If we now refer to Hofstede’s cultural dimensions (Chapter 10) marketing managers might be able to make the following adjustments to marketing strategy to reflect cultural differences.

MARKETING IN HIGH PDI SOCIETIES vs MARKETING IN LOW PDI SOCIETIES

• Power distance. Cultures with a high power distance have strong hierarchies and powerful leaders. Decisions tend to be made by heads of families and senior managers. Discussion and teamwork are more important in low power distance cultures. To reflect these differences, marketing in high power distance countries should be directed towards and appeal to people in leadership roles. Perhaps it could be stressed that the products create benefits for the whole family or company, which could make the leader appear to be more successful.

• Individualism/collectivism. For countries with high individualism, promotional campaigns could target individual consumers by emphasising how the products will directly benefit them. Individual freedom, saving time and self- gratification are important messages. For markets with low individualism and strong community ties, the whole community should be addressed by promotions. These could explain how, if its members buy these products, the community will benefit.

MARKETING IN HIGH PDI SOCIETIES vs MARKETING IN LOW PDI SOCIETIES

• Masculinity and femininity. Markets with high masculinity differentiate between the roles of men and women. International marketing businesses should research the culture of the countries they sell to and make sure that marketing activities target the correct gender for each product as defined by the nation’s culture. Markets with low masculinity promote sexual equality, so there could be negative reactions to gender-specific promotions. GO WOKE GO BROKE, BUD LIGHT/GILLETE

• Tolerance of ambiguity/uncertainty. Cultures with high ambiguity avoidance will prefer very clear and unambiguous marketing messages. For example, promotions could focus on product characteristics, its benefits and any unique features. Cultures that are more willing to tolerate ambiguity accept lifestyle-based promotions, persuasive (as opposed to informative) advertising and marketing messages with implied product benefits. CAR ADS SHOWING SAFETY vs FUN

• Long-term/short-term orientation. Eastern cultures tend to have high long-term orientation scores while Western societies score lower on this cultural characteristic. Marketing campaigns could recognise these orientations by using promotions that stress traditional structures for markets with high long-term orientation scores and reinforcing short-term benefits for low-scoring markets.

• Indulgence and quick gratification. People who live within high indulgence cultures value leisure time and pastimes and have relaxed sexual standards. Low indulgence cultures tend to have rigid social restrictions with fewer individual freedoms. Where an advertisement could feature attractive people on a beach to appeal to high indulgence cultures, it could result in negative consequences in restrained societies. In these low indulgence cultures, businesses might be advised to focus on the social benefits of the products, their usefulness or how well adapted they are to the existing social order. WOMANS TAMPON ADS