Podcast
Questions and Answers
Which of the following statements is true about personal selling in different cultures?
Which of the following statements is true about personal selling in different cultures?
Infomercials were initially developed in China for promoting household products.
Infomercials were initially developed in China for promoting household products.
False
What is a common expectation regarding the duration of establishing a business partnership in Japan?
What is a common expectation regarding the duration of establishing a business partnership in Japan?
three or more years
In countries with lower wages, such as ______, large sales forces can be employed for door-to-door selling.
In countries with lower wages, such as ______, large sales forces can be employed for door-to-door selling.
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Match the following promotional strategies with their characteristics:
Match the following promotional strategies with their characteristics:
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What do multinational companies like Coca-Cola and McDonald’s use for their global marketing campaigns?
What do multinational companies like Coca-Cola and McDonald’s use for their global marketing campaigns?
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Most global brands use the same advertising strategies in every country.
Most global brands use the same advertising strategies in every country.
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What is the term for the belief that consumers are similar worldwide due to a global consumer culture?
What is the term for the belief that consumers are similar worldwide due to a global consumer culture?
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Coca-Cola and McDonald’s have successfully used English-based slogans along with __________ in some countries.
Coca-Cola and McDonald’s have successfully used English-based slogans along with __________ in some countries.
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What do researchers in the localization camp believe about advertising?
What do researchers in the localization camp believe about advertising?
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Match the advertising approach with its corresponding characteristic:
Match the advertising approach with its corresponding characteristic:
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A rational approach in marketing relies on emotion to persuade consumers.
A rational approach in marketing relies on emotion to persuade consumers.
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What is a potential downside of failing to adapt advertising strategies to local cultures?
What is a potential downside of failing to adapt advertising strategies to local cultures?
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Which country is noted for having the strongest rational appeals in advertisements?
Which country is noted for having the strongest rational appeals in advertisements?
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Emotional approaches in marketing only involve using humor.
Emotional approaches in marketing only involve using humor.
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What is public relations primarily responsible for in a marketing context?
What is public relations primarily responsible for in a marketing context?
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In countries with high illiteracy rates, such as India, marketing messages are often conveyed through ____.
In countries with high illiteracy rates, such as India, marketing messages are often conveyed through ____.
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Match the countries with their primary media for advertising:
Match the countries with their primary media for advertising:
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In which country are consumers noted to have a fear of embarrassment when using coupons?
In which country are consumers noted to have a fear of embarrassment when using coupons?
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Coupons are legal in Germany for both food and non-food items.
Coupons are legal in Germany for both food and non-food items.
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What type of marketing communication may be especially useful in countries with strict advertising restrictions?
What type of marketing communication may be especially useful in countries with strict advertising restrictions?
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America has a minimum ___-month redemption period required for coupon use.
America has a minimum ___-month redemption period required for coupon use.
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Match the following regions with their approach to emotional and rational appeals:
Match the following regions with their approach to emotional and rational appeals:
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What is a common limitation of television advertising in parts of Europe?
What is a common limitation of television advertising in parts of Europe?
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The use of text-based advertising is widely adopted in less developed countries.
The use of text-based advertising is widely adopted in less developed countries.
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What is one alternative method for conveying marketing messages in regions with high illiteracy?
What is one alternative method for conveying marketing messages in regions with high illiteracy?
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Study Notes
Global Marketing Communication Strategies
- Multinational companies like Coca-Cola and McDonald's often use uniform marketing across the globe (e.g., same slogans, images).
- This standardizes brand image and creates economies of scale.
- Success depends on shared global consumer culture.
- Most companies adapt their strategies by using local celebrities and slogans (e.g., local language translations).
Standardization vs. Localization
- Standardization (one world, one voice): Assumes global consumers are similarly persuaded by the same message.
- Localization: Believes consumers differ significantly by country and prefer tailored advertising.
- Localization reduces blunders from cultural misunderstandings.
- Adaptation can include a pan-regional concept with adaptable modules for local use.
Thinking vs. Feeling in Marketing
- Cultural differences influence preference for emotional or rational appeals.
- "Thinking" (rational) campaigns use logic and consumer needs for information.
- "Feeling" (emotional) campaigns use emotions (e.g., humor) and appeal to consumer feelings.
- National differences exist in receptiveness to rational vs. emotional appeals.
Effectiveness of Rational/Emotional Appeal by Country
- Research (Albers-Miller & Stafford, 1999), analyzed advertising in the US, Taiwan, Mexico, and Brazil.
- US ads were more rational (quantitatively more content).
- Taiwan ads were more emotional for services, but not for goods, showcasing national cultural variations.
Communication Media
- Consumers have access to print (newspapers, magazines) and electronic (TV, radio, internet) media in most countries.
- Outdoor, transit, and direct mail are also used.
- Media decisions consider local regulations and media consumption patterns (tv high in US & Japan, newspapers in Germany).
- Media use in less developed countries (e.g., India) may vary significantly (visual or oral messaging).
Public Relations (PR)
- PR gauges, creates, and evaluates public opinion toward companies and their products.
- PR fosters goodwill and understanding across constituencies.
- PR generates positive publicity.
Promotional Strategies
- Promotional methods include sales promotions (coupons), personal selling, sponsorships, direct marketing, and infomercials.
- Coupon use varies globally due to regulations.
- Coupons can be illegal in some countries, while "saving face" concerns hinder usage in Asian markets.
- Personal selling can be crucial for product comparisons in countries restricting advertising.
- Cost-effectiveness allows extensive sales forces in countries with lower wages.
- Negotiation styles should adapt to cultural norms (persistence can be rude).
- Infomercials are a US-originated strategy (30-min programs), used in China.
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Description
This quiz explores the strategies used in global marketing communication, focusing on the debate between standardization and localization. It examines how multinational companies adapt their marketing messages to cater to diverse cultural preferences, analyzing the impact of emotional versus rational appeals in various markets.
