Lesson 4.4 - Common Mistakes in International Business

  • Lesson 4.4 - Common Mistakes in International Business

    Learning Goals: By the end of this lesson you will be able to

    1. Identify common mistakes made by companies when entering foreign markets.


    • Independent Work 

      1.Read article “The Most Common Mistakes Companies make in Global Marketing” + Answer the questions
      2.Read article “Lost in Translation: 10 International Marketing Fails” + Answer the questions
      3.Glossary quiz
      4.Exit Card
      5.Homework Forum

    • The Most Common Mistakes Companies Make with Global Marketing File

      Read this article and answer these questions:

      1. What is the marketing team responsible for in a global expansion?

      2. Explain the 6 common mistakes using your own words.


    • Lost in Translation - 10 International Marketing Fails File

      Read this article and answer these questions:

      1. Which three of the 10 marketing failures do you think are the biggest?

      2. Why is it a bad idea for companies to translate their slogan using Google Translate when entering a new country? What should they do instead?

      3. How can international businesses correct marketing failures in a new country?

       


    • Lesson 4.4 Glossary Quiz

      Do this quiz before class and after you study the glossary.

    • Lesson 4.4 Production Forum
      Learning from International Marketing Mistakes

      Instructions:
      Students will be divided into small groups, and each group will receive a different real-world marketing disaster case. The objective is to create a revised campaign and present it to the class.

      Cases (Choose one):

      1. Pepsi in China: The mistranslation of "Come Alive with Pepsi" as "Pepsi brings your ancestors back from the dead."
      2. Dolce & Gabbana’s Chopsticks Ad: The controversial ad where a Chinese woman struggled to eat Italian food with chopsticks.
      3. Walmart in Germany: Walmart’s failure due to not adapting its U.S. retail model to German consumer preferences.

      Task:

      1. Analyze what went wrong.
      2. Propose a new, culturally appropriate marketing campaign.
      3. Explain how your new campaign avoids the original mistakes and respects local cultural norms.

    • Lesson 4.4 Homework Forum

      Q1: What is the marketing responsible for in a global expansion?

      Q2: Explain the 6 common mistakes using your own words.

      Lost in Translation: 10 International Marketing Fails

      Q1: Which three of the 10 marketing failures do you think are the biggest?

      Q2: Why is it a bad idea for companies to translate their slogan using Google Translate when entering a new country? What should they do instead?
      Q3: How can international businesses correct marketing failures in a new country?