Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories ACL Direct Promo · We know about Relationship Marketing We are experts in loyalty and incentives · We like to create unique experiences Geomarketing is the answer to questions such as: Why did Wal-Mart corporate decide to set up an Aurrera supermarket instead of a Sam’s Club in a certain area of a city? o Why are some Nike tennis shoes that we buy in Mexico made in Indonesia with materials from Honduras? Geomarketing is more than the result of globalization, it is rather a discipline that focuses on generating competitive strategies based on the characteristics of society and its relationship with the geography where it is located.
Geomarketing has emerged thanks to the understanding that Iraq Email List marketing and the economy in general cannot be excluded from geography, some characteristics of consumer behavior are closely related to where they live, their climate, location and culture. Pierre George (1984) affirms that the current characteristics in the processes of production, transformation, circulation and consumption of merchandise are the result of the combination of geographical conditions and the actions of society throughout history. Although research and study in the area of Geomarketing has been carried out mainly in the last 20 years, there are companies that have applied similar strategies long before this period, an example is the Swiss company Nestlé, which in 1920 had with production plants in Brazil, Australia, the United States and also exported to Hong Kong. Today Nestlé can dominate markets based on basic strategies, including decentralizing and adapting to local tastes.
Geomarketing uses statistical and cartographic tools to better express the geographic and demographic characteristics of certain cities or areas, the main information that we can obtain from these tools are: environment, socio-economic level, trade balance, energy consumption, telecommunications, languages, religions and transportation, just to name a few. This type of information is often provided free of charge by governments and is collected with the help of population censuses, state-of-the-art technology such as GPS and satellite images.These types of Geomarketing tools have recently been used in very important areas such as advertising and a clear example is the case of Google Earth, a search engine for businesses and places of interest that allows you to travel around the world combining satellite photographs, maps, images in 3D and lots of information about each place.Advertising needs Geomarketing to be effective, and not make mistakes that will later be regretted,
Cateora and Graham (2001) believe that different societies most likely seek the same values or benefits from the primary function of a certain article, but there are other psychological characteristics of the product that can be very different. Levi’s took this advice and created advertisements appropriate to the cultural characteristics of the countries that represented the greatest challenge for the company, one of them was Brazil, which is influenced by European fashion and therefore included images of Paris, in the case from England it was highlighted that the brand is a legendary product in the United States and American celebrities were included.