Financial management and corporate strategy tools
Cultures and marketing (Professor)
think all of you will find this web site to be of interest. It will be especially of interest to those working in international or multicultural environments. The site contains some excellent research on understanding cultures. I have also posted a highlight of the research from another site.http://geerthofstede.com/cultu
Some high-level points about this research.
http://www.valuebasedmanagemen
#5 Vending Machine – Unusual Products? (Professor)
Anyone remember this? The vending machines for cigarettes seemed to be everywhere!
Of course, vending machines are prominent for selling items, and the machines are much more sophisticated.
Carmen posted on this topic last week, and I thought it would be good to continue the conversation.
What is the most unusual item you have seen sold in a vending machine?
#6 Global Consumer (Student)
Multicultural marketing is a difficult thing. When you are selling products here in the US you know what people like for the most part, and the culture here. When selling the same item somewhere else as in a different country, things can be a little bit different than they are here. It is a smart idea to know your target customer, what are their customs, what does the name you use in the US mean in the different country. Sometimes the name alone can be something offensive or counterproductive to what you are trying to achieve.
For example, there was a car many years ago called the Nova. Here in the United States, it was a fine name, but the same car sold in the Spanish market was not a good thing. In Spanish the word “Nova” or “No va” means it does not go, so for someone to purchase a “Nova” in a Spanish speaking country would not be a good name for a car. Apparently, someone did not do their homework when marketing this car in Latin countries.
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