Transcript Culture Related to Needs/Wants

Culture and International
Business
8.2- Culture and Consumer Needs and Wants
Culture Related to Needs/Wants
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Culture influences
consumer purchasing all
over the world, and this
creates opportunities…
However, the biggest
problem for businesses
is often understanding
foreign cultures.
Culture Related to Needs/Wants
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Cultural Marketing- uses
information to create
marketing campaigns that
appeal to specific countries
E.g. Christmas in Canada,
millions of consumer goods
produced, including paper,
foils, cards, wreaths, etc.
Countries such as Japan and
China do not celebrate like we
do, but produce goods for
Canada.
Jaffa Citrus and Cultural Marketing
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Read Page 253 about the impact and ideas of
Jaffa Citrus
What different strategies do they employ?
What are your favorites?
Any strategies that you feel are not so good?
Adapting to Cultural Differences
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Have to take into consideration cultural differences
E.g. Second Cup to expand internationally:
Is coffee a popular beverage in this market?
If yes, is it stronger/ weaker flavour? Can
consumers adapt to change?
Does the Second Cup name mean anything there?
Are there cultural associations that would restrict
ability to sell there?
Will people buy take out or prefer sit down?
Discussion Questions
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List five distinct Canadian cultural events.
Describe one product associated with each
event.
Summarize the marketing approaches used by
the Citrus Marketing Board of Israel in different
countries.