Tuesday 16 June 2009

Marketing and Culture

Some companies have started to market their products inside many countries; however, marketing needs to take into account the local culture of the countries in which they tend to market. Products must not contain any kind of materials which may be forbidden in the local culture. For example, when companies want to market food products to Islamic countries, food products must not contain alcohol or any part of a pig. Moreover, advertisements and brands which are used to market these products should not contain any messages or images which can be misunderstood or cause offence in the local culture. For instance, a company caused a lot of anger among the Islamic population when it made a commercial on TV to market a product, because it used an inappropriate message which was considered as offensive to the local culture. In summary, companies must consider the local culture when they want to market products.

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