4.3.3 Cultural And Social Factors

Question 1

What social and cultural factors do businesses need to consider?

Answer 1

- cultural differences
- different tastes
- language
- unintended meanings
- inaccurate translations
- inappropriate branding/promotion

Question 2

What’s the difference between social and cultural factors?

Answer 2

Cultural factors - includes beliefs, moral values, traditions

Social factors - includes lifestyle, religion, education, family structure

Question 3

What might businesses use market research for?

Answer 3

To assess how the local cultural and social norms in a country may affect their marketing strategy

Question 4

Adapt the 4Ps to suit cultural and social differences

Answer 4

Product - food companies may change their ingredients to suit different tastes
Promotion - use correct language for each country
Price - negotiate prices to suit the income per country
Place - some goods may have to be distributed to specialist stores

Question 5

How can language cause problems when marketing abroad?

Answer 5

- Increases costs as they need to hire translators.
- Using the firm’s domestic language overseas could be offensive as it gives the impression that its not worth translating.
- Inaccurate translations could lead to a wrong message being given.
- Some gestures could be offensive in other countries.