Abstract

 Influenced by globalization, international trade develops fast. When entering into a new country, it is a decisive for transnational corporations to make a successful marketing strategy. However, the most important factor for making successful strategy is whether these enterprises recognize the cultures differences because different countries have different religions, beliefs, customs, lifestyles and attitudes. It is necessary for these companies to learn these cultural diversities and overcome them to make appropriate marketing strategies in target countries.

     Based on the description of the theory of culture diversity and marketing strategies, this thesis takes Estée Lauder as an example to analyze the effects on strategy of products, price, place and promotion from cultural diversities, and what revelations transnational corporation should learn.

Key words: cultural diversities; transnational corporations; marketing strategies;  effects

Contents

Abstract

摘要

1. Introduction-1

2. Literature Review-2

2.1 Culture and cultural diversities-2

2.2 International marketing strategies-4

2.3 The relationship between cultural diversities and transnational marketing strategies-5

3. Culture Diversities Affect Transnational Marketing Strategies--Taking Estée Lauder as an Example-6

3.1 Estée Lauder company-6

3.2 Effects on transnational marketing strategies-7

3.2.1 Effects on product marketing strategies-7

3.2.2 Effects on price strategies-9

3.2.3 Effects on place strategies-10

3.2.4 Effects on promotion strategies-11

4. Suggestions on Transnational Marketing Strategies-12

5. Conclusion-13

Works Cited-15