Cultural & Social Factors (Edexcel A Level Business)

Revision Note

Jennifer Aryiku

Written by: Jennifer Aryiku

Reviewed by: Steve Vorster

Factors to Consider in Global Marketing

  • Global businesses must consider various cultural and social factors to effectively market their products/services in different countries and regions

Flowchart with "Considerations for Businesses" at the centre, linked to factors: cultural differences, unintended meanings, translations, branding, tastes, language.

Cultural and social factors to consider in global markets 

  • By understanding cultural differences, adapting to local tastes, using accurate translations, and avoiding inappropriate branding and promotion, businesses can build strong relationships with their global customers and achieve long-term success

An Explanation of the Cultural and Social Factors 

Factor 

Explanation 

Cultural differences 

  • Businesses must be aware of how businesses and customers interact in new global markets

  • Businesses need to understand cultural differences in areas such as values, beliefs, customs, and traditions and adapt their marketing strategies accordingly

Different tastes 

  • Tastes and preferences vary greatly between cultures and regions

  • Businesses must ensure that their products and services are adapted to meet local preferences

Language 

  • Businesses must ensure that their marketing messages are translated accurately and appropriately

  • This involves understanding language nuances and idioms

    • E.g. When KFC entered the Chinese market, it translated its slogan "Finger-Lickin' Good" into Chinese as "Eat Your Fingers Off", which had negative connotations in the Chinese culture

Unintended meanings

 

  • Unintended meanings can arise when businesses use images, symbols, or language that have different connotations in different cultures

    • E.g. the colour white symbolises purity and innocence in Western cultures, but it represents death and mourning in some Asian cultures

Inappropriate or inaccurate translations 


  • Inappropriate or inaccurate translations can lead to serious consequences for businesses, including loss of credibility, legal implications, and damage to brand reputation  

  • Businesses must use professional translation services and consult with local experts to ensure that their messages are accurately translated and culturally appropriate

Inappropriate branding or promotion

 

  • Inappropriate branding and promotion can occur when businesses use images, symbols, or language that are offensive or inappropriate in different cultures

    • E.g. In 2018, A Dolce & Gabbana advert showed a Chinese model attempting and failing to eat various Italian dishes with chopsticks. People were outraged over the depiction of Chinese people as lacking refinement and an understanding of culture

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Jennifer Aryiku

Author: Jennifer Aryiku

Expertise: Economics Content Creator

Jennifer has completed a degree in Economics at City University London and a PGCE in Business and Economics Education from the Institute of Education, UCL. She is passionate about young people and helping in their education. She has over 10 years experience which includes working as an Academic Mentor and Head of Economics & Financial Education. Jennifer has also co-written an Economics workbook and is an examiner for UK exam boards.

Steve Vorster

Author: Steve Vorster

Expertise: Economics & Business Subject Lead

Steve has taught A Level, GCSE, IGCSE Business and Economics - as well as IBDP Economics and Business Management. He is an IBDP Examiner and IGCSE textbook author. His students regularly achieve 90-100% in their final exams. Steve has been the Assistant Head of Sixth Form for a school in Devon, and Head of Economics at the world's largest International school in Singapore. He loves to create resources which speed up student learning and are easily accessible by all.