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Cultural differences play an important role in marketing a product or service internationally, and for a business campaign to be successful, they should be taken into account. In this paper, the most crucial aspects of cultures will be discussed. The illustrative examples of promoting products internationally will also be provided.
The first factor that should be understood by multinational companies before marketing a product in a foreign country is the language. It is considered to be one of the most evident cultural differences, and it can lead to grave mistakes. The first failure that comes to mind is the promotion of a car under the brand name “Nova” in South America. Everything seems to be in order with this name, but not for local people as, in their language, it means “it will not go.” Thus, this case shows that it is of paramount importance to provide a correct translation that will regard a certain language’s specific features.
Another essential factor that should be considered is the eating habits of a region. It is particularly relevant for food selling companies as they should not disregard the tastes and preferences of culture when marketing their menu. For example, McDonald’s includes various dishes on its menu, depending on the country’s eating preferences.
In France, it is different types of pastry, such as croissants, apple pies, and macaroons; in Spain, one can order a traditional Spanish soup – gazpacho. This marketing approach appears to be successful as it corresponds with the local culture component and, at the same time, does not alter the global brand’s core principals.
In conclusion, the success of marketing the product internationally lies in balancing global and local components. It is essential to respect the culture of a specific country when selling the product or service there. The violation of this rule leads to serious mistakes in international marketing. As there are examples of such failures, it is also important to analyze and consider them when planning a new business project.
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