Cultural differences in international marketing

Outline

• Culture and its elements

• Marketing implications of cultural differences

• Examples of cultural blunders in marketing

Why should international marketers study different cultures?

There are often surprises!• the average French man

uses twice as many cosmetics as his wife

• the Germans and French eat more packaged spaghetti than Italians do

• 15% of Chinese women style their hair and put on makeup at bedtime

So, companies need to study the cultures of countries in which they will be doing business

What is culture?

Culture–a way of living built up by a group of human beings and transmitted from one generation to another (Stein, 1973)

Culture is the way we see and do things around here…

Culture is acted out in social institutions

• Family• Education• Religion• Government• Business

These institutions

function to reinforce cultural norms

CULTUREAesthetics

Material culture

Religion

Values

EducationLanguage

Elements of culture

Attitudes Beliefs

Religion

• Certain religions prohibit the use of certain goods

-Hinduism does not allow beef consumption

-Muslims are prohibited from drinking alcohol or eating pork

-Jews are prohibited from eating pork and shellfish.

• Religion is often a total way of life in the Muslim world

-during Ramadan all types of work slow down

Religion does influence consumer patterns

AestheticsAesthetics refers to designs, colors,

shapes, sounds- things conveying the concept of beauty

• White–identified with purity in the

West, with death - in parts of Asia.

• Gray–means inexpensive in Japan and China, but high quality and expensive in the U.S.

• Black is usually worn at funerals in Europe, whereas in Brazil it is purple

• Yellow is associated with disease in Africa

The Meaning of Color

4-10

Red signifies good luck and celebration in China

Yellow indicates a merchant in India

In the US, “Something Blue” on a bride’s garter symbolizes fidelity

Language

• Communication goes beyond the formal written and oral language.

• Language is also symbolic communication in terms of time, personal space, gestures, eye contact, etc.

Aren't 90 seconds the same in Berlin or Beijing?

• try being 90 seconds late to appointments in Berlin and Beijing!

-in Beijing it won’t be noticed, but in Berlin you will insult your contact

• In Southern Europe, Latin America, and the Middle East time is a servant, not a master

-it's fine if a person is on time. But it's also fine if a person is late

• in the US and most of Northern Europe time is money. Minutes are a precious resource

-when someone is late, they have wasted someone’s time

The relativity of time• Absolute punctuality - Germany, Finland, and

Japan (every minute counts!)

• Virtual punctuality - the US, Canada, Denmark, and Sweden (not more than 5 minutes late!)

• Relative punctuality - Belgium, France, and much of Asia (not more than 30min late)

• Moderate punctuality - Spain, Portugal, Italy, and most of Latin America (not more than 1 hour late)

• Zero punctuality - Middle East and Africa (hours late)

(T. Morrison and W. Conaway)

THE THUMB UP MEANINGS

Based on 1,200 informants from 40 different locations, the meanings were as follows:

• OK - 738 (the US, most European countries)

• One - 40 (Italy, Germany, Hungary)• Sexual Insult - 36 (Iran, Thailand,

Sardinia)• Hitch-hike - 30 (the US, the UK,

Australia)• Directional - 14• Others - 24• Not used - 318

Education

• Learning of culture is transmitted through education • Education can indicate the type of consumer market available:

-A high illiteracy rate may affect promotional strategy – the exclusion of printed instructions and more drawings.

Material culture

• Material culture - technological and economic aspects of a society

• Material culture has a major impact on the quantity, quality and type of products demanded

-iPads, automatic dishwashers,

vacuum cleaners will sell well in the developed markets, but the demand for these items will be limited in LDC

• The challenges of international marketing are many

• Despite the availability of cross-cultural consultants, significant blunders are still being made by some very “significant” companies

• Here is the chart of 10 cultural blunders to remember

#10#10

A US. phone company tried to A US. phone company tried to promote its services to Saudi’s.promote its services to Saudi’s.

Its ad portrayed an executive talking Its ad portrayed an executive talking on the phone with his feet propped on the phone with his feet propped up on the desk, showing the soles of up on the desk, showing the soles of his shoes.his shoes.

An Arab would never do this as the An Arab would never do this as the soles of the feet are considered soles of the feet are considered unclean.unclean.

#9#9

Cologne for men pictured a pastoral Cologne for men pictured a pastoral scene with a man and his dog. scene with a man and his dog.

It failed in Islamic countries since It failed in Islamic countries since dogs are considered uncleandogs are considered unclean

Dogs should never be used in Dogs should never be used in conjunction with a product meant to conjunction with a product meant to be applied to a man’s skin.be applied to a man’s skin.

#8#8

When Gerber started selling When Gerber started selling baby food In Africa, they used baby food In Africa, they used the same packaging as they did the same packaging as they did in the U.S., with the beautiful in the U.S., with the beautiful baby on the label.baby on the label.

Later they learned that in Africa, Later they learned that in Africa, companies usually put pictures companies usually put pictures on the label of what's inside, on the label of what's inside, since most people can't read. since most people can't read.

#7#7

Pepsi's "Come alive with the Pepsi's "Come alive with the Pepsi Generation" translated Pepsi Generation" translated into "Pepsi brings your into "Pepsi brings your ancestors back from the grave", ancestors back from the grave", in Chinese. in Chinese.

#6#6

The Dairy Association's huge The Dairy Association's huge success with the campaign "Got success with the campaign "Got Milk?" prompted them to expand Milk?" prompted them to expand advertising to Mexico. advertising to Mexico.

It was soon brought to their It was soon brought to their attention the Spanish translation attention the Spanish translation read "Are you lactating?" read "Are you lactating?"

#5#5

The Coca-Cola name in China was The Coca-Cola name in China was first read as "Ke-kou-ke-la", meaning first read as "Ke-kou-ke-la", meaning "female horse stuffed with wax”"female horse stuffed with wax”

#4#4

An American T-shirt maker in An American T-shirt maker in Miami printed shirts for the Miami printed shirts for the Spanish market which promoted Spanish market which promoted the Pope's visit. the Pope's visit.

Instead of "I saw the Pope" (el Instead of "I saw the Pope" (el papa), the shirts read "I saw the papa), the shirts read "I saw the potato" (la papa). potato" (la papa).

#3#3

When Parker Pen marketed a When Parker Pen marketed a ballpoint pen in Mexico, its ads were ballpoint pen in Mexico, its ads were supposed to say "It won't leak in your supposed to say "It won't leak in your pocket and embarrass you." pocket and embarrass you."

However, the company mistakenly However, the company mistakenly thought the Spanish word thought the Spanish word "embarazar" meant embarrass. "embarazar" meant embarrass.

Instead the ads said "It won't leak in Instead the ads said "It won't leak in your pocket and make you your pocket and make you pregnant."pregnant."

#2#2

Scandinavian vacuum Scandinavian vacuum manufacturer Electrolux used manufacturer Electrolux used the following in an American the following in an American campaign: "Nothing sucks like campaign: "Nothing sucks like an Electrolux" an Electrolux"

Things weren't any better for Things weren't any better for Ford when they introduced the Ford when they introduced the Pinto in Brazil. Pinto in Brazil.

After watching sales go After watching sales go nowhere, the company learned nowhere, the company learned that "Pinto" is Brazilian slang that "Pinto" is Brazilian slang means "tiny male genitals.“means "tiny male genitals.“

Ford substituted this name with Ford substituted this name with "Corcel," which means “horse”."Corcel," which means “horse”.

#1#1

Conclusion

Study cultural differences carefully to avoid expensive and embarrassing mistakes!

Questions?

Thank you!