Linguistic Problems in International Marketing - Company Experiences in the Chinese Market

Jezički problemi u međunarodnom marketingu – iskustva kompanija na tržištu Kine

Bojan Krstić,

Goran Milovanović

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Issue:

44/3

DOI number:

UDK 658.8:811(510)

Abstract

The aim of the paper is to present certain language issues and their relevance for the implementation of marketing activities of selected companies in the Chinese market, based on the systematized data from secondary sources. The paper consists of sixt parts. The first part reveals the relationship between language and culture, as well as the importance of adapting companies’ marketing programs to specific languages   and cultures of target markets.The second part of the paper identifies and analyzes translation issues in international marketing, from the perspective of the relevant literature. In the third and fourth part we elaborate on marketing implications of correctly and incorrectly translated names of multinational companies, their brands and advertising slogans on the Chinese market. The fifth section deals with Dell’s business model implementation problems within China. Final part of the paper deals with the effects of marketing activities on customers’ attitudes and values in local markets, as well as the symbolic role of products and numbers in some of these activities.

Apstrakt

Cilj rada je da, na podlozi sistematizovanih podataka iz sekundarnih izvora, prezentuje određene jezičke probleme i njihovu relevantnost za realizovanje marketinških aktivnosti izabranih kompanija na tržištu Kine. Rad se sastoji iz šest delova. U prvom delu su rasvetljene ključne teorijske dimenzije odnosa između jezika i kulture kao i značaj adaptiranja marketing programa kompanije jezicima i kulturama ciljnih tržišta. U drugom delu su, iz ugla relevantne literature, identifikovani i analizirani problemi prevođenja međunarodnom marketingu. U trećem i četvrtom delu su elaborirane marketing implikacije korektno i pogrešno prevednih imena multinacionalnih kompanija, njihovih marki i propagandnih slogana na tržištu Kine. U petom delu su prezentovani problemi u implementaciji poslovnog modela kompanije Dell na tržištu Kine. U poslednjem delu rada su identifikovani kako uticaji marketing aktivnosti kompanija na stavove i vrednosti potrošača na lokalnim tržištima tako i simbolička uloga proizvoda i brojeva u nekim od tih aktivnosti.

References

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