analizing the culturel differences

8/6/2019 Analizing the Culturel Differences

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ANALYZING THE CULTURALDIFFERENCES IN ENTERING THE

INTERNATIONAL MARKETING

13/08/2995 Flaka VOCA

13/07/2604 Sezen Nur AHN13/07/2638 Sakine COAR13/07/2613 Ece SADIÇ



CULTURE

Culture is that complex whole which includes knowledge, beliefs, art, law,

custom, and any other capabilities and habits acquired by man as a

member of the society. (Edward Tylor )



ELEMENTS OF CULTURE

� Language

� Symblos

� Aesthetic

± Brand name ± Color

± Design

± Music

� Dietary preferences� Religion

� Ethics



Language

Languages shape the way people perceive the world and it also provides help to define culture of any society.

Organises the way in which members of a society think and

communicate about the world. It structures perception, imagination

and speech.



SymbolsSymbols occur in different forms: verbal or nonverbal, written or unwritten.

They can be anything that conveys a meaning, such as words on the page,

drawings, pictures, and gestures. Clothing,homes,cars and other consumer

items are symbols that imply a certain level of social status.

S1



Slide 5

S1 Sakine, 5/19/2011



Aethstetic

� Aesthetics refer to the ideas in a culture concerning beauty andgood taste as expressed in the arts -music, art, drama anddancing and the particular appreciation of colour and form.



Brand Name



ColorThe significance of different colors can vary from culture to culture. In the

United States, for instance, we use colors to identify emotional reactions.Black signifies mourning in western countries, whereas white is often the

color of mourning in eastern nations. Green is popular in muslim countrieswhile red and black are negative in several african countries. Certain colors

have particular meanings of religous, patriotic or aesthetic reasons. Themarketer needs to know the significance of colors in a culture in planning

products, packages and advertising. Advertising especially must besensitive.



Design

In the design of its plant, product or package, the firm should

be sensitive to local aesthetic preferences. This may run

counter to the firm¶s desire for international uniformity, but

the firm at least must be aware of the positive and negative of

its aspects of its designs.



Music

There are also cultural differences in music. An understanding of these

differences is critical in creating advertising messages that use music. The music

of nonliterate cultures is generally functional or has significance in the people¶s

daily lives, whereas the music of literate cultures tend to be separate from the

people¶s other concerns.



Dietary preferences

People from different cultural backgrounds eat different foods. The ingredients,methods of preparation, preservation techniques, and types of food eaten at

different meals vary among cultures. The areas in which families live influence

food likes and dislikes. These food preferences result in patterns of food

choices within a cultural or regional group.



Religion

� R eligion provides the best insight into a

society's behaviour and helps answer the

question why people behave rather than how

they behave.



Ethics

� The concept of what is right wrong is based on culture. To be straight-

forward and openly honest are considered morally right in the United

States, even if feelings are hurt. In Latin cultures, however, people avoid

direct statements that would embarrass or make another uncomfortable.

Thus even if a Latin businessman does not mean to do business, he wouldappear to participate, only later to excuse himself from the transaction

process.



LANGUAGE

� Mc Donalds has a slogan that means same

in all of countries but in different

languages.That is called that µI¶m loving it¶..



LANGUAGE

� The brand is known informally as

� µMickey D¶s¶ (in US and Canada),Macky D¶s(in UK and

Ireland),MacDon¶s(in Canada),Makkari(in Finland),McDo(in

France,the Phillippines,Kansai region in Japan),Macarrannis(in

Mexico),McD¶s (in New Zealand),Donken(in Sweden),De Mac(in theNetherlands) ,Mek (in Serbia)



Aesthetic-Brand Name

Mc Donalds takes its name from itsfounder,Dick and Mac McDonald¶s, special

name,which doesn't mean any negativeword in other languages, so can be a

successfull global name. Also, it is easy to

learn and keep in mind, which is one of themost important feature , a brand nameshould have.



Aesthetic-Color

� The company has been mostly using red andyellow colour on logo and at the restaurants. The

meaning of red colour is ³heat, danger, desire,entice, excited". The colour makes you attack,breathe faster and eat faster. Also colour of yellowwhich is a warm color like red, has the effect of

appetizing.It is hot,exciting mix of red and yellow.� For sure, they are great colours to take attention

and make people notice it and buy it.



Aesthetic-Music

� Music is also a factor which can change

according to cultures. The cultures canenjoy with different melodies, dances and

songs. Mc Donalds gives also enough

importance to the music factor and used

different melodies in commercials in

different cultures.



Aesthetic-Design

� Mc Donalds is also using the design factor

according to different cultures.In Mc Donald¶s¶

restaurants,the ambiance and the environment

changes by different countries and regions.

IN UK IN AUSTRALIA IN FRANCE IN INDIA



Dietary preferences

� Mc Donalds have different menus for

different countries.For instance,There areµMc Turko and ayran only in Turkey and

also µGreek Mac¶ in Greece.



Religion

� Mc Donalds has always respected to their

customers religions and even mentionsometimes in its advertisements. For

instance , in Muslim countries they make all

menus without pork.



Ethics

� Mc Donalds have many negative criticisms ethically

especially in USA about their products,also were boycotted

in many places. However,Mc Donalds provide reliableservices in Turkey.Because Mc D working with Pnar ,the

brand which is reliable and well-known in Turkey .This is

not create a problem ethically in Turkey¶s market.



Entry Modes In International

Market

Exporting

Licensing

Contract Manufactering

Joint Venture

Wholly Owned Subsidiaries



Exporting� Direct

± Sales R epresentatives

± Importing Distributers

� Indirect

± Export Trading Companies (ETC) ± Export Management Companies (EMC)

± Export Merchant

± Confirming Houses

± Nonconforming Purchasing Agents



Licensing

� Where your own organization charges a fee

and/or royalty for the use of its technology,

brand and/or expertise.



Contract Manufactering

� A manufacturer that contracts with a firm

for components or products

� Form of outsourcing



Franchising

Franchising involves the

organization (franchiser)

providing branding,

concepts, expertise, and infact most facets that are

needed to operate in an

overseas market, to thefranchisee. Management

tends to be controlled by

the franchiser.



Joint venture

� A joint venture is a business agreement in which

parties agree to develop, for a finite time, a new

entity and new assets by contributing equity.

� They exercise control over the enterprise andconsequently share revenues, expenses and

assets.



Wholly Owned Subsidiaries

� Greenfield investment

± the investment in a manufacturing, office, or other physical company-related structure or group of

structures in an area where no previous facilitiesexist.

� Acquisition

± the corporate action in which a

company buys most, of the target company'sownership stakes in order to assume control of thetarget firm.



�Franchising

�³Think global, act local´



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