CROSS-CULTURAL MARKETING

: AN EXAMINATION OF CULTURAL IMPACT RASHMI SINGH ROLL NO. 65

CULTURE

a continuously changing totality

of learned and shared meanings, Of rituals, norms, and traditions

among the members of an organization or society. a societys personality.

ELEMENTS OF CULTURE
Language

Religion
Cultural

Values Cultural Norms

THE CHANGING ERA

ELECTRONIC

MARKETING

GLOBAL

MARKETING

CULTURAL

MARKETING

CROSS-CULTURAL MARKETING
The

strategic process of marketing among consumers whose culture differs from that of the marketers own culture at least in one of the fundamental cultural aspects, such as language, religion, social norms and values, education, and the living style.

PRODUCT

PRICE

MARKETING MIX

PLACE

PROMO TION

IMPLICATIONS
1. Culture impacts of markets: International versus domestic marketing 2. The standardization versus adaptation in crosscultural marketing 3. Cross-cultural dimensions of marketing research 4. Cross-cultural aspects of marketing mix (products, price, promotion, and distribution) 5. Cross-cultural aspects of service marketing

FACTORS AFFECTING CROSSCULTURAL MARKETING

Language (Fords introduction of the Pinto in Brazil) Religion (China 2007 PIG) Values and Attitudes (China 2004 Nike) (France August X US Weeks) Education Social Organizations (influence of class or casts upon a society needs, role of women in a society, governance of country - centralized or devolved) Technology and Material Culture Law and Politics Aesthetics (smell, taste or ambience)

Communication Style

Colours, Numbers and Images

Language
CROSS CULTURAL ADVERTISIN G

Cultural values

CROSS CULTURAL ADVERTISING BLUNDERS

Honda introduced their new car "Fitta" into Nordic countries in 2001. If they had taken the time to undertake some cross cultural marketing research they may have discovered that "fitta" was an old word used in vulgar language to refer to a woman's genitals in Swedish and Danish. In the end they renamed it "Honda Jazz" Staff at the African port of Stevadores saw the "internationally recognised" symbol for "fragile" (i.e. broken wine glass) and presumed it was a box of broken glass. Rather than waste space they threw all the boxes into the sea!

Pepsodent tried to sell its toothpaste in Southeast Asia by emphasizing that it "whitens your teeth." They found out that the local natives chew betel nuts to blacken their teeth which they find attractive. A company advertised eyeglasses in Thailand by featuring a variety of cute animals wearing glasses. The ad was a poor choice since animals are considered to be a form of low life and no self respecting Thai would wear anything worn by animals. The soft drink Fresca was being promoted by a saleswoman in Mexico. She was surprised that her sales pitch was greeted with laughter, and later embarrassed when she learned that fresca is slang for "lesbian. When Pepsico advertised Pepsi in Taiwan with the ad "Come Alive With Pepsi" they had no idea that it would be translated into Chinese as "Pepsi brings your ancestors back from the dead."

Kellogg had to rename its Bran Buds cereal in Sweden when it discovered that the name roughly translated to "burned farmer." American medical containers were distributed in Great Britain and caused quite a stir. The instructions to "Take off top and push in bottom," innocuous to Americans, had very strong sexual connotations to the British. In a Bangkok dry cleaner's: Drop your trousers here for best results. At a Budapest zoo: Please do not feed the animals. If you have any suitable food, give it to the guard on duty.

MINIMISE CROSS CULTURAL MARKETING MISTAKES

1. Be sensitive to dos and taboos. Develop cultural empathy. 2. Recognize, understand, and respect anothers culture and difference. 3. Be culturally neutral and realize that different is not necessarily better or worse. 4. Never assume transferability of a concept from one culture to another. 5. Get cultural informants involved into the decisionmakings. Cultural informants could be local businesspeople or very well trained anthropologists.

THANK YOU