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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.

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Marketing Across Cultures

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  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)

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