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 论文编号：
org200807152142317706 |
| 论文属性：
essay |
| 论文语言：English |
| 论文国家：U.K. |
| 登出日期： 2008-07-15 |
| 字数： 3469 |
| 源程序：
无 |
| 价格：
免费论文 |
| 注明： |
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| 论文大纲，目录 |
| 关键词搜索：Cultural Differences International Marketing essay |
t change is best initiated by putting one orientation in the context of the other rather than constantly seeing them as opposing values. The elegance of this approach is that the existing culture is not threatened but enriched.
An example here is the Heineken company an international organisation with a very strong brand traditionally marketed and advertised quite differently in every country in which it was sold. How can global media be used for a product that is, in essence, quite local?
After a centralised advertising campaign for Europe failed miserably because of the clash between how different cultures drink beer, Heineken decentralised its advertising campaign again. Each local marketing outfit was given the freedom to launch its own campaign but it had to stay within three basic guidelines: Heineken should be portrayed as a no-nonsense beer; it should be positioned as premium quality (imported); and it should be strongly associated with relaxation from stress. Beer as beer is meant to be. So Heinekens solution here was to universalise the main message and decentralise the way it is portrayed.
In the Caribbean Heineken tried the opposite way of reconciliation. One major campaign was launched in which Heineken was brought as a beer that cosmopolitans drank. One shot showed people in Paris, the other ones in London, Tokyo and New York. But it ended with a short recognisable shot on the local island where it was marketed. Here the way the product was portrayed wa英语论文网 【http://www.51lunwen.org】s universalised while the local shot localised the message.
McDonalds in the USA is another example. After some years of significant losses in the USA, a new approach was launched. Because of the crisis in Asia, Indonesian outlets were allowed to replace expensive potatoes by rice. In Europe, major cities were launching local variations on the known theme of McDonalds, the McFlurrie in Vienna, several dressings in France and the McKroket in Amsterdam, the Vegiburger in the Middle East. These local variations have now been re-imported in the US with great success. Another success story of globalising best local practices.
Accommodating difference rather than ignoring it
International marketing will be more successful when it strives to ride the waves of intercultural differences rather than ignoring or fighting them. Almost all our problems, and their solutions, are recognisable all over the world. International marketers are in the middle of these dilemmas and the first step is recognising what these differences are.
APPENDIX: WHERE DOES LOYALTY LIE?
In a ten-year contract between a Canadian ball bearing producer and an Arabic machine manufacturer, a minimum annual quantity of ball bearings was agreed upon. After about six years the orders from the Middle East stopped coming in. The Canadians first reaction was This is illegal.
A visit to the customer only increased their confusion. The contract had apparently been cancelled unilaterally by the Arabs because
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