Translating marketing materials and brand names involves a lot more than just a literal word for word translation.
When Chevrolet introduced its car the Chevy Nova into the Spanish market the sales didn’t do so well. The list goes on with examples of marketing translation mistakes that highlight the need and importance of getting translations checked by native and professional translators. If you want to stand out from the crowd when taking your product abroad, you should invest in the services of a professional native language marketing translator. To get a quote or to enquire about something else, please complete the form below and we will get back to you. In the early 1960s, Marshall McLuhan theorized that electronic technology was creating a “global village”.
The international audience has become so important, it is now emerging as a central focus—even dictating product creation and marketing strategy.
For big-studio American movies, a film’s financial fate was once primarily in the hands of U.S.
This makes all the sense in the world considering there are more theaters in foreign territories than the U.S.
Transformers 4: Age of Extinction is a prime example of not only the power of the international market but also its influence on the product.
After seeing huge returns from China for Transformers 3: Dark of the Moon, the strategic decision was made to incorporate that country into the next movie. Another example of content developed to increase marketing appeal in another country is Rian Johnson’s 2012 film Looper. At the insistence of the film’s Chinese financiers and marketers, scenes once set in Paris were moved to Shanghai.
The film went on to gross $20 million in China—it’s second highest-grossing territory next to the United States. Just like the film industry, more and more companies (big and small) are finding a growing international audience. Develop ways to incorporate your international audience in your branding and your messaging.
BONUS: Check out this awesome video about the making of Transformers 4 created entirely on a computer desktop.
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Instantly Create a Professional International Marketing Director Resume in Less than 10 Minutes. Resume Resources: We are glad to offer this free International Marketing Director resume sample free of charge. Regardless of this incident, Loreal does have a consistent layout and look in all of their advertising globally. One could argue that with Loreal’s global brand presence, awareness for their products is high and adaptation is not necessary. But another reason the success or better validity of celebrity endorsements could be unpredictable is due to international marketing. Here is a very interesting commercial that features Snoop Dogg as a suave singer in a suite for a German phone carrier. All of the examples above show celebrities not in their award winning acting or singing ability but not all celebrities stray away from their core image. It is very important that an organization considers its environment before beginning the marketing process.
2.Do the technologies offer consumers and businesses more innovative products and services such as Internet banking, new generation mobile telephones, etc?
The political arena has a huge influence upon the regulation of businesses, and the spending power of consumers and other businesses.

More specifically you’ll be at looking elements such as where a business is in terms of the current business cycle, and whether or not you are trading in a recession. The sociocultural environment embodies everything which is social and cultural within a nation or society. In a more general sense consider influences such as the increase in life expectation of Western consumers, and demographics which is the study of populations. Marketing Teacher designs and delivers online marketing courses, training and resources for marketing learners, teachers and professionals. The following few examples highlight how things can go horribly wrong when a company or brand name is translated badly or introduced into a target country with little or no research beforehand. When marketing the product in Germany, they failed to realise that mist is slang for manure in German.
Just because a brand name is successful in one country doesn’t mean that it will automatically transfer to another country and language.
News and information would travel faster and farther, connecting us together on a global scale like never before.
And additional scenes set in Shanghai that were cut from the film were added back in for the Chinese version. These are not the mammoth numbers of Transformers 4, but Looper only cost $30 million to make compared with Transformers 4’s $210 million budget. If you find your brand presence growing in certain countries or you identify opportunities for international growth, capitalize on them in your marketing. Create marketing that appeals to that specific geography and culture (the same efforts that appeal to U.S. Our emails have the same tips you’ve come to expect from our blog and social media channels… delivered directly to your inbox.
Review resume writing services, resume professionals, resume examples, resume objectives, resume tips, example resume formats, and helpful resume articles on this comprehensive site. In almost any magazine you will see the faces of Beyonce, Jennifer Lopez, Eva Longoria, Gwen Stefani and many top models wearing their products.
Even some celebrities that are used in US advertisements are used in global ads such as the UK ad for foundation with Julia Roberts below. In some instances they will use models that fit with the demographic of the country they are advertising in and adjust language appropriately.
But to really communicate with other countries who see cosmetics and hair care as a vital part of their hygiene, this can really be beneficial to ensuring message delivery and accuracy.
Brands that seek to improve their brand equity and name recognition can benefit from a celebrity marketing their products if they really fit with the brand image.
Many celebrities have expanded their marketability overseas, especially in Asia and Europe. The entire commercial story line doesn’t really make sense but what really is disturbing is seeing a rapper sing a ballade in German.
It’s a pretty cheesy commercial for an energy drink that is made around a football concept. Well some would argue that if for example Brad Pitt was endorsing Starbucks in the US and the Japanese coffee above, there are conflicting messages by the same celebrity. As we saw from our lesson on the functions within an organisation all departments use information technology or technology in one form or another. Does technology allow for products and services to be made more cheaply and to a better standard of quality?
If your government is socialist then perhaps there is a policy to tax more and to invest in the public sector. Obviously if you are studying marketing there is a huge element of economics within the topic itself, and you should be no stranger to the principles of economics. There are plenty of examples of society and culture on the marketing teacher website, so we recommend that you go to our lesson store and look through some of the consumer behaviour pages. When they realised why this make of car wasn’t selling so well in Spanish markets they eventually renamed it the Caribe.

In fact, it only took 11 days for the film to become the highest-grossing film EVER in China. We can also help you find CV experts who can develop an amazing curriculum vitae for this industry.
They have six research facilities all across the world and are constantly coming out with new products. Celebrities can be seen to alter a brand’s credibility and enhance its brand appeal, as noted in our previous blog post “Celebrities dual messages overseas”. The ad didn’t have to be adapted since English is the common language however this ad was pulled in the UK due to heavy use of air brushed retouching that was offensive to a British politician. However, consumers are often skeptical of this type of marketing since celebrities are of course paid and therefore credibility can sometimes be compromised.
These celebrities are paid very well, sometimes even better than in the US and for less work.
He mouths the Japanese voice over (which you can clearly see) but at the very end says one word in English “Fresh”. Of course not all products in Japan are offered in the US but credibility could decrease if American consumers saw the Japanese ad. Smart phones such as Android and iPhone are now common – all – garden, and we are used to being able to access information and communication technology instantly no matter where we are. Political (and legal) forces, Economic forces, Sociocultural forces, and Technological forces.
On the other hand if you have a more conservative or Republican government then the free-market is left to take control, taxation is less and there is often a smaller public sector. As we saw from our lesson on the marketing environment there is a macroenvironment, and internal environment and the microenvironment.
Some notable examples would include the influence of learning, memory, emotion and perception, motivation, lifestyle and attitude and consumer culture. By opening your brand to the opportunity of becoming international, you open the door to future growth on a global scale. Beside financial and consumer response, there is also a risk that marketers take specific to their celebrities. The interesting thing is that not all celebrities are endorsing global brand products; in fact most of the celebrities that do international endorsements are doing them for smaller regional brands. But just the fact that he was in the commercial makes it appealing to the Japanese audience. And it has become much easier today to learn about celebrities and their overseas advertising thanks to Youtube and the internet. During studies or at work we have access to information on quick PCs and over the Internet, with faster broadband connections arriving in many parts of the world. Have a look at the six living generations in America, social environment and class, the impact of your birth order on how you behave as a consumer and take a look at the eight types of online shoppers. It is safe to say that they are a powerhouse when it comes to cosmetics and that transcends into their marketing efforts. Even if a celebrity seems to fit all the brand guidelines now, it doesn’t mean that they will forever.
Our logistics and warehousing functions use forklifts and lorries as well as order tracking technology and software. Unfortunately, we have seen examples of this such as Lance Armstrong losing his endorsements due to taking performance-enhancing drugs. The customer service department will use communication technology to talk to customers but will also have access to internal systems, such as technology to simplify credit control and stock control for example.

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