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Elements of culture


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Examples for the elements of culture which affect international marketing.

Published in: Education, Technology, Business

Elements of culture

  1. 1. Course Instructor: Sneha Sharma Elements of Culture
  2. 2. Elements of Culture Material culture Language (Spoken & Unspoken) Aesthetics Education Religion Attitudes and values Social organizatio n
  3. 3. A few Examples..
  4. 4. Language  English, Spanish, German, and many other similar languages  Read from upper left-hand corner of a page and then moving across the page to the right and down.  Arabic readers begin at the upper right-hand corner and read to the left, working their way down.  Chinese, traditionally begin in the upper right-
  5. 5. The Coca-Cola Case in China  Coca-Cola name in China was first read as “Kekoukela”,  meaning “Bite the Wax Tadpole” or “Female Horse Stuffed with Wax”, depending on the dialect. Coke then researched 40,000 characters to find a phonetic equivalent “kokoukole”, translating into “Happiness in the Mouth”
  6. 6. The Nike Air Case  Nike offended Muslims in June, 1997 when the “flaming air” logo for its Nike Air sneakers looked too similar to the Arabic form of God‟s name, “Allah”.  Nike pulled more than 38,000 pairs of sneakers from the market.
  7. 7. The Volkswagen Jetta Case  Volkswagen named the sedan version of Golf the Jetta. The letter “J” doesn‟t exist in the Italian alphabet, so Jetta is pronounced “Ietta”, which means Misfortune…
  8. 8. The Orange Case  During its 1994 launch campaign, the telecom company Orange had to change its ads in Northern Ireland. “The future‟s bright…the future‟s Orange.”  That campaign is an advertising legend. However, in the North the term Orange suggests the Orange Order. The implied message that the future is bright, the future is Protestant, loyalist… didn’t sit well with the Catholic Irish population.
  9. 9. Colors  In Egypt, the country's national color of green is considered unacceptable for packaging, because religious leaders once wore it.  In Japan, black and white are colors of mourning and should not be used on a product's package.  Purple is unacceptable in Hispanic nations
  10. 10. TOSHIBA in China Toshiba once had a commercial jingle in China that went „„Toshiba, Toshiba.‟‟ In Mandarin Chinese, Toshiba sounds a lot like „„let‟s steal it‟‟ (tou-chu-ba).
  11. 11. Localized Brand Names Hewlett-Packard, for instance, adopted Hui-Pu as its Chinese brand name. Hui means „„kindness‟‟ and Pu means „„universal.‟‟
  12. 12. ORACLE in China  In 2002, Oracle, following a brainstorming session with its Chinese executives, adopted the name JiaGuWen The literal translation means the recording of data and information—a nice fit with Oracle‟s core business.
  13. 13. Allied Domecq in Asia  Allied Domecq wanted to revamp Kahlua, a Mexican coffee liqueur brand, as the brand of choice among young Asians. - Allied Domecq sponsored a dance program on MTV Networks Asia called „„Party Zone Mixing with Kahlua.‟‟  „„Young adults throughout Asia look to MTV as a trendsetter and representative of their lifestyle.
  14. 14. Gestures
  15. 15. Impact of Culture on Buyer Behavior
  16. 16. THE END See you in Next Class