Expert answer:Cross Cultural Comparisons and International Marke
Expert answer:I need one discussion post on the attached instructions. I also need a reply post for a students post that I have attached at the bottom of the document.
discussion_3___cross_cultural_comparisons_and_international_marketing.docx
Unformatted Attachment Preview
Discussion 3 – Cross Cultural Comparisons and International
Marketing
Due Sun Dec 10 @ 8:59 pm PST • 5% weight
DISCUSSION THREE CONSIDERATIONS
For this week’s discussion, you will be analyzing the significance of culture to Cross-cultural
Marketing and International Marketing. Cross-cultural research in Anthropology and other
social sciences prioritizes comparing behavior between cultural groups. In the marketing
industry cultural knowledge related to consumer behavior is applied to develop and test
promotional content tailored toward the perceptions and expectations of distinct cultural
groups. For international marketing, characteristics of consumers and their culture are
incorporated into the marketing mix to develop distinct promotional content used by
multinational corporations to target different countries. For example, a company may develop
one website for an American target audience and another for a target audience in Japan.
An example of a multinational company with country-specific site versions is Microsoft. If you
would like to review this example, the bottom left of home page provides consumers with the
option to select a country. With the Microsoft example, one can select the United States as the
country http://www.microsoft.com/en-us/ and this site can be compared with the version of
the site prepared for the Nicaragua target audience http://www.microsoft.com/es-ni/ A couple
differences to take note of with this example include the differences in language and the
differences in calls to action. For example, the Nicaraguan site promotes SKYPE as a feature
while the U.S. version in August 2015 is focusing on a “back to school” promotion. Another
difference between the two versions of the Microsoft site is the promotion of the XBOX ONE on
the U.S. version of the site. The U.S. site is tailored toward American consumers with language
and promotional offers that are consistent with the shopping habits of U.S. consumers who
purchase lots of products such as computers for students returning to school each year after
summer break. Also, the promotion of the XBOX ONE is consistent with the popularity of video
game consoles in the United States. Comparing these two sites makes it clear that culture of
consumers in the U.S. vs. Nicaraguan target markets impacts the promotional content of
Microsoft.
DISCUSSION THREE: POST ONE QUESTIONS
Choose a corporate website from the list above or choose one on your own that provides
consumers the option of selecting a version of the company site for a specific country. Acting as
a potential consumer and a cross-cultural researcher, identify at least two distinct elements
between the two versions of the sites and discuss why they are significant to cross-cultural
marketing.
Readings this week as well as previous coursework provide examples of cultural variables that
you will want to take note of for your website comparison. For instance, you may identify
differences in the two versions of the company website such as the use of colors, language,
currency, images (variables such as the ethnicity of people and the age of people in pictures as
well as differences in the environment/natural setting of pictures shown), clothing (color and
type of clothing), sports, values, hobbies, technology, food, entertainment, language,
symbolism, and gender roles. Also, be sure to take note of differences related to website
structural elements such as navigation options or the layout of the home page. To conduct your
analysis, you may want to open the two versions of the site you choose in separate tabs for
quick comparison.
DISCUSSION THREE: POST TWO QUESTIONS (POST TWO INCLUDES RESPONSE TO CLASSMATE)
How can you add to the analysis of the two versions of the international company’s website
conducted by one of your classmates? Are there additional elements of the two versions of the
site that should be identified that relate to consumer expectations, cultural differences or
business practices?
DISCUSSION THREE FORMAT
A) Organize responses relative to decision-making models presented in this week’s
readings. You are not required to use APA formatting in discussion boards. However, if you
reference an outside source, please include basic source information (link for website; author,
title, date for non-website).
B) In order for meaningful conversation to occur in this discussion, initial posts must be made
on time. If you do not make your initial post by the designated time, you will only receive half
credit (minus any other deductions) for the discussion.
C)
Your initial post is due by Wednesday at 11:59 pm EST. Your response post and any
additional posts are due by Sunday at 11:59 pm. Responses to each discussion question should
be justified/explained in no less than three well organized sentences and no more than 250
words. The maximum credit for each post in our course is 50 points (50 points for post one and
50 points for post two).
Reply to Classmates Post Below Student: John Rodarte
For the two websites versions used, I chose Starbucks US and Starbucks Japan. Immediately I
noticed how the US Starbucks website is formatted differently compared to Japan’s. The US has
a simpler home-style feel to the website with a simple format and menu bar. Japan, on the
other hand, uses their right-to-left format style for the language and shows off numerous
products as you enter the website. This version contains 2 menus, on the right and the left. The
Japan version is also promoting a candied pistachio drink, which isn’t promoted in America. I
believe this is also a sign of the different marketing because due to the promotion of the
beverage on the website, reflects what is popular or being introduced in Japan. The Japan menu
is more interactive, user friendly and social while the US website is rather plain. Japan also finds
the space in its website to update with current news and show off all of Starbucks’ promotions.
Almost every news update and promotion has an image with it. Within these two websites, it
seems Japan’s website is carefully culturally customized. I find it true for the US site as well. I do
believe these are the most distinct features to find from both website versions.
https://www.starbucks.com
http://www.starbucks.co.jp
…
Purchase answer to see full
attachment
How it works
- Paste your instructions in the instructions box. You can also attach an instructions file
- Select the writer category, deadline, education level and review the instructions
- Make a payment for the order to be assignment to a writer
- Download the paper after the writer uploads it
Will the writer plagiarize my essay?
You will get a plagiarism-free paper and you can get an originality report upon request.
Is this service safe?
All the personal information is confidential and we have 100% safe payment methods. We also guarantee good grades