4-3-3-cultural-and-social-factors

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

Tastes and preferences vary greatly between cultures and regions

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

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 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 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 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