Rahvusvaheline äritegevus Eksam
American colloquialism when marketing their vacuum in the U.S: "Nothing sucks like
an Electrolux".
• The soft drink Fresca was marketed under that name in Mexico … before the
company discovered that ‘fresca’ is a slang term for lesbian in parts of Mexico.
• Pepsi used the slogan “Come Alive With Pepsi” in Taiwan … or so they thought. The
slogan was actually translated as: "Pepsi brings your ancestors back from the dead."
• The Coors slogan "Turn It Loose," was translated into Spanish as "Suffer From
Diarrhea.
WHY CULTURAL FACTORS MATTER WHEN CHOOSING EXPORT
MARKET?
It is essential that companies take into account the lifestyles and culture of countries
to which they are considering exporting. This information can be used to determine
whether a product or service would be considered essential, useful, a luxury or even
undesirable in a target country
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