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Marketing Mistakes Reading Comprehension
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Situation: A Taiwanese chain of bubble tea shops wants to open in America. Is this name/message appropriate? Why or why not?
Definitely not! "Suck my balls" has a very, very, very inappropriate meaning.
Situation: You are a Japanese company that wants to export green tea to the USA. Which of these should you focus on?
 
finding out of Americans want the tea to be sweetened or not
 
finding a factory to make the tea at the lowest price
 
telling Americans Japanese tea is the best
 
not worrying if the Japanese name will mean anything weird
We can conlcude from the reading that marketing departments should probably pay good money to translators who understand the foreign market.
 
True
 
False
Being inclusive in marketing will always lead to success in foreign markets.
 
False
 
True
What language mistake made Chevrolet learn the hard way about marketing the 'Nova' car in Mexico?
'no va' in Spanish means 'it doesn't run' or 'no go'; not exactly a good image for a car
Which marketing theme developed for the US market by the 7-Up Company was thought to be inappropriate overseas?
the 'uncola' theme didn't translate well to other languages
Promotional messaging only needs to be translated to the target language.
 
False
 
True
Overall, what can we conclude from the reading about what marketers should be aware of when selling their products overseas?
product characteristics such as its taste, shape, type, color, etc should take into account and if necessary, be modified to fit the target market
According to the reading, what does the color yellow represent in the USA and France? (hint: it has different meanings)
USA: warmth, France: infidelity
Toothpaste marketing in all countries should always promise white teeth.
 
False
 
True
Furniture sellers can better avoid marketing blunders by taking in to account the average physical sizes of houses abroad.
 
True
 
False
How did Nabisco solve low sales of Oreo cookies in Japan?
 
they made a version of the cookie without the cream
 
they redesigned their marketing
 
they made the cream less sweet
 
they created a new Japanese name
According to the reading, in which three European countries is breakfast cereal not usually eaten?
France, Italy, Greece
What particular characteristic(s) of its tea did Snapple fail to change in Japan?
its sweetness (and its clarity)


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