1. Cross Cultural Marketing

2.  Understanding unique cultures is quite challenging from the marketing perspective. It is integral to understand a country and culture before moving business overseas  One may violate the cultural norms of a country without even knowing it if one does not take the time to appreciate and understand the cultural uniqueness. Lots to Research!

3.  When observing a culture, one must be careful to not over generalize about traits that one sees  Note that there are often individual differences within cultures  Especially significant in mass media – usually relating to class, ethnicity, race, gender, sexual orientation, social role or occupation  Can we stereotype Canadians? Warning about Stereotyping

4.  A learned, shared, compelling, interrelated set of orientations (value) for members of society  Learned: Culture is not genetically-based We learn through our culture what is appropriate or not From parents, school and friends  Shared: The beliefs, interpretations and behaviours are shared by all or most of the people within the culture so that is becomes truly societal Definition of Culture

5.  Compelling: Culture must have implications (rules, laws, punishments, social disapproval)  Interrelated: Coherent and consistent among all. Ie: Japanese bow when greeting hello and to demonstrate respect What is the culture of this classroom? What are the norms of this classroom? Definition of Culture

6.  belief in the intrinsic superiority of the nation, culture, or group to which one belongs, often accompanied by feelings of dislike for other groups  The belief that one's own culture is superior to all others and is the standard by which all other cultures should be measured. (Example is Germans in WWII)culture  We are WEIRD too! What types of cultural elements do we have here in North America that might be perceived as strange to other cultures? Ethnocentrism and the Self Reference Criterion

7.  Self Reference Criterion: the assumption that a product can successfully be sold abroad on the basis of its success in the home marketproductbasis home market Video: Are You Testing Your Assumptions? Mcdonalds Commercials in the U.S. vs China Cross-Cultural Marketing - USC presentation Cultural Essence: A Video on International Business Culture

8. 1. "Traficante" and Italian mineral water found a great reception in Spain's underworld. In Spanish it translates as "drug dealer". 2. Sharwoods, a UK food manufacturer, spent £6 million on a campaign to launch its new 'Bundh' sauces. It received calls from numerous Punjabi speakers telling them that "bundh" sounded just like the Punjabi word for "arouse". 3. In 2002, Umbro the UK sports manufacturer had to withdraw its new trainers (sneakers) called the Zyklon. The firm received complaints from many organisations and individuals as it was the name of the gas used by the Nazi regime to murder millions of Jews in concentration camps. Cultural Marketing Blunders!

9. 4. United Airlines unknowingly got off on the wrong foot during its initial flights from Hong Kong. To commemorate the occasion, they handed out white carnations to the passengers. When they learned that to many Asians white flowers represent bad luck and even death, they changed to red carnations. Cultural Marketing Blunders!

10. 5. When Gerber started selling baby food in Africa, they used the same packaging as they did in the U.S., with the beautiful Caucasian baby on the label. Later they learned that in Africa, companies routinely put pictures on the label of what's inside, since most people can't read. Yikes! 6. Coors put its slogan, "Turn It Loose," into Spanish where its translation was read as "Suffer From Diarrhea."

11. 7. Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: "Nothing sucks like an Electrolux." 8. Pepsi's "Come alive with the Pepsi Generation" translated into "Pepsi brings your ancestors back from the grave", in Chinese.

12.  Language: Set of symbols used to assign and communicate meaning, enabling us to name, label and connect to things in our world  Values: Anything members of a culture aspire to or hold in high regard (ie: in the US – being individual) Values are things to be achieved or considered of great worth Values are social products – created by humans, thus they can be changed over time and experiences Elements of Culture

13.  Beliefs: Things members of a culture hold to be true ‘Facts’ accepted as truth by most members Not limited to religious statements, but include all things a people know and accept to be true, including common sense everyday knowledge Also created by man and are collective social agreements – beliefs can and do change, especially in modern day society (chances are, our grandchildren will laugh at lots of our beliefs today!)

14.  Attitudes and Norms: May include folklore, mores, taboos, rituals in a culture Manmade rules for behaviour  Status and Roles: Position in society –what is expected in that position, ie: Mother vs. father, teacher vs. student What a person in a given status should do as well as what they can expect from others Often how humans identify themselves.