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Essay / Research Paper Abstract
This 10-page paper focuses on marketing efforts to Spanish-speaking countries such as Spain, Latin America and Central America. Also included in this paper are some common misconceptions that U.S. firms have when targeting these nations. Bibliography lists 8 source.
Page Count:
10 pages (~225 words per page)
File: D0_MThiscon.rtf
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Unformatted sample text from the term paper:
U.S. companies are flocking overseas in order to take advantage of potentially new and lucrative markets in which to sell their products or services. But the problem comes with the
advertising. Case studies abound in such mistakes - McDonald Corp.s attempt, for example, to market its "Big Mac" in France, without realizing that
"Big Mac" means "big breasts" when translated into French. Then there was the Pepsi "Come Alive" campaign during the 1980s. When exported to China, the literal translation of "Pepsi Comes
Alive" into Chinese was "Pepsi brings back your relatives from the dead." These are just a few of the amusing cases of the message gone awry.
Yet despite these cases, U.S. marketers still refuse to take the extra step necessary to market their products properly within different countries. This is especially true among
Spanish-speaking countries such as Spain, South America and Latin America. U.S. businesses tend to believe that, as long as they have a successful "Hispanic" plan in place to target U.S.
Hispanics, that same campaign will translate nicely overseas. Or worse, these same companies believe that ads can be translated from English to Spanish and work within these countries. Although there
is much to be said about this from the cost-saving nature, such strategies simply do not take into account the cultural nuances or language differences between the countries.
In this paper, well examine the ways in which U.S. companies literally have a blind spot when it comes to marketing to these Spanish-speaking nations
- and when possible, will determine recommendations on what would need to be done to combat the problems inherent with such attitudes. As
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