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Essay / Research Paper Abstract
This 4-page paper discusses issues in global marketing communications such as language and culture. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: AS43_MTglmkgcom.doc
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Unformatted sample text from the term paper:
listed below. Citation styles constantly change, and these examples may not contain the most recent updates. GLOBAL MARKETING COMMUNICATIONS Research Compiled for The
Paper Store, Inc. by 10/2010 Please At one
time, marketing communications experts believed that the only thing that needed changing when moving marketing communications strategies from domestic to international markets was a different language. However, stories abound about
products that didnt succeed in other countries because of this tactic. David Ricks (1999) points out that blunders come about in marketing communications not only because of faulty translations, but
because of cultural misunderstanding as well. He has a point - not everything can be translated directly. There is a story that PepsiCos late 20th century campaign of "Come alive!
Youre in the Pepsi Generation!" was directly translated to the Chinese, with the meaning distorted to "Pepsi brings your ancestors back from the dead." Though there are still some questions
as to whether this particular situation is an urban legend, the business literature is rife with examples of what happens when companies dont take the time to understand the markets
in which theyre advertising. Toyota Motor Corp. made a huge blunder when selling its "Prado" Land Crusier in China during 2004 (Fegru and
Shooshtari, 2006). One print ad showed a Prado being saluted by a stone lion raising its front right paw, while another bowed, with the headline reading "Ba dao, the Prado,
you cannot but respect" (Fegru and Shooshtari, 2006). The other print ad showed a Toyota SUV towing a truck by an iron chain through rough terrain - but the truck
...