Question

A Samoan handicraft company is expanding its market into Australia and New Zealand. The company's director of marketing is researching the two additional markets for this expansion. She is comparing various cultural aspects of the two countries. Which areas of culture should she consider when studying the countries for changes in the marketing mix?
A) Geography, income bracket, gender, age
B) Time and punctuality, customs and taboos, religious beliefs and celebrations, values
C) Internal company communication, country of origin labeling and packing

Answer 1

Answer:

Both A) and B)

Explanation:

Samoa is a very small country that consists of two islands, and its population is less than 200 thousand. New Zealand and Australia are therefore, massive countries compared to Samoa, with very different cultures.

The Samoan marketing director should research the geography of New Zealand and Australia because it is very different from Samoan geography. He should also complete a demographic analysis (income bracket, gender, and age fall under this category) in order to profile possible customers.

Finally, cultural aspects and rituals such as those described in point B should also be explored in order to know what to expect from local clients, providers, and business partners, and also, in order to know how to advertise the services. (culture is a crucial factor in determining the type of advertising a company employs).