To contraception? Parker will mistake the rage - pregnancy, Parker pen - Office Supplies Industry

A hot weekend swindlers Depression George? Parker sitting alone in a small bar in Mexico City stuffy wine drinking. This was to help make ends meet selling pen to the U.S. poor teacher, because invented a smooth clean Pen Set up their own Pen Company. However, this novel and to overcome the pen leaked Ink Problems of revolutionary products into the Mexican market in the actually encountered strong resistance, crafted the ad does not seem to bear fruit. "Hey, man, it seems your pen can also apply for a patent." A voice for Parker Congchensizhong wake up. Mexico had one of his friends are nearest approach to standing beside him. "Patent?" Pike side of doubt. "Said your pen you can contraception?" Said, a friend to printed ads Parker single handed in the past. After a long time, little knowledge of Spanish, Parker has finally figured out, had a friend put ads in the English language embarrass (embarrass) to see into Spanish in embarazar (pregnancy), the result, "it will not leak in your pocket ink, to make you embarrassed, "became" it will not in your pocket Loumo make you pregnant. " Soon, one known as "pen for contraception," a Mexican staple of jokes. Original, clever Parker the wrong, the advertising to "avoid pregnancy - please use the Parker Pen." The language differences joke pen widespread attention to the curious people soon accepted this will not Loumo new pen, a Parker Pen from this hit.

This accidentally advertising inspiration from the Mexican-American social and cultural differences between the two countries. Social and cultural environment, referring to the residents of a country or level of education, literacy, religion, customs, values, lifestyles, languages, and combined. Understand the social and cultural environment of the enterprise to meet the consumer market is very important because these factors fundamentally affect customer demand.

To education as an example. Educational level, not only determines the level of consumer purchasing power, while the differential ability of consumers to buy has a great impact on the process. Similarly, a Qi's paintings may be 100,000 yuan in Guangzhou on the transaction, and to Beijing are generally more than the price, but put a sell in Hong Kong, the money can often double back. This is because the higher level of education where the market has a bigger collection.

Another example is customs. Customs of a given area people in daily life, such as weddings, funerals, Boxing demonstrated the unique psychological characteristics and behavior. The same bunch of chrysanthemums, a symbol of royalty in Japan, to be enshrined as the national flower of Italy, once crossed the Mont Blanc, living in France became ominous things, across the Atlantic to Latin America, even when reduced to the exclusive funeral gift.

Because some of the core social and cultural values of a country or region for thousands of years after settling down in the human history of the product, so often have unusually strong force. For example, Muslims do not eat pork, Hindus do not eat beef; the West will not be on the 13th of the numbers, Japan has no 4 beds. If the business does not take into account the values of the marketing activities of these restrictions, the consequences could be disastrous. U.S. Clinique cosmetics company, Clinique perfume promotion in Thailand, its advertising has appeared the head of a snake crawling in the picture of the Buddha Sakyamuni. Result, the image of Buddhism as state religion in Thailand has created a stir, the Thai government on the Clinique company has made a strong protest, and finally through the Washington diplomatic mediation storm before calm.

Many large international companies, when in the local business was booming sales, but a door will be off their feet abroad, this is often not based on local habits and cultural and religious differences to timely adjust the marketing strategy of the results. Enterprises in specific social and cultural environment to succeed, we must first do is to respect the local social and cultural. U.S. companies can not be forced upon the Indians to a McDonald's Big Mac beef. International Business in transnational business, the localization of the keys to successful marketing is often the only careful analysis and thoroughly to ensure that the localization of a higher chance of winning practice. After all, as Parker earned the same concern with examples of cultural humor little more because of cultural differences in interpretation of the brand joke, but which is constantly refreshed.

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