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Tagged with "cross-cultural"
Do you have the skills to market to $11.8 Trillion MultiCultural Marketplace?
Category: GENERAL
Tags: market multicultural diversity multilingualethnic cross-cultural

Do you have the skills to market to $11.8 Trillion MultiCultural Marketplace?

Juniques MultiCultural Connections ( http://www.jusmcc.net) is pleased to share information, that will help
any business owner, that want to be part of trillion dollar business to business and business to consumer, 
multicultural marketplace. 

JMCC offers multilingual/multicultural online radio and television. Come see and hear the global audience we are part of. 

Multicultural marketing (also known as ethnic marketing or cross-cultural marketing) is the practice of marketing to one or more audiences of a specific ethnicity, typically an ethnicity outside of a country's majority culture, which is sometimes called the "general market." 

Typically, multicultural marketing takes advantage of the ethnic group's different cultural referents such as; language, traditions, celebrations, religion and any other concepts, to communicate to and persuade that audience.

The reasons for multicultural advertising
People tend to live within their cultural boundaries; i.e., people have their own cultural values and norms, which influence the way they think, feel and act. 

People in a particular ethnic group tend to share the language, customs, values, and social views, and these influence people’s cognitive (beliefs and motives), affective (emotion and attitude) and behavioral (purchase and consumption) processes. 

Based on this notion of “advertising as a mirror,” cultural values and standards are implanted in ads in such a way that consumers can “see themselves” and identify with the characters in the ads and feel affinity with the brands.

Multicultural marketing can have a positive influence on "mainstream" marketing in a variety of ways:
Innovation: Charting a multicultural marketing strategy goes beyond identifying communications programs and promotions tailored to these markets.
 Multicultural marketing is an engine for innovation.

Growth: If multicultural segments are growing at higher rates than the general population, it implies that they are also consuming most products at higher rates than the rest

Globalization: Once a corporation acknowledges the value of multicultural marketing and begins investing in research and development of products and new marketing capabilities, these can be leveraged in the global environment.

Skills required

It is suggested that the following skills are required in the field of multicultural marketing.
1.To spot patterns that allow subcultures to be grouped together, so that a common marketing strategy may be extended to several subcultures in a group (“transcultural” marketing)

2.To develop a distinct marketing strategy for each subculture, if there is a significantly distinct cultural dimension that is important to the specific culture (multicultural marketing)

3.To further segment audiences in a subculture, if needed, in terms of cultural affinity, cultural identity or acculturation level (tactical adaptation within a subculture)

4.To develop parameters of culturally acceptable marketing stimuli; and

5.To establish a protocol for measuring cultural effectiveness of the stimuli.

Creating a multicultural marketing strategy

Multicultural marketing focuses on customizing messaging and marketing channels for each target group, as opposed to simply translating a general message into different languages, or including token representation of different ethnic groups in imagery.

Multicultural marketing is also complicated by the degree of mainstream cultural assimilation within ethnic groups themselves. Some segments, such as recent immigrants, may highly prefer use of their mother tongue, have limited proficiency in the local language, and be highly geographically concentrated. 

Other groups, such as second-generation individuals born in the new homeland, may be bicultural but have less proficiency in their parent's mother tongue and be more geographically dispersed.

An ethnic marketing strategy is developed around the values and attitudes distinctive to a particular ethnic group, and generally includes the following aspects:

Identification and collaboration with community leaders

The promotion of culture, symbols and celebrations important to a precise target
Enhancing and focusing on the cultural uniqueness of ethnic group

1) Understand cultural differences in communication patterns, values, and behavior in the target ethnicities.
2) Assess cultural affinity among ethnic audiences. 

3) Segment the ethnic audiences based on the level of cultural affinity. 

4) Evaluate the need for adjustments in strategy and tactics.
5) Explore culturally acceptable/unacceptable, sensitive/insensitive advertising messages among the identified segments. 

6) Develop the most effective and efficient advertising tactics targeted to the identified segments. 

7) Evaluate the effectiveness of advertising campaigns among different target segments.
This process is also known as ethnic marketing.

Pioneers in the field of multicultural marketing include Madam C. J. Walker, African-American businesswoman, hair care entrepreneur,Procter and Gamble, Mc Donald's,Pepsi cola and Benetton, and the entrepreneur Francesco Costa with My Own Media and ISI Holding in the foreigner services sector, Joseph Assaf with Ethnic Business Awards, Alan M. Powell CEO of AP & Associates

Avoiding Cross-Cultural Pitfalls Vital to Business Success
Category: GENERAL
Tags: cross-cultural cultural difference cultural marketing place

Hello Community, I have been saying for years, the multi cultural communities are wide open to have you grow you business. Now, there is a caution. you must recognize and acknowledge the cultural difference. This article show that many corporation are reaching beyond their local borders to grow their business.



Avoiding Cross-Cultural Pitfalls Vital to Business Success, KRW International Expert Explains
Multicultural Business Authority and Author Susan Bloch Joins KRW Team to Help Clients Avoid International Blunders and Thrive in a Global Marketplace

Press Release Source: KRW International On Thursday July 14, 2011, 9:30 am EDT

MINNEAPOLIS and SEATTLE, July 14, 2011 (GLOBE NEWSWIRE) -- As more and more companies span the world the challenge to grab a share of the marketplace is increasing. And in these tough economic times many Western firms and governments are looking to the East to attract foreign investors. That in itself is difficult, but one major slip can doom a whole deal.

U.S. executives risk losing business by seeing the world through "American eyes." They may see India and China only as markets for labor, for example, and fail to capitalize on local consumers' growing purchasing power. They can fail to secure a business deal in Middle East based on governance nuances, or watch a promising alliance sour in Australia by showing up for a lunch meeting dressed too formally and refusing a social drink.

These are some of the pitfalls high-level executives face as they lead organizations in a global landscape laden with volatility and complexity, but ripe with potential. Behaving and communicating appropriately with foreign counterparts is vital to success. Susan Bloch, a multicultural business expert and author, has joined KRW International's management team to help clients avoid missteps and thrive in an international marketplace. Bloch brings more than 20 years of experience in cross-border business to KRW International, the Minneapolis-based pioneer in the field of executive coaching and senior leadership consulting.

"We help these executives understand what some of the really practical strategies are to making the world work together," says Bloch, who has worked in more than a dozen countries alongside C-suite executives. "It is a diverse world, and you must be able to work and communicate with people who have different mindsets, as well as cultural, religious and gender in order to get the job done."

Another challenge Bloch helps today's companies and business leaders solve is moving "from international to global," she adds. When moving from an international to a global mindset, Bloch explains that companies must realize that there are deep, essential differences between the two. "You should also understand how to approach systems and problem-solving and creating organizations and cultures," she said. "Because many companies see significant revenue opportunities outside the United States they need a strong leadership team that recognizes and responds to new opportunities and has the capability to execute a global strategy."

Bloch will work with KRW clients worldwide. She has been operating out of London and Mumbai as a trusted advisor for executive teams in the Fortune 500 and FTSE 200, around the globe. KRW Managing Partner Kelly Garramone adds: "Susan Bloch is a tremendous resource who has interviewed literally hundreds of global leaders for advice and best practices. KRW can now bring those lessons to help senior executives shorten their learning curves."

Bloch, co-author of the books "The Global You," "How to Manage in a Flat World," and "Complete Leadership," wields her expertise to examine how a senior leadership team is connecting with people and to understand the impact they are having. "Once executives raise their awareness to understand the impact they are making on their teams they can make decisions as how to enhance their own and their team's capability," Bloch says. She most recently worked with two global Indian conglomerates, providing high-level curriculum design and development expertise, as well as one-on-one and top-team coaching.

Garramone says senior leaders are drawn to KRW International because they see value in having access to people like Bloch. "She is a trusted advisor who is going to be with them over time, and can help them plot a course toward strategic clarity and alignment and enable them to strengthen their leadership bench."

About KRW International:

KRW International, pioneers of the field of executive coaching and senior leadership consulting has deep experience of the distinctive challenges faced by high-achieving senior executives and a long track record in enhancing their performance. KRW has nearly 30 consultants who span the US from coach to coast. Visit www.krwinternational.com


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