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

Table 2-2: Message questions (not in survey format)
Marketing Factor 2: Message
Meaning conveyed through the marketing message
What is the marketing message being conveyed in this website? (i.e. What is the site
saying to you, other than “buy this car”?)
Is the message specific to Brazilian culture? If not, should it be?
What kind of message is being conveyed with the timeline section of the GM site?
Do you think the message is aimed with an American consumer in mind rather than a
Brazilian consumer? If so, does that make the product seem less appealing to you?
Marketing Factor 3: Image. This factor includes the photos, drawings, animation
and other visual stimuli used to convey meaning in a marketing message. When
messages are presented through the Internet, photographs rather than language can be
more effective than words alone. What is aesthetically pleasing is culturally linked, so
it is essential to understand the tastes and preferences of the audience in this type of
marketing. Colors and symbols that communicate positive messages in one country
may have a completely different meaning in another. Interview questions relating to
image are included in Table 2-3.
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