Marketing Strategies to Different Cultures

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When marketing our products across cultures, without doubt we are going to face with cultural differences that exist among the different markets that we are focusing. The challenge that we faced includes our ability to identify the differences in the various cultures as well as finding ways to ensure that we do not upset the consumers by not being sensitive to cultural differences that exist within different markets. Being a multi cultural nation ourselves, we are no stranger to cultural differences.

Culture are norms and practices that are common to any society. An understanding about culture is important if we are to market our products and services to the global market. Culture is also about how different people give different meanings to the same object or phenomena. Because of our different culture, we tend to interpret things like colour, time, personal space differently.
Before we begin our discussion on the different approaches used in explaining culture, let us ponder on these scenario.

“Pepsodent tried to sell its toothpaste in Southeast Asia by emphasizing that it "whitens your teeth." They found out that the local natives chew betel nuts to blacken their teeth which they find attractive.”
“A company advertised eyeglasses in Thailand by featuring a variety of cute animals wearing glasses. The ad was a poor choice since animals are considered to be a form of low life and no self respecting Thai would wear anything worn by animals.”
“ A soft drink was introduced into Arab countries with an attractive label that had stars on it--six-pointed stars. The Arabs interpreted this as pro-Israeli and refused to buy it. Another label was printed in ten languages, one of which was Hebrew--again the Arabs did not buy it.”

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... reconcile them is not to be judgmental when faced with lack of emotions.

Advertisement that are offensive

One local advertisement showing a male wearing a swimming trunk was pulled out because it was deemed indecent in our more conservative culture. Critics argue that what else should be worn in a swimming pool but the local culture finds the attire offensive and should not be shown in public.

Service with a smile

A lot can be said about service in Malaysia. Westerners often found it strange that when they complained about a bad service, it is often receive with a smile. To them there is nothing to smile about a bad service.

Endorsement by authorities

Endorsement of products in Malaysia is very common. Common endorsing bodies in Malaysia includes SIRIM and JAKIM . These endorsing bodies give their stamp of approval as an independent and neutral body.

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