Transcript International Marketing

Objective: To understand the implications and
Cultural differences of international marketing
Value: Solidarity
Implications
of
International Marketing
O Implication of International Marketing
Definition:
Marketing implications are changes in sales or
other results that can be expected from a
particular strategy. The main implication of a
marketing strategy is the orientation toward
meeting customer needs that results in
increased customer satisfaction.
Reason of the implication are:
O Language and Cultural differences.- Need to
be aware of potential differences in
language and cultures( for example: frozen
food product such as microwave-ready
meals are popular in some European
conutries but are not in Southeast Asian
nations)
O Legal differences.- Different countries have
different legal systems and laws( for
example: Tax laws will also differ from
country to country)
O Political enviroment.- The degree of political
stability within a country can have a major
impact( for example: corruption in Kenia and
Egypt will destabilize operational and
strategic decision)
O Economic environment.- The state of the
economy directly affect the degree of
sucess( for example: Exchange fluctuations)
O Infrastructure.- The state of a country’s
transportation networks and
communications technologies(for example:
Google and Facebook are banned or have
restricted access in a few countries)
Cultural differences in
International
Marketing
Definitions
Culture: “That complex whole
which includes knowledge, belief,
art, morals, custom, and any
other capabilities and habits
acquired by man as a member of
society.”
Culture impacts
O Behavior—customs of how and when
products are used
O Expectations
O Interpretation of reality
O Relationships between people
Cultural Lessons
O Diet Coke is named Light
Coke in Japan--dieting was
not well regarded
O Red circle trademark was
unpopular in Asia due to its
resemblance of Japanese
flag
O Packaging of products is
more important in some
countries than in U.S.
O Advertisement featuring
man and dog failed in
Africa--dogs were not seem
as man’s best friend
More Cultural Lessons...
O Cologne ad featuring a
man “attacked” by women
failed in Africa
O Food demonstration did
well in Chinese stores but
not in Korean ones--older
women were insulted by
being “taught” by younger
representatives
Classwork Activity # 5
OAnalyze and develop the
question 4.7.3 (Viya
Crab Products
Company). Page 454