Page 54 - International Marketing

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56 International Marketing BRILLIANT'S

Even when people of different cultures use the same basic product, the
mode of consumptions, condition of use, purpose of use or the perceptions
of the product attributes may vary so much so that the product attributes,
method of presentation, positioning or method of promoting the product
may have to be varied to suit the characteristics of different markets. Social
inertia and associated factors come in the way of the promotion of certain
products, services or ideas. We come across such social stigmas in the
marketing of a family planning ideas, use of biogas for cooking, etc. In such
circumstances, the success of marketing depends to a very large extent on
the success in changing social attitudes or value systems.
Initially, Coca-Cola had enormous problems in China as Coca-Cola
sounded like “kooke kould” which translates into “A thirsty mouthful of
candle wax”. They managed to find a new pronunciation ‘kee kou keele’
which means joyful tastes and happiness.
To operate effectively in different countries, it also requires recognition
of differences in the different region. Derwent Valley were highly successful
in the UK but met huge problems facing the cultural complexities of the
continental European market which they were totally unprepared for.
On the other hand, there are visible trends that social and cultural
differences are becoming less of a barrier. This has led to the emergence
of a number of world brands such as -Microsoft, Intel, Coca-Cola,
McDonald's, Nike, General Motors, etc., all competing in global markets.
The growth and movement in population around the world are important
factors responsible for social changes. The world population is growing
dramatically, the growth patterns are not consistent around the world.

Customer's
Culture

Life-Style Behaviour Pattern

Actions in
Market Place

Impact on Firm's
Marketing Decisions

Fig.: Impact of Culture on Marketing Decisions