Crossing Borders: Cultural Differences in Marketing

So you have got your products or services settled in the domestic market and plan to venture into international market place.

Would you use the same marketing mix (product, price, place, & promotion) and strategies that you have developed for the domestic market and apply them to the global market?

The answer should be a resounding no.

When attempting to create a presence in international markets, it is vital to be aware of others' cultural sensitivities and develop marketing campaigns that are in line with the cultural norms of the target international markets. Local market knowledge will undoubtedly come in handy when competing with local companies armed with a vast array of information on the markets and customers.

Cultures are not static and they typically evolve over time. Global marketers must understand the target country's existing and emerging cultures, customs, and needs in order to devise marketing strategies that are tailor-made for that specific market. Failure to do exactly that results in a series of embarrassing marketing blunders. 





For example, did you know that the name of the baby food company Gerber means vomiting in French?