Critical Thinking 6 (MKG350)

Option #2: Understanding Cultural Differences

In Chapter 12 of Integrated Advertising, Promotion, and Marketing Communications, Clow and Baack (2016) discuss the importance of cultural competency and sensitivity when dealing with consumers from other countries.

In Saudi Arabia and other Muslim countries, Clinique had to modify its sampling techniques because men sell cosmetics instead of women. At the same time, Muslim laws prohibit a man from touching a woman if she is not a relative. Female customers must either apply the cosmetics themselves or bring their husbands to the store with them. Asking a female customer “What color are your eyes?” constitutes a grave offense in Saudi Arabia because the eyes are believed to be the gateway to the soul. Asking her about skin tone does not make sense because women keep their faces covered. Sampling is a challenge for Clinique in Saudi Arabia.

Search the Internet for two multinational companies that have modified their promotion campaign to market to the appropriate audience in a foreign market.

In a 3- to 4-page paper, discuss the mistakes and strategies that companies made to ensure acceptance. What promotion or changes should have been made? Include information about advantage and disadvantages of using trade promotions both instances.

Your paper should adhere to these standards:

• Be 3-4 pages in length, not including the title or reference pages
• Integrate concepts, terms, and theories from the readings and module content
• Include at least three academic references to support your work, including one peer-reviewed article preferably from the CSU-Global library
• Follow the CSU-Global Guide to Writing and APA Requirements