Langauge Marketing

What was the main challenge Fisher-Price faced when developing a talking doll for the Chinese market?

• Marketing to a younger audience
• Encoding the Mandarin 'sh' sound
• Reducing the cost of production
• Designing a child-friendly interface

Answer explanation

The Mandarin 'sh' sound was difficult to encode on sound-data chips.

What are the two key aspects of language that impact marketers?

• Cultural references and grammar
• Idioms and slang
• Verbal and non-verbal communication
• Regional dialects and formal speech

Answer explanation

Language is used both as a communication tool and varies across national boundaries.

According to Edward Hall, which of the following is NOT a type of silent language?

• Space
• Material possessions
• Friendship patterns
• Body language

Answer explanation

Hall identified space, material possessions, friendship patterns, time, and agreements as silent languages.

Why is scribbling identifying cues on business cards inappropriate in Japan?

• It signifies disrespect for the person
• It is considered a violation of business etiquette
• It is against corporate regulations
• It is seen as a lack of professionalism

Answer explanation

Japanese business culture considers it a violation of etiquette.

Why do multinational companies face challenges with language diversity?

• Marketing messages do not require adaptation
• People refuse to learn foreign languages
• Only a few languages dominate global markets
• There are many languages spoken across and within countries

Answer explanation

With over 6,900 languages worldwide, adapting to different languages is a challenge.

Why did Mars rebrand Snickers from Marathon in the UK?

• Consumers preferred the name Snickers
• Marathon was not a registered trademark
• The name 'Snickers' sounded like 'knickers'
• It was a strategic branding decision

Answer explanation

'Snickers' resembled the idiom for female lingerie in the UK, so the name was changed.

What is a common issue with direct translations in marketing?

• They require too many resources
• They may create unintended meanings
• They are expensive
• They take too long to produce

Answer explanation

Poor translations can lead to embarrassing or offensive meanings.

Why did Oracle restructure its marketing organization by language instead of country?

• To improve customer engagement
• To compete with local businesses
• To customize marketing for every country
• To save costs and ensure message consistency

Answer explanation

Oracle aimed to reduce costs and maintain uniform messaging across language regions.

What was a major advantage of Oracle reducing its country-specific websites?

• Increased customer trust
• Lower costs and fewer branding inconsistencies
• Better relationships with regional managers
• Easier adaptation to local markets

Answer explanation

Having fewer websites reduced operational costs and ensured brand consistency.

Why do some multinational companies adapt their brand names for the Chinese market?

• To avoid legal issues
• To create a name with a positive meaning in Chinese
• To comply with Chinese government regulations
• To appeal to younger consumers

Answer explanation

Companies localize names to maintain phonetic similarity while ensuring positive meanings.