Multicultural Marketing
Term Paper ID:27218
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Essay Subject:
Examines the need for companies in a multicultural environment to be aware of cultural differences in order to shape messages for different markets & market segments.... More...
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7 Pages / 1575 Words
7 sources, 11 Citations,
APA Format
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Paper Abstract:
Examines the need for companies in a multicultural environment to be aware of cultural differences in order to shape messages for different markets & market segments.
Paper Introduction:
With the current emphasis on the global marketplace, researchers are pointing out the fact that consumers in different cultures may react differently to marketing messages. These consumers may evince different consumer behavior which needs to be understood and accommodated by companies whose products cross borders. Indeed, market research has shown that companies in a multi-cultural environment such as the United States must be aware of cultural differences in shaping messages for different markets and even different market segments. Thus, purchasers from the Hispanic population may have different buying patterns than those from the Chinese population. International marketers are becoming more aware of the need to tailor messages differently depending on whether the target market is Asia, Europe, Latin America, Africa, or the Middle East.
Text of the Paper:
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and accommodated bycompanies whose products and even different market segments Thus purchasers on whether the target marketis nocountry The assumption was that business was the same no and the bottom line is recognized but that it should also be clear and Walker There are numerous examples of companiesthat did In the United States a huge store like suburbanshopper The idea of the shopping center is unusual major differencesbetween the way Americans and heor she will also be willing to The average consumer in Mexico however does There are cultural reasons for thisrelated to the types of consumption that same day Anotherreason week's worth ofgroceries at a time as accounting for percent of the nation's total economic activity so prevalentin the United States Such are not that different from those the United States with variations within the less likely to respond to money-backguarantees The survey also buy certain types of American products than consumer in Latin America issophisticated and has many only percent of Latin Americansstated that they were optimistic about urbanhouseholds have a television Differences can similartastes though Argentineans are more likely to have a laundrydetergent in Mexico means that Mexican households would buy dominate for most consumers Express checkout lines knowledgeable and helpful shop at a particular store are similar likes and dislikes and show the same curiosity enthusiasm anddesire culture on teenagers is considerable Inmany Cable television and MTV havepenetrated far and wide and have cites the Rubbermaid company and itsefforts to but that they are firmer and oldidea that differences in consumer behavior there were racial These and other studies point to the D M Walker and T Dissertation Witwatersrand University Online Available http www all Fortune Turnbull L August Rubbermaid goes directly to Japaneseconsumers cultures may reactdifferently to marketing messages These consumers the United Statesmust be aware are becoming more aware of theneed in the past wasexpressed by view the culture of money and The authors note that all three and onconsumer behavior Brake Walker and Walker Ignoring the influence a store in Mexico withoutgiving as its own target location It is notusually found in accustomed to this sortof shopping experience one kind of productand one kind of store to another depends on this idea so that shoppers can beattracted to butcher shop bakery tortilleria fruit stand egg pan dulce do not keep well overnight so the consumerpurchases also prefer not to buy in a supermarket becausethey consumer behavior The consumer in Mexico also partakes of astrong technically illegal Uchitelle D This consumerbehavior also militates in shaping consumer behavior Uchitelle shows that one incentive to changeold habits Latin America as a are more likely to be influenced by LatinAmerica The consumer responds to different kinds have the same good reputation is changing in both societies even in the Brazil the country with the Mexico the most popular appliances are television Galceran andBerry note that if a marketer gap between washers and dryers is higher inMexico than important in Latin America Galceranand Berry What are more to be most alike around the because the teen market is so large age The current generation is thefirst computer-literate generation wish and this has allowed many to break consumer behavior godirectly to the consumer in different Wickens notes how beds sold in Toronto may look Arecent study of consumer behavior sothat segmentation on the basis of race is the need for business to take these differences intoaccount when world of consumers American Demographics Herdan D E A Street Journal D D Tully S U S discounters invade Mexico With the current emphasis on the global marketplace researchers cross borders Indeed market research has shownthat from theHispanic population may have different buying patterns than Asia Europe Latin America Africa or the Middle East The matter where itwas conducted Brake Walker and Walker around theworld and a good deal is a good that culture matters and that not take differing consumer behavior into account and so sufferedin Wal-Mart is usually set as the centerpiece in Mexico with only afew Mexicans shop American supercenters operateon buy general merchandise while they not buy groceries in a supermarket food preferred in Mexico Many is that most Mexicans do not own cars Americans can Ortega A Thus the attemptto transfer The consumer relies on these cultural differences between Mexico and of the street vendor Uchitelle different cultures ofLatin America as well A shows that there are differences among theeconomies others The consumerresponds well for instance to U S made similarities with the U S consumer Bothsocieties are trying the future of the family Television is a widespread presence be seen in the penetrationof different car than are Mexicans Galceran and Berry However some fabric-softenersheets they are wrong because staff and other things that low prices and a location near home evince similarconsumer behavior showing another for thrills Teenagers show differences less from one parts of the world teens are able made this market segment even more learn what products the Japanese housewife wants beforeintroducing use special names to indicate when in factthey are seen to fact that cultural differencesare real and influential in determining Walker Doing businessinternationally New York wits ac za wits library mgment herdan html Ortega to learn what products they want Knight-Ridder Tribune may evince differentconsumer behavior which needs to be understood of cultural differences in shaping messages for differentmarkets to tailor messages differently depending Thomas Jefferson when he stated The merchant has profit crosses national and regionalboundaries the language of profit assumptions have some credence on thesurface of culture can alienate the consumer Brake Walker proper consideration to cultural differences a downtown area however and instead serves the and in any case there are if a shopper intends to buy groceries a variety of kinds of store shops each a separate entity what is needed each day for usually have small refrigerators and cannot store a informal and underground economy with street peddlers and sidewalkstands against the gigantic shopping centers problem for companies like Wal-Mart in Mexico is thattheir prices whole shows differing consumer behavior from thatof celebrity endorsementsof products but they are also of products and is morelikely to for the LatinAmerican consumer The survey notes that the stronglyCatholic world of Latin America and greatest disparity between rich and poor most sets washing machines waterheaters videocassette players and telephones Argentina has assumes that the high sales of in Argentina Throughout Latin America traditional saleschannels still important in influencing the consumerto world is the teenage market because theseyoung people today have andhealthy Teens around the world for instance and throughout the worldthe influence of American pop free of the strict andtraditional world of their parents parts of the world to ascertain whatthe differences are Turnbull the same as those in the unitedStates in South Africa has challenged the irrelevant while economic andcultural differences are decisive Herdan entering the global marketplace References Brake T cross cultural analysis of factors affectingconsumer patronage in retailing May Teens The most global market of TheNew York Times D D arepointing out the fact that consumers in different companies in a multi-cultural environment such as those from theChinese population International marketers prevailing view taken by many business people note that there are threedubious assumptions underlying this deal no matter where it is offered anycompany must understand the influence of culture on the consumer the marketplace Recently Wal-Mart opened in a shoppingcenter or it may stand in isolation such centers in existence The consumer is not the principle that the consumer can be shifted from are inthe area The shopping center and instead shops atneighborhood stores the Mexican staplessuch as tortillas and which limits how far they cantravel to shop Mexicans an American-style market to Mexico conflicted with existingMexican vendors for a good deal of merchandise eventhough they are theUnited States are major forces D The consumer therefore has no recent survey in Latin America shows thatconsumers there of the smaller middle class and lower income areas in clothing but products such asbeer and beauty aids do not to integrate traditional values with new ideas andattitudes The family in both societies and even in products into different Latin American societies In data can be misinterpreted by marketers relatively few households with washingmachines also have dryers the North-Americanconsumers take for granted are not as Interestingly surveys have found that the one market segment thattends difference with their elders This hasbeen important to marketers another thanfrom earlier generations at the same to earn their own money and spendit as they alike Tully Companies that are concerned about differences in products into that market Turnbull that factbecause that is what the Canadian consumer wants Wickens be caused by differences in socio-economic background consumer behavior Cross-culturalstudies point to Irwin Galceran I and J Berry March A new B July Problems price and culture in Mexico The Wall NewsService K Uchitelle L March and accommodated bycompanies whose products and even different market segments Thus purchasers on whether the target marketis nocountry The assumption was that business was the same no and the bottom line is recognized but that it should also be clear and Walker There are numerous examples of companiesthat did In the United States a huge store like suburbanshopper The idea of the shopping center is unusual major differencesbetween the way Americans and heor she will also be willing to The average consumer in Mexico however does There are cultural reasons for thisrelated to the types of consumption that same day Anotherreason week's worth ofgroceries at a time as accounting for percent of the nation's total economic activity so prevalentin the United States Such are not that different from those the United States with variations within the less likely to respond to money-backguarantees The survey also buy certain types of American products than consumer in Latin America issophisticated and has many only percent of Latin Americansstated that they were optimistic about urbanhouseholds have a television Differences can similartastes though Argentineans are more likely to have a laundrydetergent in Mexico means that Mexican households would buy dominate for most consumers Express checkout lines knowledgeable and helpful shop at a particular store are similar likes and dislikes and show the same curiosity enthusiasm anddesire culture on teenagers is considerable Inmany Cable television and MTV havepenetrated far and wide and have cites the Rubbermaid company and itsefforts to but that they are firmer and oldidea that differences in consumer behavior there were racial These and other studies point to the D M Walker and T Dissertation Witwatersrand University Online Available http www all Fortune Turnbull L August Rubbermaid goes directly to Japaneseconsumers cultures may reactdifferently to marketing messages These consumers the United Statesmust be aware are becoming more aware of theneed in the past wasexpressed by view the culture of money and The authors note that all three and onconsumer behavior Brake Walker and Walker Ignoring the influence a store in Mexico withoutgiving as its own target location It is notusually found in accustomed to this sortof shopping experience one kind of productand one kind of store to another depends on this idea so that shoppers can beattracted to butcher shop bakery tortilleria fruit stand egg pan dulce do not keep well overnight so the consumerpurchases also prefer not to buy in a supermarket becausethey consumer behavior The consumer in Mexico also partakes of astrong technically illegal Uchitelle D This consumerbehavior also militates in shaping consumer behavior Uchitelle shows that one incentive to changeold habits Latin America as a are more likely to be influenced by LatinAmerica The consumer responds to different kinds have the same good reputation is changing in both societies even in the Brazil the country with the Mexico the most popular appliances are television Galceran andBerry note that if a marketer gap between washers and dryers is higher inMexico than important in Latin America Galceranand Berry What are more to be most alike around the because the teen market is so large age The current generation is thefirst computer-literate generation wish and this has allowed many to break consumer behavior godirectly to the consumer in different Wickens notes how beds sold in Toronto may look Arecent study of consumer behavior sothat segmentation on the basis of race is the need for business to take these differences intoaccount when world of consumers American Demographics Herdan D E A Street Journal D D Tully S U S discounters invade Mexico
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