Transcript A cross-cultural approach

Intercultural Marketing Communication
Chapter 8
Learning Objective
• Understand the role of culture plays in international
marketing and advertising
• Gain insight into controversial issues of global
marketing and advertising
• Analyze consumer behavior from different cultural
viewpoints
• Understand the importance of appropriate
translation of advertisements
Marketing & Culture
• The first step of market research
• Geographic differences, personality
differences, demographic differences,
technographic differences, use of product
differences, psychographic differences,
gender differences.
• Cultural differences influence consumer’s
needs and wants.
• Cultural environment for business is a key
factor in marketing development.
1. A Cultural Approach to International
Marketing.
• A cross-cultural approach: • An intercultural approach:
• ①compare national
• ①center on the study of
marketing systems and
interaction between
local commercial customs
business people, buyers,
in various countries
and sellers who have
different cultural
• ②essential for the
background.
preparation and
implementation of
• ②between people, people
marketing strategies.
and messages, people and
products
Marketing
• the direct communication between your
products and customers.
• Advertising is the non-personal
communication of information usually paid for
and usually persuasive in nature about
products, services or ideas by identified
sponsors through the various media.
• Marketing is the process used to determine
what products or services may be of interest
to customers, and the strategy to use in sales,
communications and business development.
• Marketing is used to identify the customer,
satisfy the customer, and keep the customer.
Question
• Could you use the communicative theory to
explain advertising communication?
Encoding
Channel
Message
Decoding
Noise
context
Components of Communication
Receiver
Resp
onse
ck
a
b
d
Fee
Source
Advertisning communication
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•
•
•
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Sender
Receiver
Channel
Message
noise
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•
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•
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Consumer
Media mix
Advertiser
Cultural differences
Advertising text
To develop customer loyalty
• AIDA: Attention, Interest, Desire, and Action
• ACCA: Awareness, Comprehension,
Conviction, and Action
• Marketing may be seen as a process of
exchange; communication is central to the
process
• Consumers buy meanings and marketers
communicate meanings through products and
advertisements
• Inter-subjectively sharing of meaning
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Marketing as communication
Culture as meta-language
Eg.
The role of emotions in Japanese marketing
Appearance and design of products in Italy
2. Cultural Influence on selected Aspects of
Marketing and Advertising
language
• Marketing communications are language
based.
• Accuracy of the wording
• brand names
• Slogans
Branding
• To differentiate products
• Benefits: expanding sales, increased profits, greater
longevity, great power with distributors ,ability to survive
• Related to the founders of the company and to a specific
linguistic context.
Rank
1
2
3
4
5
6
7
8
9
Brand Name
Top 10
Brand Value($
Mil)
Global
Brands
CoCa-Cola
653.24
Microsoft
587.09
IBM
570.91
GE
515.69
Nokia
336.96
Toyoto
320.70
Intel
309.54
McDonald's
293.98
Disney
292.10
http://news.xmnext.com.world/shehui/2007htm
Chevy Nova
• “No va” means “it won’t
go” in Spanish
• Esso=stalled car
• Enco =disposal truck
• Fira=ugly old woman
Electrolux vacuum cleaner
• Nothing sucks like an
Electrolux.
Successful Brand names
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•
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Tokyo Tsushin Kogyo 东京通信株式会社
A romanized name to market
TTK—Tokyo kyuko was known as TKK
Totsuko– Americans had trouble pronouciation
“Tokyo Teletech”—there was an American company
already using Teletech as a brand name
• The Latin word “Sonus”, the rot of sonic and
sound.
• “sonny”, a familiar term used in 1950s in
America to call a boy
• Sony– The TR-55 transistor radio in 1955
• The company name did not change to Sony
untill January 1958
• The best type of brand
• Transparent brand:中性商标，有具有独特性
组组成而无任何特定含义的商标。
Slogans: characteristics
• Short
• Catchy
• Be able to communicate the main
charateristics of the product or service whch
is being advertiszed
• KeLong perfume
• “love me tender, love me true. True love
comes from Kelong Perfume.”
• Chinese Santana
• “East or west, Santana is best
• Electrolux’s Vacuum cleaner
• “nothing sucks like an Electrolux”
Hengyuanxiang Case
• 恒源祥：“羊羊羊”
2. Signs and Symbols
• Signs and symbols can mean different things to
people from different cultural background.
• The same sign or image may create different
connotations or implications when they are put in
different cultural settings.
• Marketers should make clear what associations the
signs and symbols to be used may have to the
target culture.
Gestures
Inappropriate use of touch
• In Saudi Arabian, this
photo had to be
modified.
Colors
Numbers and shapes
The Nike case
• Chinese elements
• Signs and symbols
• controversy
3.Rituals and Religions
• Rituals: daily routines, religious and cultural
practices and festivals.
• Multi-national ads that neglect the influence
of symbols and heroes may be weak in one
culture, but ads that violated ritual and
religions may become annoying and offensive.