Marketing Successfully Across Different Cultures

The classic GM misstep in naming one of its cars NOVA, which translate into Spanish as "it doesn't go", in the 1990's and 1970's

Is an example of_______________

• Marketing failures across cultures where key messages are completely lost in translation.

• Marketing failures across cultures where key messages are completely lost in social cultural segmentation failures

Why many companies overlook actual demand for ethnic products outside the original dephographically degined target group?

• These companies do not understand the true nature of demand across groups and rather fall back on simple assumptions about ethnic preferences mainly in large metropolitan areas whose populations are increasingly a blend of cultures.

• These companies understand the true nature of demand across groups and rather fall back on simple assumptions about ethnic preferences mainly in large metropolitan areas whose populations are increasingly a blend of cultures.

Making simple cultural demographic assumptions often results in companies underestimating the broader appeal of their products outside of conventional ethnic/other group boundaries

• True

• False

• Only when the marketer does not speak the ethnic language

Cultural preferences are LEARNED and chosen over time and NOT inevitably determined by the ethnic identity of a person's family of origin.

• True

  Preferences for food, music, sports, food and fashion can be highly individual and not necessarily anchored in one's cultural roots.

• False

  Preferences for food, music, sports, food and fashion is collectivist and not necessarily anchored in one's cultural roots.

Where can we find consumers with multicultural tastes?

• In large metropolitan areas where diverse ethnic groups have a strong, broad impact on product and entertainment expenditures.

• In large poor and uneducated isolated areas where diverse ethnic groups do not have a strong, broad impact on product and entertainment expenditures.

What does EFFECTIVE MULTICULTURAL MARKETING demands?

• Analysis across cultural products and other key variables. For example, within Western Europeans and East Asian regions, there are also dramatic variations.

• In-depth analysis across a number of key variables. For example, within Western Europeans and East Asian regions, there are also dramatic variations.

Different cultures are variable receptive to marketing messages that are direct or indirect; explicit or implicit; rational or emotional. Some groups respond better to messages that are persuasive; others resonate more to supporting information (example, Germans and Americans), while some (example French and Italians) respond better to dream-oriented fantasy pitches. What can we conclude from this?

• Cultures that are more fatalistic are more likely to be influenced by persuasive and / or dream-like marketing.

• Cultures that are NOT fatalistic are more likely to be influenced by persuasive and / or dream-like marketing.

What are the four Ps of Marketing?

• Product, Place, Price, Promotion

• Product, Place, Pride, Promotion

Marketing Core Functions -

A company designs a new type of running shorts particularly for athletes

• Product Service Management

• Product Development

Marketing Core Functions -

A gas station offers a reward crad that allows customers to earn free gas

• Distribution

• Promotion