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Cultura y marketing: algunos aciertos y errores

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Modelos de Barbie de Mattel

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Modelos de Barbie de Mattel

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Modelos de Barbie de Mattel

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Alimentos

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Alimentos

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Alimentos

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Automviles

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Automviles

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Automviles

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Automviles
Ford Pinto

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Automviles

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Automviles

VW Jetta
Toyota MR2

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Cosmticos

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Otros productos

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Otros productos

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Condicionamientos internos
Percepciones
Etnocentrismo

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Condicionamientos externos

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 Marketing croscultural. Ildefonso Grande. Esic Editorial. 2004

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Creencias religiosas

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Creencias religiosas: productos kosher

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Creencias religiosas: certificaciones halal,

haram y zabiha

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Productos ofensivos porque no respetan

creencias: zapatillas NIKE

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Ms productos vinculados a las religiones

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Ms productos vinculados a las religiones

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Reacciones contra la invasin cultural

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Reacciones contra la invasin cultural

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Reacciones contra la invasin cultural

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Reacciones contra la invasin cultural

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Reacciones contra la invasin cultural

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Reacciones contra la invasin cultural

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Reacciones contra la invasin cultural

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Estrategia de envases

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Marca y cultura

Percepciones de los
consumidores
Exigencias legales

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Creencias religiosas

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Estrategias de denominacin de marca

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Traduccin simple

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Traduccin simple

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Estrategia multilocal

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Otros productos

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Algunas culturas no toleran los desnudos, el

erotismo y los modelos han de aparecer vestidos

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Estos anuncios se rechazan en China y en

Estados Unidos

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Dos versiones de un mismo anuncio

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Aversin a lo incierto

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Aversin a lo incierto

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Aversin a lo incierto

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Aversin a lo incierto

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Colectivismo

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Colectivismo

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Colectivismo

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Individualismo

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Masculinismo

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Masculinismo

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Masculinismo

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Feminismo

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Feminismo

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Feminismo

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WEB que refleja distancia al poder

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WEB que refleja poca distancia al poder

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WEB que refleja aversin a lo incierto

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WEB que refleja poca aversin a lo incierto

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WEB masculina

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WEB femenina

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WEB individualista

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WEB colectivista

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WEB a largo plazo

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WEB a corto plazo

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6.5. Algunos errores de comunicacin

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Algunos errores de comunicacin

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Algunos errores de comunicacin

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