4.3.3: Cultural/social factors

cultural and social factors affecting global marketing

• businesses must have an understanding of national and corporate cultures and languages

• otherwise can potentially cause offence

• businesses must overcome ethnocentrism to market effectively

• denounce ideal values

cultural differences

• cultural sensitivity

• understand differences in behaviour and language

• may cause offence and lost of deals

• adds levels of complexity

• precautions help with cultural differences and build trust

• each level of the business relationship needs to account for cultural differences

• sources of cultural differences: language, hobbies and interests, religions and social norms, legal systems, weather and climate, history and traditions

different tastes and preferences

• need for more or fewer adaptations

• dependent on cultural and social differences

• differences due to local taste

• differences based on religious beliefs

• adaptations due to legal requirements

language and unintended meanings

• easy communication

• reduces risks

• builds relationships

• high-context vs. low-context cultures

• gestures

• barriers to communication:

  • lack of clarity due to poor writing or expression

  • lack of communication methods

  • jargon

  • most appropriate medium

  • eliminating sources of distraction

  • ensuring chain of command is not too long

inappropriate branding and promotion

• mistakes, mistranslations and unintended meanings

• versioned promotions across different international markets

• brands want to create an international image and recognised brand

• doesn’t guarantee the same marketing campaign will work in USA

• audience is key

• cultural norms need to be considered

• failure to consider new market can be inappropriate