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The Importance Of Cross-Cultural Marketing

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Cross-cultural Marketing When Gerber, the popular baby food brand by Nestle first started selling their baby food in Africa, they used the same packaging as in the USA with the cute baby on the label. However later they found out that in Africa companies routinely put pictures on the label of what is inside the package, since most people cannot read. Similarly, Pepsi expanded their market to China, with the slogan, "Pepsi brings you back to life", without even realizing that it translated to “Pepsi brings your ancestors back from the grave”. Brand blunders like this often result from lack of research of cultural nuances of a new market. This just points out the rationale behind carefully analyzing cultural values underpinning a society and highlights the importance of cross-cultural marketing. Decoding “Cross-culture” Marketing …show more content…

Cross-cultural marketing demands marketers to be conscious of and delicate to the cultural dissimilarities; to respect the right to culture by the consumers in various cultures and marketplaces, marketers should understand that they deserved the right to their cultures. If the marketers want to be the conquerors in cross-cultural marketing they must create the marketing mix that meets the consumer's values on a right to their culture. It involves knowing that people all over the world have different

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