The growing multicultural or ethnic market commands the attention of the companies. The companies need to acknowledge the presence of different cultural groups in their marketing communication. The understanding of the cultures by the marketers will reflect in their use of culturally sensitive images, communication media, popular jargons, or in their use of colloquialism, in campaigns. The most successful marketers portray understanding and respect for different cultures in all their efforts.
In a multicultural market where each culture is different from the other it is important for the marketers to have an understanding of the cultures. The understanding of the cultures by the marketers will reflect in their use of culturally sensitive images, communication media, popular jargons, or in their use of colloquialism, in campaigns. "Marketing that relates to or includes several cultures" is the definition in the textbooks for multicultural marketing. However, many associate multicultural marketing with mere language translation. According to the industry experts, multicultural marketing includes translation, localization, internationalization, and globalization. The most successful marketers portray understanding and respect for different cultures in all their efforts. |
