- Global businesses must consider various cultural and social factors to effectively market their products/services in different countries and regions
Cultural and social factors to consider in global markets
- By understanding cultural differences, adapting to local tastes, using accurate translations, and avoiding inappropriate branding and promotion, businesses can build strong relationships with their global customers and achieve long-term success
An Explanation of the Cultural and Social Factors
Factor
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Explanation
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Cultural differences
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- Businesses must be aware of how businesses and customers interact in new global markets
- Businesses need to understand cultural differences in areas such as values, beliefs, customs, and traditions, and adapt their marketing strategies accordingly
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Different tastes
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- Tastes and preferences vary greatly between cultures and regions
- Businesses must ensure that their products/services are adapted to meet local preferences
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Language
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- Businesses must ensure that their marketing messages are translated accurately and appropriately
- This involves understanding language nuances and idioms
- E.g. When KFC entered the Chinese market, it translated its slogan "Finger-Lickin' Good" into Chinese as "Eat Your Fingers Off", which had negative connotations in the Chinese culture
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Unintended meanings
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- Unintended meanings can arise when businesses use images, symbols, or language that have different connotations in different cultures
- E.g. The colour white symbolises purity and innocence in Western cultures, but it represents death and mourning in some Asian cultures
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Inappropriate/Inaccurate translations
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- Inappropriate or inaccurate translations can lead to serious consequences for businesses, including loss of credibility, legal implications, and damage to brand reputation
- Businesses must use professional translation services and consult with local experts to ensure that their messages are accurately translated and culturally appropriate
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Inappropriate branding/promotion
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- Inappropriate branding and promotion can occur when businesses use images, symbols, or language that are offensive or inappropriate in different cultures
- E.g. In 2018, A Dolce & Gabbana advert showed a Chinese model attempting and failing to eat various Italian dishes with chopsticks. People were outraged over the depiction of Chinese people as lacking refinement and an understanding of culture
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