Essentials of global marketing

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Essentials of Global Marketing

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There was a problem with saving your item s for later. You can go to cart and save for later there. Essentials of Global Marketing. Svend Hollensen. Average rating: 0 out of 5 stars, based on 0 reviews Write a review. Tell us if something is incorrect. Out of stock. Get In-Stock Alert. Delivery not available. Pickup not available. Books : Essentials of Global Marketing Paperback. About This Item We aim to show you accurate product information.

Manufacturers, suppliers and others provide what you see here, and we have not verified it. See our disclaimer. When exposed to the same advertisement or promotional offer, one culture may immediately respond differently from another. One determining factor might include the degree to which a culture is influenced by personal beliefs in comparison to cultural beliefs.

For instance, a Middle Eastern culture would be expected to draw on cultural and religious beliefs when forgoing a pork dinner in favor of a halal beef dinner. Marketers need to evaluate the effectiveness of their promotional offers and advertising messages to targeted foreign cultures and establish the cultural prerequisites needed to be successful.

Essentials of Global Marketing, 2nd, Hollensen, Svend | Buy Online at Pearson

Developing markets may lack the literacy skills to comprehend advertising and promotional messages, while other markets may be so new to western style advertising that they need additional time to absorb the message. Marketers must also be cognizant of and alert to advertising norms that may either benefit or undermine their product.

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In some markets, competitors commonly hire marketing firms to produce false and deceitful advertising to destroy the reputation of competing brands. Restrictions may also limit the advertising and promotional channels available to marketers. For example, Sweden prohibits television advertising targeted at children aged 12 and under. A culture interprets advertising and forms attitudes based on the social worlds it encounters. When a single advertisement is shown to different cultures, it may be effective or it may be viewed as contrived or unoriginal and then be quickly discounted.


How the advertisement is interpreted depends on the context, the receiver and the communication codes that form the cultural expectations of the sender and receiver. Non-verbal communication is another key element of advertising. Because non-verbal gestures may suggest considerably different meanings from one culture to another, diverse communicative systems among cultures have important implications for international marketing. Thus using national stereotypes in advertising can be effective or disastrous for advertisers.

When stereotypes encourage positive and enduring sentiments, they can be effective.

Consequently, advertisers must employ only gestures with positive connotations so that meanings reflect well on the brand and eliminate the potential for unintended consequences. The international marketing world is awash with stories of brand names, packaging designs or ads that failed because they were interpreted to mean something inappropriate or outrageous in some regions because the planners did not think outside their own cultural frame of reference. Cultures can vary widely in the norms followed in introductions, negotiations, gift giving, presentations, service delivery and repertoire.

Some cultures observe such strict cultural protocols that businesses must also adhere to the restrictions, limitations and resistance to outside companies. For instance, attaining rights to import products and gaining market acceptance for non-domestic brands can be highly challenging or even impossible in certain countries.

This is often the case when cultures have a strongly held belief in building mutually advantageous business relationships cautiously and gradually over extended time periods. Thus, foreign cultures may not be accustomed to or comfortable with offering the instant rapport that Western businesses often expect. Multiple languages and dialects of foreign cultures create an obvious obstacle for international business.

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When nuances in communication and business customs can be understood only by natives, communicating and conducting business is challenging for those who lack deep knowledge of local culture, language and business practices. Adding to communication challenges are regulatory and cultural boundaries that must be carefully considered and never overstepped. Standardizing marketing globally offers substantial efficiencies and control over messages. This charge generally involves translating advertisements into the local dialect and ensuring the advertisement is consistent with local customs and practices.

This process of adapting content to local realities is sometimes referred to as glocalization. Great and detailed post on marketing internationally! Nice point about the non-verbal cues that we have to be careful about. Your email address will not be published. Does Cultural Segmentation Make Sense? Why market internationally?