chapter8-intercultural-marketing-communication

LOGOChapter8InterculturalMarketingCommunicationObjectives:Understandtherolecultureplaysininternationalmarketingandadvertising.Gaininsightintocontroversialissuesofglobalmarketingandadvertising.Analyzeconsumerbehaviorfromdifferentculturalviewpoints.Understandtheimportanceofappropriatetranslationofadvertisements.Contents1.Marketing2.Advertising3.Branding4.ConclusionInternationalmarketingMarketingisthedirectcommunicationbetweenyourproductsandcustomers,i.e.howaproductcanreachcustomers.Internationalmarketingmainlyrelyonadvertisingandbranding.Thereisnoglobalconsumersbecause----Culturaldifferencesinfluenceconsumers’needsandwants,theirmethodsofsatisfyingthemandthemessagestheyaremostlikelytorespondto.Activity:ImaginingthatyouandyourgroupmemberswillestablishacompanyrespectivelyinAsia,NorthAmerica,andArabInthissituation,whatexactlydoyouchoosetosell(orwhatisyourproductorservice?)Whatareyourbrandingstrategy?Whattypeofadvertisingdoyouchoosetopromoteyourproducts?Describeitwithdetails.JapaneseadvertisementsChineseAdvertisementsinresponsetoJapaneseonesCulturalfactorsVerballanguageNonverballanguageRituals&religionsvaluesConsequencesforAdvertising1-PowerDistance*LargePowerDistance:Statussymbols,theelderadvisestheyounger*SmallPowerDistance:thedaughteradvisesthemother(youngeradviseselder)ConsequencesforAdvertising2-Individualism/collectivism*Individualisticcultures:-frequentuseof«You,We,I»-«Treatyourselfright»*Collectivisticcultures:-showingpeopleaspartofgroups-beingalonemeansyouhavenofriendsConsequencesforAdvertising3-Masculinity/Feminity*Masculinity:strongneedtowin,tobesuccesful,wishtodominate«Beingthefirst»,«Bethebest»*Feminity:caring,softness,understatementConsequencesforAdvertising4-Uncertaintyavoidance*StrongUncertaintyavoidance:needforexplanations,structure,testing,scientificproof«Thebestinthetest»or«Testwinner»*LowUncertaintyavoidance:resultismoreimportantConsequencesforAdvertising5-Long/Shorttermorientation*Longtermorientation:-valuesare«Savefortomorrow»-symbolsarethicktrees,explicitreferraltofuturegeneration*Shorttermorientation:Urgency,livinginthenowandnotthinkingaboutfutureQuestion:Ifyouwereheadofmarketingdepartmentinalargeinternationalcompany,whatkindofbrandstrategieswouldyoutake?Step1:CreatingeffectivebrandnamesBrandmustbedistinctive.Theproprietorsshouldprotecttheirbrandeffectivelybylegaloradministrativemeans.Brandimageandvalueshouldbesetupfromthebeginning.Step2:compoundbrandingWiththeglobalization,increasingnumbersofproprietorsadoptthetacticofcompoundbrandingwherebytherearedifferentregistrationsinnameofthesameregistrant,withonetrademarkasaleadingbrand(first-classbrand)butalwaysusedtogetherwithothertrade-marks(second-class)toindicatedifferentmodelsorstyles.E.gP&G:Pantene,Rejoice….Step3:BrandmarketinglocallyHowtobrandlocally?Hazeline----夏士莲Safeguards---舒肤佳Avon---雅芳Benz---奔驰Sprite---雪碧Johnson&Johnson----强生