10. What problems should international marketers watch out for?
‘Men’s natures are alike; it is their differences that drive them far apart.’
- Confucius
Different nationalities are far more alike than you might expect.
They may eat differently, have different views on sex, marriage and religion. But they all want to be happy, rich, respected and comfortable.
Don’t be too impressed by people who tell you “we are different here”.
In finance and business, people often have the same motivation.
So never ignore an idea that has worked in another country.
Many firms like American Express, Reader’s Digest, Procter & Gamble, Disney and Coca Cola find similar approaches work everywhere.
Cultures differ - but if the benefits of the product apply, then the same approach often works.
First try what’s worked elsewhere, with the minimum change to suit the market. Then try something else if that doesn’t succeed.
Cultures affect how decisions are made.
In some countries management is dictatorial; in others democratic. The same with families. In some countries husband and wife decide together; in others one is the boss.
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