Marketing strategyunder cultural difference

Culture Difference and Its Features

• Culture can be define as the coherent, learned, shared view of a group of people about life’s concerns that ranks what is important, furnishes attitudes about what things are appropriate, and dictates behavior.

values

patterns of thingking

aesthetic

customs

Time Across Cultures

Time is money.Time is free.

Three Types of Market

Target market is relatively conservative

Target market is highly-opened in culture

Target market is completely different from the home culture

The influence of culture difference of the product

strategy

• Generally， the product itself is same to

• the customers. but under the different culture, the product would bring some physical and psychological characteristics to the customers, and that would influence the satisfaction.

• The other important aspect of strategy is the establishment of brand,a good brand has a durable strength,it could help the customers to judge whether it is trustable or not.

• The effect of the output countries is also one of the consists of strategy.The style, figure, brand, and the effect all over the country.

• customers have a clear thought to the particular prouucts.For instance, the France perfume,the

• scotland Whisky.

• In France, because "diet"reflects that restricted because physically bad .so the coca-cola company change the name of "diet coke" to the "cokelight"

• That is to say ,we have to adjust the strategy to the different culture in different country.

Nescafe has always emphasized on meeting with the chinese taste ,producing the good quality.The slogan:味道好极了。 has caught all our chinese's heart.

The comparison of marketing strategy in China and America

The influence of different culture to product strategy

The influence of different culture to promotion strategy

The influence of different culture to price fixing

The influence of different culture to product strategy

The Nestle

The influence of different culture to promotion strategy

Compared to other elements, sales promotion is deeply influenced by the culture differences in international marketing. The key of the success is whether the products is suit for the local situation.

Advertising is the most widely used promotional tools.

Example:

Pepsi adverting in American

Pepsi adverting in

China

Advertising is the most widely used promotional tools.

Example:

Pepsi adverting in American

Pepsi adverting in

China

The influence of different culture to price fixing strategy

Culture influence to the strategy of price fixing

Price is related to the value of product. Different prices of the same product can be accepted due to the different culture and recognized value. Also because of

this reason, there is an obvious distinguishment of the habit of price

fixing and the way to think.Taking price of labor force and books as

examples.

时寒冰：“中国的物价比美国高很多，唯独知识类的（比如图书）比美国便宜很多。在美国，两类价格明显高于中国：一种是知识类的，激励知识生产，鼓励创新；一种是劳动力类的，以照顾低收入者，使他们通过劳动可以轻易获得满足生活所需的收入。这种收入分配结构既有利于社会发展，又有利于

社会平衡。而中国恰是这两类最廉价。”

WHY?WHY?

包邮哦亲~~~~~~

TO SUM UP,

The standardization and localization strategy purely

used in intercultural marketing is based on the different

acknowledgement on cultural difference.

LOCALIZATION STRATEGY

• Different Target Market

Different culture

Different way of consuming

STANDARDIZATION STRATEGY

Separate the target market

Same Demanding

Different Cultural

Thank you