The document discusses marketing concepts related to matching consumer expectations, or "noon nopi" which refers to eye level. It defines marketing as matching noon nopi between parties to build relationships. Failing to meet consumer expectations can lead to dissatisfaction, while overestimating expectations can result in overpricing. International marketing involves extending the market abroad but still risks under or over-estimating noon nopi in foreign cultures. Multinational marketing localizes at multiple noon nopi through market expansion, while global marketing unifies into one noon nopi but gaps may still exist between markets.
12. Global Marketing
l Unifying into one Noon Nopi
l Gaps may still exist with markets
l Competitors may exploit gaps
13. International
Marketing Takeaways
l Concept:
-足Same
-足Noon Nopi Matters!
l Execution:
-足Similar
-足Extend
-足Different
-足Adapt
-足Becoming Similar
-足Globalize
