Essay, Pages 2 (314 words)
Cross-cultural marketing can be defined as the effort to determine to what extent the consumers of two or more nations are similar or different. In order for marketers to become successful, they must understand the psychological, social, and cultural aspects of foreign consumers that they wish to target. Marketers must focus on the differences between communication styles, as well as needs, among members of different cultures.
2) Would Mickey Mouse eat shark’s fin soup? Once Apple released a new version of the iPhone in 2008, almost instantly, it gained popularity all around the globe—except in Japan.
Some Apple analysts estimated that its latest iPhone would sell a million units in Japan. Shockingly, revised estimates cut the number to almost half of the original. Though the iPhone offered many features such as use of the 3G etwork and touch screen, Japan displayed little interest. For many years, the Japanese mobile market developed independently from the rest of the world.
They had strong partnerships between the carrier and the manufactures, aiding them in the development of smart phones with high functionality.
Thus, 3G access has been a standard feature on Japanese cell phones for several years. In Japan, high-quality screens are a selling point mostly because the Japanese are huge fans of mobile television. Screen quality is o important that cell phone manufacturers have begun branding their phones with the same way they do for their televisions—Viera for Panasonic, Aquos for Sharp, and Bravia for Sony.
That way, consumers would invest in mobile phones with that particular brand.
Therefore, a high- quality screen is valued much more than a touch screen. In addition, Japanese consumers find the touch screen difficult to navigate with and there would be issues getting use to it. Although the iPhone may have certain features that aren’t as appealing to the Japanese, the biggest issue lies with what the iPhone doesn’t have…