Cultural Diversity & Nike
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Introduction: The marketing function will face a number of new and dynamic challenges in the 21st century. One of the defining qualities of a 21st century marketer is that he or she must be sensitive to cultural differences in new markets in order to be successful. A marketing manager must be able understand both consumer preferences, and understand how to develop the appropriate tools and techniques to successfully promote their company's products and services to customers. Marketers will need to develop better ways of targeting specific target markets with targeted promotional campaigns that extol the benefits of the product or service being advertised, and they must do so in a way that validates the cultural norms, values, and beliefs of their target audience. The most successful marketing managers handling foreign marketing will be the marketing professionals that understand customer needs, determine the appropriate media for reaching them, constantly evaluate the effectiveness of advertising and promotional campaigns, and regularly gather information to ensure that the message does not cause any unintentional insult. Marketing managers must:Develop a respect for cultural diversity Avoid ethnocentrism when planning marketing programs in foreign market Work diligently to address the unique needs of customers in foreign markets Reject the idea that a good marketing concept can be transferred from one culture to another and be equally successful in each
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nt Olympics airing a jarring tv ad entitled "Search and Destroy," which paints Olympic athletes as full-fledged warriors, kicking, jumping, falling-whatever it takes for victory-all framed by a crescendo of punk rock music. The spot ends with a runner vomiting violently, and a bloody mouthpiece sailing across an image of the Nike logo. Very in-your-face.
Twentieth-century Americans, wrote Daniel Boorstin, affiliate themselves less by their political or religious beliefs than by what they consume. Knight has made it cool to be a Nike consumer. Highly polished brogues aren't cool-flashy, high-tech sneakers are.
So familiar has the Nike logo become to its target audience that both the sneakers and the $1.5 billion worth of nonshoe products Nike markets no longer even bother to carry the name Nike-just the Nike logo, that curvy, speedy-looking blur that has become as ubiquitous as Mickey Mouse. When some words are called for, Nike uncorks its indelible and equally ubiquitous slogan: "Just do it."
All this savvy begs the question: How did Phil Knight, a shy 58-year-old track geek who spent the first two decades of his business career harboring a deep dislike for advertising and spin, evolve into one of the great marketers of his
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Approximate Word count = 9406
Approximate Pages = 38 (250 words per page)
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