Impact Of Tapping On Global Marketing

William Bastianelli

2/23/15

MKG-366H-90-142

Research Project Outline

Tapping into Global Markets and Global Marketing

Introduction

In today’s society nothing is confined to just one country, everything is global. With everything being global, were seeing companies that have attained global recognition, and are known on every corner of the globe. It is no accident that companies, like McDonalds, Apple, and Coca-Cola, are known everywhere. These companies have mastered the most important aspect of reaching global markets, and that is global marketing. Global Markets are not all the same, they vary from one country to the next. And while a marketing campaign maybe successful, in for instance the United States, it could be a disaster in another

Through global marketing, companies market their products to appeal to customers within different markets, so one marketing campaign maybe different to another, even if there for the same product, for the same company. Now not all markets are different in each country, some countries have similar cultures and very similar marketing campaigns can be used in the two, if not for some minor changes. The problems in global marketing campaigns arise when a company is dealing with a brand new culture, and cultural differences arise, is when there can be problems. To account for these cultural differences company’s construct specific global marketing strategies to target specific global

But, that doesn’t mean companies won’t fail, and fail badly. It’s not just the small companies that fail either, its large multi-national corporations as well. The failures typically have to do with the translation of words, or themes that are found ok in one culture, but taboo in another. The failures in global marketing that deal with the translation of words goes on for days, but a few of them include Puffs tissues, Kentucky fried-chicken, and Pepsi. Puffs tissues introduced there products in Europe, they found out that “puff,” is a German phrase for whorehouse (Fromowitz). When KFC first entered the Chinese market, there famous slogan, “finger-lickin good,” translated to, “Eat your fingers off,” (Fromowitz). Another failure in the Chinese market, was with Pepsi, the slogan they came up with for their product translated to, “Pepsi brings your ancestors back from the grave,” (Fromowitz). Other failures in global marketing have to do with cultural norms. For example, when Gerber first introduced their baby products in Africa, they used the same packaging as in the US, but they later found out, most companies that sell products in Africa put pictures of what’s inside on the packaging, because most people can’t read (Fromowitz). The next example of global marketing failure proves it happens to the biggest and best of them, and that is Proctor and Gamble. Proctor and