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The Importance & Uses of Marketing & Cross Cultural Research

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A U.S. company is introducing a new line of canned soups in Poland. How must the company use cross-cultural research? Should the company use the same marketing mix it uses in the United States? Why or why not? Which, if any, components must be designed specifically for marketing in Poland? Explain your answers.

What are the advantages and disadvantages of global promotional strategies? How would you address some disadvantages or challenges?

With the problems facing companies that go global, why are so many expanding internationally? What are the advantages of expanding beyond the domestic markets?

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Solution Summary

Cross cultural research is an important component of marketing as it allows companies to tailor their products based on effective marketing techniques. This solution discusses how companies must use marketing research, some of the advantages or challenges of promotional strategies, and the reasons so many companies are going global.

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A U.S. company is introducing a new line of canned soups in Poland. How must the company use cross-cultural research? Should the company use the same marketing mix it uses in the United States? Why or why not? Which, if any, components must be designed specifically for marketing in Poland? Explain your answers.

Culture refers to the beliefs and customs of a group. What may be perfect in one culture may be considered a disgrace in another. Cross cultural research refers to research that is aimed at studying and understanding the behavior patterns of diverse cultures. As such, in order for a company to successfully market to diverse cultures, it is crucial for that company to understand the necessary marketing strategies that can satisfy customer wants and needs. For example, for a company that wishes to introduce a new line of canned soup in Poland, one of the first steps that company has to take is find out if there is a need for that kind of soup there. If the need does not exist, then the item will not sell. The soup being very popular in the U.S. has no bearing on its popularity in Poland. The components that will need to be designed specifically addressed for marketing in Poland ...

Solution provided by:
Carmel Philistin, MBA/HCM
Education
  • BA, Brooklyn College
  • MBA/HCM, Phoenix University
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