4.3.3 Cultural/social factors Flashcards
factors included with cultural factors
cultural differences different tastes language unintended meanings inappropriate/inaccurate translations inappropriate branding and promotion
describe cultural differences
Cultural differences occur because different types of people have different lifestyles, customs and values. Therefore, their perception of situations is different.
Language, behaviour and gestures are interpreted differently. This means that businesses must employ people that have an awareness of the cultures of the markets in which they are operating.
This becomes more complex when dealing with a variety of cultures at the same time e.g. often seen in cosmopolitan centres such as London.
Understanding other people’s behaviour, whilst being able to put forward ones own views in a respectful way, are clearly important.
describe different tastes
As part of these cultural differences it is apparent that people have different tastes. Taste is subjective and is dependent on the individual. However, upbringing and the environment in which one lives have had a significant impact on this.
This means that businesses can use their understanding of culture to help market their products. Promoting products based on ethnicity, for example, will ensure that a marketing budget is more likely to be spent effectively.
Again, having self-awareness and an understanding of where other people are coming from, ensures that the business is likely to be more successful.
describe language
Language barriers can cause significant issues when doing business. Often, English is seen as the business language and it is clear that many business people are happy to negotiate using English.
However, with vast new markets, such as the BRICS countries, having opened up in the past two decades, being able to market products in other languages effectively is increasingly important.
It looks unprofessional and can compromise a deal if the marketing of a product is let down by poor language. A poor letter of application might mean not getting an interview. In the same way, poor advertising based on language can lose customers.
describe unintended meaning
Unintended meanings occur when the message being portrayed by the business is taken to mean something else by the potential market.
Often this is based on factors such as gestures and hidden connotations.
Without appropriate insight into different cultures and societies this can cause significant problems for a business, even destroying its reputation.
This means that the business would have to redress the situation by increasing the marketing budget to restore its brand image.
describe Inappropriate and inaccurate translations
Inappropriate and inaccurate translations occur when the language being used to promote a product is not converted accurately.
This can cause significant embarrassment for a business and will impact on the brand name in the short term.
There are numerous examples of businesses advertising their products through offensive terminology as the business hasn’t undertaken adequate research.
In a similar vein, an inaccurate translation, maybe only changing a single letter, can lead to the business having to quickly remedy an awkward situation.
describe Inappropriate branding and promotion
Inappropriate branding and promotion occur when a business has not thought through the consequences of a marketing campaign, using unsuitable messages aimed at the target audience.
This can be very upsetting for some members of the society being targeted and can lead to numerous complaints and even campaigns leading to a backlash against the business.
Once again, reputation suffers and the business will have to redress the situation by apologising and rebranding the product.
