Language as a key to cultural differences in international marketing

Another problem in making your business international is language. Our language helps us to interpret the environment. As M. Kotabe claims that it is 2 facets of language which have a bearing on marketers:

§ the use of language as a communication tool within cultures;

§ the huge diversity of languages across and within national boundaries (4).

It is actually a huge problem for communication process during the promotion. Marketing managers should evaluate every word and phrase. Language blunders easily arise as a result of careless translations of advertising slogans or product labels. Mistranslations can convey the image that company does not care about its international consumers. In many markets, for example China, marketers should think if they want to save original brand name or to adopt a localized brand identity. Sometimes companies prefer to create equivalent names that sound positive in countries’ language.

In case of Wal-Mart language also played a big role. First of all, company began its international growth in English speaking country – Canada. After that it strived for success in Europe, and one of the first countries of entry was Great Britain. Company’s managers considered that it is the best way to make a first effort. Work in native-speaking countries does not need much adaptation. You should be caution, but feel yourself rather free.

Language is really important, it makes our culture. Wal-Mart managers understood this fact. Because of that we can see a strategy: first steps in English-speaking Canada and UK (in Europe); after Spanish-speaking countries – Mexico, Brazil, Argentina; after much more diverse languages – Chinese, Japanese, Hindi, Russian. Link between complexity of language and understanding of countries cultural differences is undisputed.

A for brand name Wal-Mart adopted its brand as well. In Mexico – Sam’s Club and Wal-Mex, China - Sam’s Club and Supercenter, Germany – Wertkauf and so on. It makes company closer to their consumers and their target audiences.

To sum up, Wal-Mart used the principal that if you want to make consumers to behave the way you need (means to make shopping in your supermarket) you should prove them that your company is the right choice, but you should tell them this fact using their language. It helps to show that company is close to the consumer and takes care about him; with this organization he/she will feel himself free and save. It gives a chance to acquire some degree of empathy as well.

Дата добавления: 2015-11-14