CULTURAL DIFFERENCES.ppt
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CULTURAL DIFFERENCES.ppt

CULTURALDIFFERENCES.ppt

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ASHISHNAVINSHRUTICULTURE:AffectseverythingwedoImpactseveryaspectofsocietyInfluencesinternationaladvertisingstrategyImportantenvironmentalfactorCULTURALVALUES:GoverningideasandguidingprinciplesImportantvariablesinadvertisingresearchCrucialinunderstandingdifferentculturalvaluesCriticalforunderstandingcross-culturalmarketingprocessStudyofcross-culturaladvertisinghasbecomeasubjectofincreasingimportancebecauseofseveralimportantdevelopments:Economic-interdependenceduetointernationaltradeRevitalizationofGlobalMarketDebateaboutglobalization“CulturalImperialism”“THINKGLOBALLY,ACTLOCALLY”READINGSTRATEGYDECODINGCULTURALCUESVIEWERANDTARGETGROUPSTATUS:DistinctiveViewersDistinctiveTargetMarketSTATUSANDPOWER:Power,StatusandNormsPowerandCueDecodingSTIGMA1)McDonald’sMcDonald’sStrangeMenuAroundtheWorldSoyouthinkyouknowtheMcDonald’smenulikethebackofyourhand?Thinkagain.FromMcDonald’sinternational,herearesomemenuitemsyouhaveprobablynevertriedbefore:INDIAGERMANYNORWAYCANADAGREECEISRAELURUGUAYNineMcDonald'sProductsThatActuallyFlopped2)Kellogg'sCornFlakesOverview:KelloggwasthewhollyownedIndiansubsidiaryoftheKelloggcompanybasedinBattleCreek,MichiganintheUnitedStates.Foundedin1906,hadmanufacturingfacilitiesin19countriesandmarketeditsproductsinmorethan160countries.Inthe1990’stherewasthedesirebyKellogg’stoexpand.StagnatingsalesintheU.Sstrengthenedthisneed.Setupits30thmanufacturingfacilityinIndiawithatotalinvestmentof$30million.LaunchedinSeptember,1994,Kellogg’sinitialofferingsinIndiaincludedcorn-flakes,wheat-flakesandBasmatiriceflakes.Despiteofferinggoodqualityproductsandbeingsupportedbythetechnical,managerialandfinancialresourcesofitsparent,Kellogg'sproductsfailedintheIndianmarket.Kellogg’sknewitwillbedifficulttogetIndiancustomerstoacceptitsproductshenceitreliedheavilyonthequalityofitscrispyflakes.Indianslikedtoboiltheirmilkandconsumeitwarmorlukewarm,theyalsoliketoaddsugartotheirmilk.Thericeandwheatversionsdidnotdowellbecausesugarcou