CHAPTER 9:

MULTICULTURAL MARKETING
INTRODUCTION:
I n a g l o b a l i z e d w o r l d , t h e b o u n d a r i e s o f c u l t u r e s a n d m a r ke t s b l u r ,
emphasizing the need for businesses to engage with a diverse range of a
consumers.

M u l t i c u l t u r a l m a r ke t i n g s f o c u s e s o n u n d e r s t a n d i n g , r e s p e c t i n g , a n d
addressing the unique need of various cultural groups. It is not just about
language translation but also about connecting with the values, beliefs, and
t r a d i t i o n s o f d i ff e r e n t c o m m u n i t i e s . A s i m m i g r a t i o n , d i g i t a l a d v a n c e m e n t s ,
and generational shifts reshape consumer demographics, businesses must
adapt their strategies to remain relevant and inclusive.

T h i s c h a p t e r e x p l o r e t h e p r i n c i p l e s a n d p r a c t i c e s o f m u l t i c u l t u r a l m a r ke t i n g ,
highlighting its role in driving engagement, fostering inclusivity, and
enhancing global trade.
Lesson 9.1. Global Trading’s
Changing Front
LESSON OBJECTIVES :

At the end of the lesson, the students should be able to:

1. skillfully describe the current face of international business and trade;

2. discuss how culture changes business and trade;

3. explain how immigrants affect a country; and

4. elaborate on the importance of a “minority” in terms of marketing.

1. skillfully describe the current face of
international business and trade;
International business and trade has always been a melting pot
of the world’s diverse consumer demand and marketer’s supply
of product and services. According to the most recent United
State Wordometers (wordometers.info2021), the current
population is estimated for about 7.9 billion. International
business and trade needs to be able to supply and satisfy the
needs of these 7.9 billion people to reach the market equilibrium.
This make the job for marketers, for companies, and for countries
a tough one with the different cultures and diversity among
these 7.9 billion.
2. discuss how culture changes
business and trade;
The trend of every aspects of international business and trade is
toward greater cultural, ethnic, social, religious diversity. The
landscape of international business and trade is now very much
diversified making it imperative for global business participants to
adapt to these changes . Distinct markets segments cannot be all
successfully targeted with the same goods and services through
the same marketing, advertising, and promotion strategies. Each
segment need a separate strategy to be successful. At times, as
when companies tries to glocalize translating English
advertisements into the local language, miscommunication occurs.
3. explain how immigrants affect
a country; and
In the Philippines, there are a lot of Chinese, Indians,
Iranians, Koreans, and Americans . Savvy marketers
cater to immigrants simply because they are many.
Sadly however, while this immigrants spend and buy
domestics products, they are competitors to the
existing Filipino labor market. On the positive side,
however they also created a job opportunities because
immigrant entrepreneur establish businesses that hire
local talents.
4. elaborate on the importance of a
“minority” in terms of marketing.
Minority is importance when it comes in marketing
because in areas around the world, including US, there
are China towns, Korea towns, Filipino towns , or Asian
markets in general to cater the needs of people of
these country that have immigrated to its soil. Minority
is also the ones usually spending billions of dollar
annually that’s why marketers are targeting this
minority sectors. Every racial and ethnic minority group
in America is making financial gains but not at equal
rates.
Lesson 9.2. Marketing
Translation
LESSON OBJECTIVES:

At the end of the lesson, the student should be able to:

1. explain the meaning of marketing translation;

2. discuss the meaning of marketing copy;

3. elaborate on the goal of marketing copy;

4. elucidate on some of the tips to help to write more compelling and

successful marketing copy.
I. What Is A Marketing
Translation?
 Marketing translation refers to the process of
adapting marketing content from one language
to another while maintaining the original intent,
message, and emotional appeal. Unlike literal
translation, marketing translation focuses on
cultural nuances, tone, and target audience
preferences.
II. What Is Marketing Copy?
Marketing copy refers to the written content
used to promote a product, service, or brand. It
aims to persuade the audience to take specific
actions, such as purchasing, subscribing, or
engaging with the brand.
III. Goals Of Marketing Copy?
The Primary Objectives Of Marketing Copy Are:

1. Attract Attention: captured the audience’s interest with engaging and

relevant language.

2. Build Trust: convey credibility and reliability to the target market.

3. Inspire Action: motivate readers to take desired actions, such as buying,

subscribing, or sharing.

4. Communicate Value: highlight the unique benefits of a product or service.

IV. Tips For Writing
Compelling and Successful
Marketing Copy
1. Know Your Audience:

Understand their needs, preferences, and pinpoints.

Tailor your message to reasonate with their emotions and desire.

2. Focus On Benefits:

Highlight how the product or service improves the customer’s life, not just its features.

3. Use Strong Head Lines:

A head line should immediately grab attention and spark curiosity.

4. Incorporate A Call To Action(CTA):

Use phrases like “Buy Now”, “Sign Up Today”, or “Learn More” to guide readers toward the
next step.
5. Keep it Concise:

Avoid unnecessary words; focus on clarity and berivity.

6. Be Authentic and Unique:

Use a tone and style that reflect your brand’s personality and values.

7. Leverage Story Telling:

Connect emotionally with audience by sharing relatable stories or scenarios.

8. Test and Refine:

Experiment with different version of your copy and analyze what work’s best.
Lesson 9.3. Importance Of
Culture In Marketing
Learning Objectives:

At the end of the lesson, the student should able to:

1. explain the meaning of culture;

2. discuss the material and nonmaterial aspects of culture;

3. elaborate on the meaning of social order;

4. elucidate on high-context culture and low-context culture;

5. differentiate assimilation from acculturation; and

6. discuss thoroughly the importance of culture in marketing.

I. What is Culture?
Refers to a large and diverse set of mostly
intangible aspect of social life consisting of the
values, beliefs, system language,
communication and practice that common share
in common and that can be use defined them.
II. Culture Composed Of Both
Material And Non Material Thing:
Material Thing - more commonly referred to as cultural products refers to the
things that human make and use, building, technological gadgets, clothing, film,
music, literature, and among others.

Non Material Thing – aspect of culture as the value and beliefs, knowledge,
common sense assumptions, expectation, language, communication, behavior
practice, rules, norms, and morals that are shared in common by a group of
people.

Rooted in the theory of classical friend sociologist Emilie Durkheim both material
and non material is aspects of culture are valuable in that they hold society
together.
III. What Is Social Order?
Refers to the stability of society based on
the collective agreement to rules and
norms that allow people to cooperate,
function as society and lived together in
peace harmony.
IV. Elucidate On High-context And
Low-context Culture:
High-Context Culture: In high-context cultures, communication relies heavily
on nonverbal cues, shared experiences, and unspoken understandings. Meaning is
often implicit and derived from the context of the interaction.
 Low-Context Culture: In low-context cultures, communication is explicit and
direct. Meaning is primarily conveyed through verbal messages, with less
emphasis on unspoken cues or shared experiences. Examples include: 5.
Differentiate assimilation from acculturation: Assimilation: Assimilation is the
process by which an individual or group completely adopts the cultural norms and
values of the dominant culture, often abandoning their own cultural identity. This
can involve language, customs, and social practices.
V.Differentiate Assimilation
From Acculturation:
 Assimilation: Assimilation is the process by which an individual or group
completely adopts the cultural norms and values of the dominant culture, often
abandoning their own cultural identity. This can involve language, customs, and
social practices.
Acculturation: Acculturation is the process of cultural exchange and adaptation
that occurs when two or more cultures come into contact. It involves the
exchange of cultural elements, but it does not necessarily mean giving up one's
own cultural identity. Individuals or groups can selectively adopt elements from
the dominant culture while maintaining their own cultural values and traditions.
VI.Discuss Thoroughly The
Importance Of Culture In
Marketing
Culture plays a crucial role in marketing because it shapes consumer behavior,
preferences, and values. Understanding the cultural context of a target market is
essential for effective marketing strategies.

•Product Development

•Advertising and Communication

•Pricing and Distribution

•Customer Service
Lesson 9.4. Multichannel
Marketing (MCM)
Learning Objectives:
At the end of the lesson, students should be able to:
1. explain the meaning of multichannel marketing;
2. discuss the meaning of customer engagement; and
3. elaborates on the reasons for using multichannel
marketing.
1. Explain The Meaning Of
Multichannel Marketing:
Multichannel marketing (MCM) is the practice of engaging with
customers through a combination of both direct and indirect
digital communication channels. These channels include the
web, email, social media, SMS/MMS, online communities,
mobile/tablet apps, webinars, e-learning, videos, public online
events, and social networking initiatives. MCM allows companies
to reach their target audiences more effectively, increase brand
awareness, and achieve their return on investment (ROI) goals
by utilizing both digital and traditional marketing platforms.
2. Discuss The Meaning Of
Customer Engagement:
Customer engagement refers to the continuous development of
a relationship between a company and its consumers that
extends beyond mere transactions. It involves an intentional and
consistent effort by the company to provide value at every
customer interaction, which helps to increase customer loyalty.
Effective customer engagement fosters a deeper connection and
encourages ongoing dialogue and interaction, ultimately
benefiting both the company and its customers.
3. Elaborate On The Reasons For
Using Multichannel Marketing:
There are several reasons for using multichannel marketing:
 Wider Reach: MCM enables companies to target a broader range of customers
across various platforms, increasing their brand presence.
Personalized Communication: Companies can offer more tailored and effective
messaging, which enhances customer experiences and drives engagement.
 Increased Spending: Multichannel customers tend to spend more than those
using a single channel, which can significantly boost sales.
Data and Insights: Digital multichannel platforms provide valuable consumer
insights and metrics that help companies understand customer behavior, allowing
for strategic adjustments and reduced marketing costs.
Adaptation to Market Changes: As consumer
preferences shift towards digital interactions, MCM
allows companies to remain competitive and
relevant in an evolving landscape.
Strengthened Loyalty: By engaging customers
consistently and meaningfully, companies can
foster loyalty and create lasting relationships .
 THANK YOUU!
GROUP 9:
MORESCA MELRY
NIPAY ABRAHAM
BAYABORDA RANDY
BAGASBAS DANICA
ESPADILLA JENNY ROSE
ESPINA KIMBERLY