A Comparative Case Study of Global Marketing and Ethnocentrism ...

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The number 8 in China is considered lucky. Cars with the number 8 in the license plate can command a premium in China, while the number 4 does just the opposite. As discussed in the previous section, it is often not adequate to simply translate an advertisement or brand name into another language when marketing globally. Doing so is a detriment to any marketing campaign. There are hundreds of examples of inappropriate design and brand names that have failed because ethnocentric thinking was not addressed. The following are further examples from Lewis and Housden (23, 25, 125): Superpiss - a Scandinavian deicer which is not appropriate when translated into English Pschitt – this French Lemonade cannot be advertised to the Germans Bum Crisps and Bimbo Bread in Spain are not acceptable names to advertise in the United States Smeg electrical appliances in Italy Supermodel Claudia Scheffer initiated furor when she appeared on the catwalk wearing a designer outfit featuring words from the Quran, hence offending Muslim beliefs. The Slogan "Come Alive with Pepsi" when translated into Chinese means, "Pepsi raises relatives from the dead." 19
The examples to this point have all demonstrated ethnocentrism in various areas of advertising. It is prudent in this discussion to note also that advertising is not the only marketing element in which companies often convey their ethnocentric tendencies. Product design is another such area wherein companies have fallen victim to ethnocentricity. Unilever, Federal Express, and Mattel provide some examples. Unilever introduced a detergent version of Surf to the Japanese market, only to find that the product was not designed to work in a new, popular low agitation washing machine, and the "fresh smell" it advertised was not relevant in Japan since most consumers hung their wash outside to dry (Herbig 69). When Federal Express went into the European market they didn’t realize that keeping package pickup times set at 5:00pm (the typical end to an American workday) was detrimental in Europe where close of business in normally much later (8:00pm). (Herbig 2). Another example demonstrates how the U.S. company, Mattel, fell victim to ethnocentricity when they attempted to market the Barbie doll in Japan. Most Japanese girls thought that the doll’s breasts were too big and the legs unrealistically long. Once the doll was overhauled complete with brown hair and brown eyes, Mattel sold millions in Japan. Clearly, failure to correctly promote marketing messages for other cultures creates irreversible and long-term issues. Customers do not easily reinvent a brand position once it has been established in their minds through marketing and advertising. 20
Page 1 and 2: A COMPARATIVE CASE STUDY OF GLOBAL
Page 3 and 4: A COMPARATIVE CASE STUDY OF GLOBAL
Page 5 and 6: TABLE OF CONTENTS Introduction 1 Ch
Page 7 and 8: Cultural Positioning 74 Discussion
Page 9 and 10: LIST OF FIGURES Figure 3-1: Graphic
Page 11 and 12: The channels through which ethnocen
Page 13 and 14: CHAPTER 1 LITERATURE REVIEW This th
Page 15 and 16: from the point of the in-group (Sin
Page 17 and 18: we are “we” because of being po
Page 19 and 20: vital to appreciating one’s own c
Page 21 and 22: (3) self-interest concerns, (4) rec
Page 23 and 24: More discoveries were made to suppo
Page 25 and 26: cross-cultural decisions (2). The l
Page 27: In home markets self-reference crit
Page 31 and 32: channels in a particular country is
Page 33 and 34: media, he suggests that Internet we
Page 35 and 36: 17). There is the possibility of co
Page 37 and 38: CHAPTER 2 METHODOLOGY As discussed
Page 39 and 40: were given the list of websites to
Page 41 and 42: modified CETSCALE to measure the et
Page 43 and 44: exploratory interviews, require sig
Page 45 and 46: another language. When message mean
Page 47 and 48: Table 2-3: Image questions (not in
Page 49 and 50: Therefore, the way people are portr
Page 51 and 52: Testing Survey Questions As discuss
Page 53 and 54: CHAPTER 3 RESEARCH RESULTS This cha
Page 55 and 56: Modified CETSCALE Results The respo
Page 57 and 58: * * * 5.0 4.5 4.0 3.5 3.0 2.5 2.0 1
Page 59 and 60: The Major Topic/Theme method of dat
Page 61 and 62: esponse scores given to these state
Page 63 and 64: GM, would clearly have the least et
Page 65 and 66: phrase “Quality Care” would be
Page 67 and 68: y Ford. Chrysler fell short of the
Page 69 and 70: you would very rarely see a blond i
Page 71 and 72: punctuality and time limits. Americ
Page 73 and 74: Figure 3-16: Chrysler Using Camping
Page 75 and 76: issue of lack of online access by w
Page 77 and 78: The relationship between Western et
Page 79 and 80:
taken the time to learn how to tran
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to determine the Internet’s impac
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eport by Adbrands.net named General
Page 85 and 86:
Finally, all six of the marketing f
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selling activities within the cultu
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specific to the companies that were
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APPENDIX A 82
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Would you classify this as U.S. Eth
Page 95 and 96:
Interview with Carla Lopez: Date: N
Page 97 and 98:
APPENDIX B 88
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8. We should purchase products manu
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Qualitative Interview Questions Mar
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Marketing Factor 3: Image The actua
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Marketing Factor 5: Branding Does t
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Confidentiality Statement Signed by
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Raw Data from Scaled Survey Subject
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Table E-1: Case Study of General Mo
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Table E-2: Case Study of General Mo
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Table E-3: Case Study of Chrysler W
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Table E-4: Case Study of Chrysler W
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Table E-5: Case Study of Ford Websi
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Table E-6: Case Study of Ford Websi
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WORKS CITED Adorno, T.W., et al. Th
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Lee, Dong-Jin and M. Joseph Sirgy.
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Usunier, Jean-Claude. Marketing Acr
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Sharma, Subhash, and Terence A. Shi
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A Comparative Case Study of Global Marketing and Ethnocentrism ...

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