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Summary Activity 4.7.3 Answers
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Activity 4.7.3 Answers for IBM Textbook with ISBN 4
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Activity 4.7.3 – NIKE FACES MARKETING CHALLENGE IN CHINA: MAKE RUNNING COOL1. Explain two reasons why the attitude of Chinese consumers to running is different
from that of West consumers.
One reason would be because Chinese consumers do not consider running as a true
sport but more of an activity that can cause suffering. This is because Chinese
consumers tend to do sport for pure enjoyment, and they do not find enjoyment in
running. Another reason would be the heavily polluted cities filled with traffic,
making running inconvenient.
2. Discuss the importance to Nike of understanding cultural differences between
consumers in different countries when marketing their products internationally.
International marketing refers to the selling of products and services outside of the
country of origin. In this context, Nike has started selling in China, however, had to
implement different marketing strategies due to cultural differences. Thus, the
importance of Nike to understand cultural differences between different countries is
being discussed.
As a company attempting to expand by selling their products overseas, it is
important for Nike to understand the cultural differences as different countries have
different beliefs and taste. Only by understanding the cultural differences and
knowing what the foreign customers prefer would Nike have a shot in becoming
more successful. This is evident through Nike’s use of different campaigns for
different countries. Considering that Chinese consumers are not in favor of running,
a campaign encouraging consumers to run may not be effective, therefore Nike took
a different approach. This shows how Nike attempt to understand the cultural
differences so as to attract consumers into buying the product.
Another reason as to why understanding the cultural difference is important is
because different countries have different processes involved. This means opening a
branch of a company may be easier in certain countries while others may be harder.
Process in terms of purchasing the product may also differ in different countries. For
instance, West consumers may prefer purchasing Nike products online because it is
more convenient, whereas Chinese consumers may prefer going to physical store so
they can try the product, signifying the difference in marketing mix. The difference in
preference also reflects the cultural difference, which Nike should consider. Because
by knowing such information, Nike could decide on opening more physical stores in
China whereas develop on its online store in the West. This shows how
understanding the cultural difference and trying to understand the customers’
preference is very important to maximize sales.
Thus, it is very important for Nike to understand the cultural differences between
consumers in different countries so as to ensure success when marketing their
products internationally.
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