1 / 10

Marketing Across Cultures

Marketing Across Cultures. Katherine Schaefer Diplomatic Academy of London January 14, 2002. Topics. What is Cross-Cultural Marketing? Cross-Cultural Marketing Best Practices One Company’s International Success One Culture’s Marketing Success Marketing Blunders. Cross-Cultural Marketing.

nhung
Download Presentation

Marketing Across Cultures

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing Across Cultures Katherine Schaefer Diplomatic Academy of London January 14, 2002

  2. Topics • What is Cross-Cultural Marketing? • Cross-Cultural Marketing Best Practices • One Company’s International Success • One Culture’s Marketing Success • Marketing Blunders

  3. Cross-Cultural Marketing The strategic process of marketing among consumers whose culture differs from that of the marketers own culture in at least one of the fundamental cultural aspects: • Language • Religion • Social Norms and Values • Education and the Style of Life

  4. Best Practices • Develop cultural empathy • Avoid ethnocentrism • Never assume transferability of a concept from one culture to another • Get cultural informants involved in the decision-making process

  5. Georgia Coffee Brand Fanta Diet Coke with Lemon The Coca-Cola Company“Think local, act local”

  6. Döner Kebap Case Study • What is Döner Kebap? • Minced Beef or Veal inside a Pita • Lettuce, vegetables, sauce • Brief History of Döner Kebap • Introduced by Turks who were guest workers in Germany - 1961 • High unemployment led to self-employment – 1970’s • Marketed as exotic Turkish delight to German consumers at the onset

  7. Döner Kebap Success • Timing: Post WWII Germany • German “taste” • More filling and healthier than competitors • Aesthetically attractive

  8. Marketing Change After 1989 • Image Change • McKebap • Keb’up • Dönerburger • Mister Kebap • New Döner Varieties • Price Differentiation • Target Market Shift

  9. Marketing Blunders • “Ke-kou-ke-la” • Clairol “Mist Stick” • “Finger lickin’ good” • “Nothing sucks like an Electrolux” • “Come alive with the Pepsi Generation”

  10. References • Costa, J. A. & Bamossy, G.A. (1995). Marketing in a Multicultural World: • Ethnicity, Nationalism, and Cultural Identity. New Delhi: Sage Publications. • Guang Tian, R. Marketing in the 21st Century:Cross-cultural Issues. • (http://www.studyoverseas.com/america/usaed/crosscultural.htm) • Kauffman, S. (Ed.). (1997). Advertising Blunders. • Omen: Oregon Mensa. • Remarks by Doug Daft, Chairman, Board of Directors & CEO of The • Coca-Cola Company. Importance of Diversity. King and Spalding Fall • Executive Dinner (2001). • Koonan, S. (2001). Marketing Milieu: Culture in Marketing, Part 1. • (http://www.marketingmilieu.com/articlep1004.html)

More Related