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them—even moving to them for a time. Here they can develop local contacts, as well
as gain a deeper understanding about how business is conducted in the area. In Japan,
for example, it is not enough just to speak Japanese; you must also conduct business
the Japanese way. Learn what is valued culturally—and what is offensive.
SOME HUGE INTERNATIONAL MARKETING FAILURES
Pepsodent tried to market its toothpaste in Southeast Asia by claiming that it
"whitens your teeth,” before learning that some locals chewed betel nuts to blacken
their teeth, a sign of attractiveness in their culture.
• The Scandinavian vacuum manufacturer Electrolux didn’t account for a common
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.
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