Cultural & Social Factors (Edexcel A Level Business)

Revision Note

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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