Term Paper on "Global Marketing"

Term Paper 4 pages (1322 words) Sources: 10

[EXCERPT] . . . .

Global Marketing - How Western and Asian Cultural and Marketing Values Differ

Marketing products in Asia is not different from marketing products in the West because the languages of the two different regions are different. In fact, in many Asian countries like Japan, advertisements use English words to catch the eyes of Asian customers, even if the words do not make much sense in English! The West still seems exotic to Asia in many ways, and using American products is seen to show affluence, so advertisements in Asia do use Western images and language. It is easy to look at these ads and to think things are the same between the two different cultures. But there is a difference in the attitude of the advertisements.

Japanese culture, for example, tends to emphasize group harmony more than America. When marketing to Japan, it would be ineffective for a car advertiser to show someone who is rugged and alone, driving in a car across an open, lonely road. A more effective advertisement would show how the car made the driver more connected to his or her friends. Instead of seeking out products that make the user seem different than other people, Japanese advertising stresses how the product creates connections with friends. Also, people in Japan do not want to be left out of trends. There is great importance in not standing out and showing community spirit. Buying something because everyone else is purchasing the product is not necessarily seen as a bad thing.

Much attention has been given to the rigor of the Japanese education system and workplace, both of which have certainly contributed to the country's economic and technological growth" (Bestore & Hardcore 2004). Throughout Asia, the importance of education is stressed in many advertisements. Instead of showing its technological innovation as it did in its advertisements targeted towards Westerners, one recent Samsung advertising campaign stressed the cultural value of family and education. In one television advertisement: "There are two clay-animated characters, a father and a daughter, talking on the mobile phone. What the daughter has said quoted directly as, 'Father, I had 100% mark today! Come home early'" (Yoon 2003). They do not talk about the quality of the phone at all.

Asian cultures value youth and show aging differently than the West. "Nowhere in the world is popular culture more influential than in Japan. From Hello Kitty and Pokemon to anime (animation) and manga (comics), the culture of youth dominates Japanese media" (Bestore & Hardcore 2004). Although the West is also youth-driven, in Japan, the culture of cuteness is especially important when marketing to girls and young women. However, family values are also very important. "Although Japanese family roles have changed considerably in the 20th century, aspects of the traditional ie, or 'continuing family,' still remain. The Japanese have a saying that even if an extended family does not live together, parents and grandparents should live near enough to carry over a bowl of hot soup.

This is also true in Korea. One Korean ad copy for shoes stressed the responsibility of children to care for their parents, not the child's desire to be free or to have help in caring for older parents. It read: "Parents made [us] to stand on our two feet. Repay their love with healthy feet" (Yoon 2002). When marketing to older people in Asia, particularly societies where great poverty was common in the past, giving to others is stressed: A September 2002 McDonald's advertisement in Korea depicted grandmother has bought the McDonald's meals for her children and grandchildren. "What can be observed here is that when an elderly person is involved with the activity of purchase, it is most likely that he/she buys for the younger generation (Yoon 2003). The elderly are portrayed wanting to give to their grandchildren in a meaningful fashion, not to consume for consumption's sake (Yoon 2003). American advertisements for the elderly tend to be less family oriented and more… READ MORE

How to Reference "Global Marketing" Term Paper in a Bibliography

Related Term Papers:

Marketing Global Marketing 6-1 Demographic Segmentation Entails Research Paper

Marketing

Global Marketing 6-1

Demographic segmentation entails dividing the market into groups based on things such as age, gender family size, income, occupation, education, religion, race and nationality. Demographic segmentation… read more

Research Paper 2 pages (579 words) Sources: 2 Topic: Advertising / Marketing / Sales

---

Marketing Strategies the Marketing Plan Delivers Marketing Plan

Marketing Strategies

The marketing plan delivers the various strategies that All Technology Computer will use to enhance competitive market advantages. The paper discusses the company mission statement and the strategies… read more

Marketing Plan 18 pages (5577 words) Sources: 10 Topic: Advertising / Marketing / Sales

---

Marketing Plan for a Company Marketing Plan

Marketing Plan

This marketing plan is for Starbucks, to guide the company to its revenue and growth objectives. The plan focuses on the cash cow market on the United States… read more

Marketing Plan 15 pages (4494 words) Sources: 5 Topic: Advertising / Marketing / Sales

---

Marketing Management Marketing Is so Ingrained Multiple Chapters

Marketing Management

Marketing is so ingrained in the modern way of life we almost do not notice it -- yet we are all ingrained and enraptured by its very power… read more

Multiple Chapters 5 pages (1593 words) Sources: 6 Topic: Advertising / Marketing / Sales

---

Global Marketing Management Discussion Chapter

Global Marketing Management

The question of bribery has been distilled in business literature as a question of ethics. In this situation at the airport with the customs officer, it is… read more

Discussion Chapter 4 pages (1312 words) Sources: 1+ Topic: Advertising / Marketing / Sales

---

View 100+ more related papers  >>