Rule 2: Divide and Conquer

“The reality is that no consumer group, no group of human beings is nearly as homogeneous as multicultural marketers would like them to be.”

Rule #2 discussed the challenges multicultural marketers face when they are trying to target different consumer groups. While they would like to segment each consumer group into categories that are applicable to their culture, to be a successful multicultural marketer, they must acknowledge the differences in perception, motives, and beliefs among consumers with different cultural backgrounds. In other words, there is no “one size fits all.” This reminds me of how many businesses are using artificial intelligence to curate applicable to each specific consumer. Artificial intelligence is the way computers are programmed to think like humans and mimic their actions. Each company, as stated in the 2018 Multicultural Intelligence Book, each company has its own outlook, the algorithm of how to segment the market. Sociologists have determined the defining variable of defining multicultural marketing is related to the generation a person was born into. I agree with this approach because I feel I relate more to the people in my age group than the people who fall into my cultural background. 

Rule 3: Don’t trust the Experts

Rule #3 addresses how there are consulting and research companies that specialize in particular segments of the population. While their job is to understand and report the tangible finding of their target market, these companies sometimes manipulate the research so that the segment appears the way they think it should. As a result, this chapter states the importance of employing people who live in the culture group to which you are hoping to market. For example, the book explained an instance when Chevrolet launched the Nova model in Latin America. The name of the model, especially for a car company, was a failure because this word translated to “it doesn’t go.” This example shows the importance of understanding a culture and how marketing initiatives can dictate the purchase of a product or service. Before marketing a product, it is imperative to understand the culture and predict the effects it will have on that given market. 

Rule 4: Don’t Let the Joke Be on You

Humor is used to amuse or entertain an audience. However, it is important to know your audience when employing humor in a conversation to prevent offending a person. This chapter uncovers numerous examples of flawed advertising that offended different respective racial groups.  World-renowned companies such as Mountain Dew, Bud Light, Burger King, and Snickers have all fallen victim to insensitive, racist advertising ploys simply because they did not analyze the message and details of the ad. Moreover, it is critical to be aware humor may not translate from country to country. Professionals who are conducting business in multiple countries need to be aware of this. Through my own experience, I have decided to only use humor in a conversation once I understand my audience. In a professional setting, your job is to fulfill the tasks that are given to you on behalf of the company. While it is nice to formulate friendships in a work environment, I understand you must nurture that friendship before employing humor. 

Rule 5: Don’t Get Lost in Translation

Rule #5 made me realize it is imperative to have clear, direct communication with your peers to assure your message is openly being articulated. Vague and ambiguous messages can be misconstrued and cause confusion and uncertainty within a business. I have experienced this in past internships where my boss was unclear about what she expected from me and completed assignments without clarifying.

Rule 6: Push their Buttons

This chapter resonated with me the most because, in any business profession, professionals must cultivate a relationship with their clients that are built on trust and respect. Successful market campaign professionals create an emotional connection with their target audience in order to elicit a response. This chapter also talks about the importance of being authentic in a work environment. Certain advertisements have the ability to “push people’s buttons” in a negative or positive way. Be mindful and cognizant of how these messages may be interpreted among different ethnic groups.  

Rule 7: Market on a Wink and a Prayer

The majority of this book traces multicultural trends in advertising and in the business culture. At large, I agree with many points this book makes. However, I think this chapter is antiquated and does not correlate to today’s advertising practices. The opening of this chapter illustrates how minorities are often used in their stereotypical manner in advertisements. For instance, an African American is incorporated in an ad for the mere responsibility of adding an “urban edge” or “street cred” to the campaign. I could not disagree more and believe minorities are being incorporated into American advertisements in a favorable light. While I still believe unjust stereotypes still linger in our society, modern advertisements have amended their old ways.  

Rule 8: Makeup, Don’t Cover-up 

Above all, I believe this rule is the most important: makeup, don’t cover-up. No one enjoys being wrong. It’s an unpleasant emotional experience for all of us. However, it is essential to take ownership. Taking ownership of a mistake can, in turn, enhance your credibility and honesty in the workforce.