thing about this is that if we overestimate like that, especially their purchasing capacity, We can end up overvaluing our products. And as a result, We will have an unsatisfied demand and from our point of view, an offer not covered. What a pity! Now that we have understood what marketing is in general, let's try to understand what international marketing means. For me, it is exactly the same. The only difference is that we are including one market. Then, in contrast to the previous slide, where we only had two parts, I added an additional part. And in this case, their Noon Nopis are the same among the three of them to those in their countries. And if circumstances permit, we could simply extend our offer. It's a very good situation, and it's possible, for example, in the case of Canada and the United States. And maybe some Canadians will refute me saying that they are very, very different, and it's true, to a certain level they are, but under many points of view and having lived in Canada, I can say that many aspects between these two markets are very similar, and consequently, product marketing can be very similar too. But in addition, there can be a low Noon Nopi or a high Noon Nopi, and here in Asia many consumers are becoming a lot more sophisticated in terms of what they ask for, as with luxury products. So, although that income is very low in some countries, if we look at the target segment, there is where situations of low Noon Nopi can occur. And of course, the opposite can also happen. We could generalize, according to the per capita income, that our products are more accessible to the average consumer. But when we look more closely at other segments of the population, maybe that is not true; that's why, our prices, our level of expectations about our consumers, especially our target consumer, maybe they are higher. There are many variations of this topic. We hear words like multinational marketing, and global marketing. And for me, again, we can also use the concept of Noon Nopi again here. In the case of multinational marketing, this is a situation where a company manages to meet the Noon Nopi levels of many consumers, from many different countries. So instead of assuming that we only need one type of Noon Nopi, or product, we can create multiple markets, like the green and orange markets. We will try the combination of blue and red with yellow. And this results in a further expansion of our market. How good. And then, what is global marketing? Well, global marketing is proactively somehow unifying the different markets in a single Noon Nopi. Although differences still exist, it is the type of notion that can find this great area in common. But the precaution here is that there are still gaps, which I marked with these blue and red arrows. This leaves us room for competitors, of course whether it is in the local or global market that can be exported. So this is something we should keep in mind and we must make sure that our global marketing proposal is maintained over the most localized. So, the key to international marketing is that the concept of Noon Nopi matters, no matter where it is. That is, in my opinion, the lingua franca of marketing. But as to how you do it, it depends, it depends on the circumstances. In terms of economic situation or regulatory policies or cultural circumstances. And having said that, if now the circumstances are similar, that will allow us to expand. But to the extent that they are different we must adapt, we must satisfy more accurately the Noon Nopi of those markets. And those markets are not static, they become more and more similar. We also have the so-called convergence, not only in terms of technology and infrastructure but also in cultural terms. And there is where we can try again to create through this mostly unified type of demand by consumers. And that's what globalized marketing is about.
