Cultural Differences Marketers should be aware of when Marketing Globally

By Mark Braithwaite

Syllabus

 Intro – Why go Global?

 Cultural Differences  Two Strategies for going Global  Diffusion of Consumer Culture  New Consumer Segments Emerging  Conclusion  The Top Ten

Why Go Global?

 Expand your market  Conquer new markets  Convince foreign consumers to desire your offerings

Cultural Differences  Values  Tastes  Language  Conventions and Customs  Unique preferences  Cultural Norms

Two Strategies

 Standardized Strategy  Localized Strategy

Standardized Strategy (etic perspective)  The same approach will work throughout the world  Focuses on commonalities across culture  Can benefit from saving time & money economies of scale

Standardized Strategy can work if…

 Messages appeal to consumers basic values  Target consumers who are more internationally oriented  example

Localized Strategy (emic perspective)  Each country has a national character, a distinctive set of behaviour and personality characteristics.

 Focuses on each culture is unique, with its own value system, conventions and regulations

Localized Strategy

 Must tailor your strategy to sensibilities and needs of each specific culture  Products need to be modified and positioned to be acceptable to local tastes.

 example

Diffusion of Consumer Culture

 Cultures influence other cultures  Boarders are shrinking  Advances in Communication

New Consumer Segments Emerging  “Global citizen” – share common ideas around the world, through their travels, business contacts and media experiences.

 “Young people” – Music and fashion are strongly influenced by MTV and other media broadcasted worldwide.

Conclusion

 Corporations spend millions of dollars on marketing global whether their following a Standardized or Localized Strategy.

 Marketers need to know everything about a culture to successfully market Globally.

 Marketers must be continually aware of global consumer trends and emerging consumer segments to capitalize on global opportunities.

Cultural Differences

 Values  Tastes  Language  Conventions and Customs  Unique preferences  Cultural Norms

Top Ten Marketing Mishaps with Language Translations

Top Ten Marketing Mishaps with Language Translations #10 - Fresca the pop marketed in Mexico is slang for “Lesbian” #9 - Ford in Brazil had a model named the “Pinto” which is a slang term meaning “Small male appendage.” #8 - Mitsubishi Motors of Japan tried marketing their popular “Pajero” car in the Spanish market but were baffled by their lack of success being “Pajero” is slang for “Masturbation."

Top Ten Marketing Mishaps with Language Translations #7 - “Vicks” in German is slang for “Sexual intercourse.” #6 - Chevrolet introduced their "Nova" automobile in Spanish speaking countries. It sold very poor, why? It means “Doesn't go.” #5 - Ford in the Spanish markets had a truck called the Firea which means “Ugly old

women.”

Top Ten Marketing Mishaps with Language Translations #4 - Sunbeam introduced the curling iron called the “Mist Stick” in Germany which translates into “Manure

wand.”

#3 - Pepsi Corporation, marketing slogan "Come Alive with Pepsi" was first translated into the Chinese phrase

"Pepsi brings your dead ancestors back to life"

The same slogan was also translated into German

"Come out of the grave with Pepsi."

Top Ten Marketing Mishaps with Language Translations #2 - Parker marketed a ballpoint pen in Mexico saying, “it won’t leak in your pocket and embarrass you.” The translation actually said “It won’t leak in your pocket and make you

pregnant.”

#1 - Toyota Motor Company released their popular MR2 sports car in France, MR2 was pronounced as "el merdeux,", which loosely translates to the phrase "hey little shit man."

The End

 Any questions???????