1. Cultural Differences Marketers should be aware of when Marketing Globally By Mark Braithwaite

2. Syllabus Intro – Why go Global? Intro – Why go Global? Cultural Differences Cultural Differences Two Strategies for going Global Two Strategies for going Global Diffusion of Consumer Culture Diffusion of Consumer Culture New Consumer Segments Emerging New Consumer Segments Emerging Conclusion Conclusion The Top Ten The Top Ten

3. Why Go Global? Expand your market Expand your market Conquer new markets Conquer new markets Convince foreign consumers to desire your offerings Convince foreign consumers to desire your offerings

4. Cultural Differences Values Values Tastes Tastes Language Language Conventions and Customs Conventions and Customs Unique preferences Unique preferences Cultural Norms Cultural Norms

5. Two Strategies Standardized Strategy Standardized Strategy Localized Strategy Localized Strategy

6. Standardized Strategy (etic perspective) The same approach will work throughout the world The same approach will work throughout the world Focuses on commonalities across culture Focuses on commonalities across culture Can benefit from saving time & money economies of scale Can benefit from saving time & money economies of scale

7. Standardized Strategy can work if… Messages appeal to consumers basic values Messages appeal to consumers basic values Target consumers who are more internationally oriented Target consumers who are more internationally oriented example example example

8. Localized Strategy (emic perspective) Each country has a national character, a distinctive set of behaviour and personality characteristics. Each country has a national character, a distinctive set of behaviour and personality characteristics. Focuses on each culture is unique, with its own value system, conventions and regulations Focuses on each culture is unique, with its own value system, conventions and regulations

9. Localized Strategy Must tailor your strategy to sensibilities and needs of each specific culture Must tailor your strategy to sensibilities and needs of each specific culture Products need to be modified and positioned to be acceptable to local tastes. Products need to be modified and positioned to be acceptable to local tastes. example example example

10. Diffusion of Consumer Culture Cultures influence other cultures Cultures influence other cultures Boarders are shrinking Boarders are shrinking Advances in Communication Advances in Communication

11. New Consumer Segments Emerging “Global citizen” “Global citizen” –share common ideas around the world, through their travels, business contacts and media experiences. “Young people” “Young people” –Music and fashion are strongly influenced by MTV and other media broadcasted worldwide.

12. Conclusion Corporations spend millions of dollars on marketing global whether their following a Standardized or Localized Strategy. Corporations spend millions of dollars on marketing global whether their following a Standardized or Localized Strategy. Marketers need to know everything about a culture to successfully market Globally. Marketers need to know everything about a culture to successfully market Globally. Marketers must be continually aware of global consumer trends and emerging consumer segments to capitalize on global opportunities. Marketers must be continually aware of global consumer trends and emerging consumer segments to capitalize on global opportunities.

13. Cultural Differences Values Values Tastes Tastes Language Language Conventions and Customs Conventions and Customs Unique preferences Unique preferences Cultural Norms Cultural Norms

14. Top Ten Marketing Mishaps with Language Translations

15. Top Ten Marketing Mishaps with Language Translations #10 - Fresca the pop marketed in Mexico is slang for “Lesbian” #9 - Ford in Brazil had a model named the “Pinto” which is a slang term meaning “Small male appendage.” #8 - Mitsubishi Motors of Japan tried marketing their popular “Pajero” car in the Spanish market but were baffled by their lack of success being “Pajero” is slang for “Masturbation."

16. Top Ten Marketing Mishaps with Language Translations #7 - “Vicks” in German is slang for “Sexual intercourse.” #6 - Chevrolet introduced their "Nova" automobile in Spanish speaking countries. It sold very poor, why? It means “Doesn't go.” #5 - Ford in the Spanish markets had a truck called the Firea which means “Ugly old women.”

17. Top Ten Marketing Mishaps with Language Translations #4 - Sunbeam introduced the curling iron called the “Mist Stick” in Germany which translates into “Manure wand.” #3 - Pepsi Corporation, marketing slogan "Come Alive with Pepsi" was first translated into the Chinese phrase "Pepsi brings your dead ancestors back to life" The same slogan was also translated into German "Come out of the grave with Pepsi."

18. Top Ten Marketing Mishaps with Language Translations #2 - Parker marketed a ballpoint pen in Mexico saying, “it won’t leak in your pocket and embarrass you.” The translation actually said “It won’t leak in your pocket and make you pregnant.” #1 - Toyota Motor Company released their popular MR2 sports car in France, MR2 was pronounced as "el merdeux,", which loosely translates to the phrase "hey little shit man."

19. The End Any questions??????? Any questions???????