McWorld
Where could one get a cappuccino, in a white ceramic cup, with an accompanying saucer, made fresh with an espresso machine? If you guessed the fast food chain, McDonald’s, then you guessed correctly. In Italy, McDonald’s serves cappuccinos in ceramic cups, whereas other McDonald’s, in other cultures, may not. McDonald’s Italia caters to the Italian culture’s lifestyle of leisure. Most Italians and Europeans love taking their time while eating, or enjoying a nice, hot cup of cappuccino or espresso, outside, under the sun, a way of enjoying their day, or talking with friends or family.
On the other hand, McDonald’s in America caters to consumers on the go, since most Americans rush through their day, grabbing a takeout cup of coffee from the drive thru window, and then driving to their final destination. This is a concept of marketing that is based on cultural context that tailors to a group of consumers, within a specific cultural setting, based on the lifestyle of a particular culture. However, some cultures are diversified; thus, there is a need to market to a wide range of cultural lifestyles, within one cultural setting. This rationale is definitely a challenge for most marketers, how to market a product and brand, to numerous cultural lifestyles, under one marketing umbrella?
A multicultural perspective can be seen at the retail giant, Wal-Mart, where products appeal to numerous cultural platforms by offering low prices, catering to most nationalities, and cultural generalities. One way that Wal-mart addresses the needs of Americans is by providing a one-stop shopping experience, a lifestyle of convenience, where they offer a consumer everything from groceries, clothing, sporting goods, optical and beauty shop, housewares, a bank, and even a restaurant or two, to name a few. Therefore, one could say, to have a successful cross-cultural marketing campaign, then a multicultural lifestyle approach should be employed, hence, catering to multicultural consumers’ lifestyles.
On the other hand, McDonald’s in America caters to consumers on the go, since most Americans rush through their day, grabbing a takeout cup of coffee from the drive thru window, and then driving to their final destination. This is a concept of marketing that is based on cultural context that tailors to a group of consumers, within a specific cultural setting, based on the lifestyle of a particular culture. However, some cultures are diversified; thus, there is a need to market to a wide range of cultural lifestyles, within one cultural setting. This rationale is definitely a challenge for most marketers, how to market a product and brand, to numerous cultural lifestyles, under one marketing umbrella?
A multicultural perspective can be seen at the retail giant, Wal-Mart, where products appeal to numerous cultural platforms by offering low prices, catering to most nationalities, and cultural generalities. One way that Wal-mart addresses the needs of Americans is by providing a one-stop shopping experience, a lifestyle of convenience, where they offer a consumer everything from groceries, clothing, sporting goods, optical and beauty shop, housewares, a bank, and even a restaurant or two, to name a few. Therefore, one could say, to have a successful cross-cultural marketing campaign, then a multicultural lifestyle approach should be employed, hence, catering to multicultural consumers’ lifestyles.
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