Marketing – Thinking International

Many years ago, Chevy marketed their popular Chevy Nova automobile in South America. The car sold well in the U.S. but failed in South America. Why? Nova means “new” in Latin but translates to “no va” in Spanish which means “does not go”, not a great name for an automobile.

When you market to another culture, you really need to understand that culture. South Americans value community over individuality. When you market a product, emphasize the family, group, or community aspects. For example, instead of marketing how a product makes an individual feel better, tell how it helps the individual work better in his or her community.

Understanding your market means understanding your market’s culture.

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About acohen843

I am a writer and ESL teacher who enjoys the challenge of starting businesses. Currently, I am a JuicePlus distributor (www.acohentakesjuiceplus.com) who is using this business opportunity as the foundation of a social entrepreneurship project.
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