In the marketing report that I wrote up for Iceland, it starts: "Successful international marketing involves anthropology (the study of culture) of the intended market. Successful marketing includes learning about the customers, then translating that knowledge into a strategy for a competitive product.
Cross-cultural marketing is defined as the strategic process of marketing among consumers whose culture differs from that of the marketer's own culture at least in one of the fundamental cultural aspects, such as language, religion, social norms and values, education, and the living style. If marketers want to be winners in the cross-cultural marketing arena, they must create the marketing mix that meets the consumer's values." In my opinion, it would behoove Iceland to learn about gaits, up to state-of-the-art knowledge. We can not be expected to lower ourselves to kindergarten-type discussions of gait. Isn't it normal to *rise* to the occasion, and not seek a lower level? It's not as tho Iceland doesn't speak English! Their televisions shows are in English. They want to live here; they want to do business and sell to Americans. What is so difficult or unusual about their learning more? Is it so terrible that they should learn more? We're in North America; they want to sell here; they should be expected to do the work that will enable them to have a product that North Americans want; or they won't sell.... which is exactly what is happening. Having a few Americans stick up for their ignorance is not to their advantage. Judy http://icehorses.net http://clickryder.com
