3. Examine the following comparison of cultural values in Mexico and the United

Question

3. Examine the following comparison of cultural values in Mexico and the United States. You have been asked to formulate a policy for marketing automobiles to consumers from each of these countries. What features should you emphasize in cars? What attributes should you emphasize in advertising cars? Typical values of Mexico Leisure considered essential for full life Money is for enjoying life Long-term orientation Strongly male-dominated society Relatively collectivistic society Relationships are strong valued Typical values of the United States Leisure considered a reward for hard work Money is often an end in itself Short-term orientation Men and women are relatively equal Strongly individualistic society Getting the transaction done is more important than building lasting relationships Subordinates are used to being assigned tasks, Subordinates prefer higher degree of autonomy not authority

Explanation / Answer

Based on the cultural values given in the table above, the following features can be included in the cars being sold in the 2 countries:

The cultural values mentioned and the features based on them can be very carefully used for marketing cars in both the regiojns. Even 2 completely same models may be sold successfully in both the regions just by using the right attributes while advertising. For example, a car model may be sold in Mexico based on its ease of driving and a fun-filled with family in it, while the same cae may be sold in the US based on its strong engine and continuous driving ability for hours.

Mexico USA Luxury features such as massaging seats, remote start and even self-driving cars which minimize the driver's effort Cars should have good horsepower, mileage and basic navigation features High quality interiors and lots of utility spaces to make driving enjoyable Built with strong body and safe for long drives Cars with prolonged engine life and multi-year maintenance contracts Cars with good resale value in market and maybe even exchange offers in the company Sufficiently good leg space in front as well as back, and comfortable back seats Not so much consideration required for accomodating more number of persons, cars with back trunk may also be preferred Strong exterior designs to attract males Sleek and colorful designs which attract both males and females

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