This paper discusses cultural and language barriers within the area of marketing.
Written in 2009; 1,089 words; 4 sources; APA; $ 37.95
Paper Summary:
In this article, the writer notes that social networking through such sites as MySpace and Facebook has become a popular and spreading interest in the United States. Such online contexts for community and group orientation and networking have originated in the U.S. and have generated remarkable success and innovative application there. The writer looks at how language barriers and cultural differences affect marketing efforts in different countries. The writer discusses that China is a market context where challenges are specific and dominant due both to the dramatic distinction between the Chinese language and Romantic or Latin-based tongues and due to China's isolated and distinctly defined cultural nature. The writer then discusses an approach to introducing a product like the iPod to Egypt, a country that is somewhat modernized but still characterized by many of the cultural distinctions of its region.
From the Paper:
"In both of these, we consider that there is a real and difficult obstruction for organizations seeking to establish a meaningful identity.
"In consideration of the example of Foster's beer, for one, we are given a narrative detailing a long and difficult process by which the Australian beer distributor was eventually able to penetrate the market. For Foster's, one of the biggest problems was its prior strategic dependence on its name and Australian identity, which are easily and charmingly conveyed in advertisement in America. In a non-English speaking market, this is a harder association to draw. "
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