Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

تمرين 37

As with the other consumer promotions, international expansion requires understanding the laws and customs of each country and culture. In Saudi Arabia and other Muslim countries, Clinique had to modify its sampling techniques. In the United States and Western cultures, Clinique provides cosmetics samples in retail outlets for customers to try. In the United States, women normally sell retail cosmetics; in Saudi Arabia, men do. At the same time, Muslim custom prohibits a man from touching a woman if she is not a relative. Female customers must either apply the cosmetics themselves or bring their husbands to the store with them.
Asking a female customer "What color are your eyes " constitutes a grave offense in Saudi Arabia, because the eyes are believed to be the gateway to the soul. Asking her about skin tone does not make sense because women keep their faces covered. Sampling is important for Clinique in Saudi Arabia.42
How would you organize a sampling program in light of these cultural factors What other consumer promotions could be used If you have someone in your class from a Muslim country, ask your classmate to discuss the use of consumer promotions in her home country.