Global Marketing

Part B

1. The diversity of cultures around the world is also reflected in languages and communication. When KFC translated its slogan "Finger Licking Good" it became "Eat your fingers" in Chinese; similarly "Pepsi is for Generations" became "your grandparents will come out of the grave to drink Pepsi." Studies showing how linguists have divided the study of spoken or verbal language demonstrate how verbal and non-verbal communication can have an impact on marketing around the world.

Answer

Linguists have divided the study of spoken language into four main areas : syntax ( rules of sentence formation ) ; semantics ( system of meaning ) ; phonology ( system of sound patterns ) ; and morphology ( word formation ) . unspoken or non verbal communication includes gestures , touching , and other forms of body language . Both the spoken and unspoken aspects of language are included in the broader field of semiotics , which is the study of signs and their meanings . language is a crucial tool for communicating with customers and channel intermediaries . Words have different meanings in different cultures . For example post in America may refer to as putting something on bulletin board , where as in British English it may mean mailing . Similarly Miller Lite was considered to have less alcohol in Europe , whereas diet coke was considered as a dietary supplement in middle east . Changes were made to market Miller Lite as Miller Pilsner in Europe and Diet Coke as light coke in middle east . In addition to syntax and semantics , phonology can have an impact . For example there is no alphabet that sounds like P in Arabic so Pepsi sounds like Bebsi and popey's sound like Bobey's . Similarly sounds of r and I are intermixed in Chinese . In the U.S recently Sioux gateway City airport decided to keep the symbol ( SUX) although there were lots of comments about its phonology . on the other hand the airport decided to use it in marketing by using the slogan "Fly SUX"...