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In 2006, Tourism Australian launched its ad campaign entitled "So where the bloody hell are you?" in Britain. In the People’s Republic of China a nationwide system of public education is in place, which includes primary schools, middle schools (lower and upper), and universities. In Finland school attendance is compulsory between the ages of 7 and 16, the first nine years of education (primary and secondary school) are compulsory, and the pupils go to their local school.
In Uganda schooling includes 7 years of primary education, 6 years of secondary education (divided into 4 years of lower secondary and 2 years of upper secondary school), and 3 to 5 years of post-secondary education. This aspect of Terpstra and Sarathy’s Cultural Framework relates to how a national society is organized.
China’s car market grew 25% in 2006 and it has overtaken Japan to be the second-largest car market in the world with sales of 8 million vehicles. As with many aspects of Terpstra and Sarathy’s Cultural Framework, the underpinning social culture will drive the political and legal landscape. Aesthetics relate to your senses, and the appreciation of the artistic nature of something, including its smell, taste or ambience.
Therefore international marketing needs to take into account the local culture of the country in which you wish to market.
The Terpstra and Sarathy Cultural Framework helps marketing managers to assess the cultural nature of an international market. With language one should consider whether or not the national culture is predominantly a high context culture or a low context culture (Hall and Hall 1986).
The nature and complexity of the different religions an international marketer could encounter is pretty diverse.
In China in 2007 (which was the year of the pig) all advertising which included pictures of pigs was banned.
In 2005 France’s Catholic Church won a court injunction to ban a clothing advertisement (by clothing designers Marithe and Francois Girbaud) based upon Leonardo da Vinci’s Christ’s Last Supper. Marketing Teacher designs and delivers online marketing courses, training and resources for marketing learners, teachers and professionals. International trade provides so much more growth opportunities for small to medium size businesses as well as large enterprises. On the other hand the global market is fast-moving and dynamic, so your marketing communication needs to reflect this. This booklet provides an introduction to the International Trade and explains pitfalls to avoid. About PeacemakersPeacemakers International is Neutral Christian Territory where the Body of Christ is uniting to rebuild the old waste places! Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
However, many times there is a big conflict between the people we want to buy our brand and the people who actually buy it. With the declining fertility and improved health and longevity, the population aging has become the biggest demographic trend globally.

By 2050, Europe will increase its elderly population from 40 million to 219 million, China will experience a growth of 30% from 109 million to 350 million and India will increase the number of elderly from 62 million to 240 million.
While number of youth decreases across the planet and the number of older people increases, does it not make more sense to take advantage of the “older” brand image instead of investing resources and money to desperately rejuvenate the image? In January 2011, +55-year-olds represented 7% of the global Facebook users, however the amount of 45-54-year-old users reached 12% and the percentage of 35-44-year-old users increased to 18%. Meanwhile, the older generation is also getting more comfortable with blogging: 11% of the over 30-year-old adults blogged in 2010, compared with 7% in 2007.
Older generation wants to remain cool, but also see people and situations they can relate to – people little younger they are, well aging and sophisticated, such as Meryl Streep and George Clooney.
In advertising we are so youth focused, that we often forget that the hopes and dreams are different in each age group. To stay always ahead of the competition targeting older generation, it might be a good idea to remember that in the end young people are early adopters of the new technologies and communication channels and “old” people are slow to follow. I am Pauliina Jamsa, a 32-year-old multi-lingual Finnish Digital & Mobile marketing expert with International business background - I have lived in many countries and speak 7 languages. E-commerce in Europe: Online Spending Has Increased 30%, But Conversion Rate Stays Under 5%.
The Case of Radio Shack • Merchandiser of Consumer electronics equipment in the US • Costly mistakes made in Holland • Staged Christmas promotion for December 25 • Dutch celebrate St.
So if you are planning to take a product or service overseas make sure that you have a good grasp the locality before you enter the market. The $130 million (US) campaign was banned by the British Advertising Standards Authority from the United Kingdom.
With just six car owners per 100 people (6%), compared with 90% car ownership in the US and 80% in the UK, the potential for growth in the Chinese market is immense. The political ideology on which the society is based will impact upon your decision to market there.
The organization needs to make sure that their products and services are not offensive, unlawful or distasteful to the local nation.
And it is much easier to work with a  company who understands international trade and have attack record in helping businesses to achieve their global dreams. Our society adores youth, we want the young generation to buzz about us, brands and campaigns winning awards are aimed to youth.
Too many times the marketing and communication target is 20-30 years younger than the loyal consumers forming the grand majority of the database.
What if the sales are declining, not because our brand is getting older and new generation does not buy it, but because we are ignoring the older generation who does?
In 2009 the global population of +60-year-old people reached 680 million, 11% of the world’s population.
Japan, with the largest percentage of +60 people, will increase the current amount from 27% to 44%. Older people are more loyal to the brand than the new multitasking and impatient generation.

What comes to Twitter, +55-year-olds represented 9% of the global Twitter users, while 45-54-year-olds reached 17% and 35-44-year-olds 27%. Also, during the last two years blogging by the 34-45 year-old Internet users has increased 6%  (up to 16%), 46-55-year-old bloggers saw an increase of 5%  (up to 11%), and even 65-73-year-olds blogged 2% more (up to 8%). What comes to the situations, if you know that 90% of the people in your cruise are +55, do not show images of young people and babies in your advertising – it pushes older generation away.
They change as people get older, handling more relationships, family experiences, health, happy memories and personal fulfilment. It means that you can observe youth-focused brands while they try to exploit new trends and conquer new channels by trial and error, and once they become “hot” in your target age group you are well prepared to be “trendy”. Based in London, I am currently working as Digital Marketing Manager for Microsoft Dynamics. The campaign featured all the standard icons of Australia such as beaches, deserts, and coral reefs, as well as traditional symbols like the Opera House and the Sydney Harbour Bridge. For example, in countries with low literacy levels, advertisers would avoid communications which depended upon written copy, and would favour radio advertising with an audio message or visual media such as billboards. For example, the United Kingdom has a largely market-driven, democratic society with laws based upon precedent and legislation, whilst Iran has a political and legal system based upon the teachings and principles Islam and a Sharia tradition. So with a high context culture hidden cultural meaning needs to be considered, as does body language.
The ban included pictures of sausages that contained pork, and even advertising that included an animated (cartoon) pig. Ford experienced this problem in Spain with its upcoming launch of the new, young, trendy Ford Fiesta. Older generation compares prices, goes to consumer forums and listens what people have to say in social media.
If you success creating an emotional bond with older users, they do not hesitate to promote your brand to their friends and other users across the social media. So, culture includes all that we have learned in relation to values and norms, customs and traditions, beliefs and religions, rituals and artefacts (i.e. For example, in France workers tend to take vacations for the whole of August, whilst in the United States employees may only take a couple of week’s vacation in an entire year.
The booming trendy community changed slowly the image of Ford Fiesta and made the marketing message more believable in 2008.
Whether or not there are strong trade unions will impact upon management decisions if you employ local workers.

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