A) What is Marketing Mix?

The marketing mix is probably the most famous marketing term. Its elements are the basic,
tactical components of a marketing plan. Also known as the Four P’s (Product, Place,
Pricing, Promotion).
The marketing mix is the set of controllable, tactical marketing tools that a company uses
to produce a desired response from its target market.

1. Product
The product, service, or program includes both tangible and intangible elements.
The product is why marketing exists, and the best products are created to solve consumers’
real-world problems.

Sub-Elements:

 Product design
 Product positioning
 Product name and branding
 Packaging and labeling
 Breadth and depth of product Line
 Level and type of customer service
 Product warranty
 New product development process
 Product like cycle strategies

2. Price
The price is what the customer pays. The benefits of the product must be great enough to
warrant the price.
Price includes all costs associated with the product, service, or program.

Sub-Elements:

 Manufacturer, wholesaler and retailer selling

 Prices
 Terms and conditions
 Bidding tactics
 Discount policies
 New product pricing

3. Place
The place is where the customer receives the product, service, or program. The place of
delivery.
The organization must determine how much the target market is willing to pay for
atmosphere and physical resources of place.

Sub-Elements:

 Channel length
 Channel breadth (exclusive, selective or intensive)
 Franchising policies
 Policies to ensure channel coordination and control

4. Promotion
It includes all forms of communication you use to communicate the benefits of your offering
to the target market(s).
The objective is to persuade the customer in such a way that he or she recognizes that your
offering is uniquely qualified to meet his or her needs.

Sub-Elements:

 Advertising
 Sales force policies
 Direct marketing (mail, catalog)
 Public relations
 Price promotions – for the consumers and the channel
 Trade shows and special events

The term promotion mix is commonly used to refer to the types of communication that are
available: advertising, public relations, personal selling, publicity, and sales promotion. Some
authors include direct marketing.
Word of mouth, though seldom discussed, is powerful promotion.

Review:
1. Product: What you’re selling, how you package it, your brand messaging.
2. Price: How much your product is, price compared to competitors, price positioning
and discounts.
3. Place: Where you sell, which channels you sell through, location-specific products.
4. Promotion: How much you promote your product, which marketing channels you
use, brand awareness campaigns.

7Ps of Marketing Mix:

Product, Price, Place, Promotion, People, Physical Environment, Process.
Service Marketing Vs Goods Marketing:
Goods are the material items that the customers are ready to purchase for a price.
Services are amenities, benefits or facilities provided by other people.

3Ps for Service Marketing:

People – customer-provider relationship, training, culture, skills, and attitudes.
Physical – ambience, appearance, equipment, machines Evidence – Buildings, physical
facilities.
Process – Activity sequence, quality management, customer participation and delivery
process.

Marketing Strategy of iPhone:

Apple iPhone mostly comes with a new product every year, which supersedes the previous
ones.
Although each year new products, means cannibalization, but in iPhone’s case, the lesser
price of older products attracts a different segment of customers than the newer ones, focus
more on tech specifications.
Apple iPhone offers a unique operating system, running at better speed than any of its
present competitors, promising a flexible working environment and light speed multitasking.

It is supported by innovative apps in the Apple store.

Many apps that are available can be linked with a MacBook, and hence, with this strategy,
Apple acts as a hook for all its other products, as well. Since the inception of the phone
brand, more than 2 billion units have been sold worldwide.

iPhone Price/Pricing Strategy:

On account of its uniqueness, quality and status, Apple iPhones follow price skimming
strategy.
Skimming price means if a brand wants to stand out, it will invest a lot on R&D for bringing
their X Factor with every new launch.

iPhone Place Strategy:

 I-stores
 Independent stores
 Online
 Second-Hand Market
iPhone Promotion Strategy:
iPhone has created a unique position in the market, with its innumerous differentiating
factors.
Its ads never compete with the competitors but show how the world is changing with each of
iPhone for its tech savvy customers.
Social media, YouTube etc. are some platforms highly utilized by the iPhone, to talk about
uniqueness of features, also used by tech gurus for spec comparisons, etc.
Other being knowledgeable sales staff and point of sale advertisement.
Thus, with its unique value proposition, iPhone, it sets a standard in the product and has no
close competitor as of now, reason being a vast local customer base.

Turkish Airlines and Marketing Mix:

Turkish Airlines employs a comprehensive Marketing Mix strategy (4Ps: Product, Price,
Place, Promotion) to maintain its competitive position and expand its global market reach.

1. Product
 Core Offering: Turkish Airlines provides a range of services including economy,
business, and first-class travel options. Its focus is on offering high-quality in-flight
experiences such as gourmet meals (in partnership with Do & Co), comfortable
seating, and extensive entertainment systems.
 Fleet and Routes: It operates one of the largest networks globally, connecting more
countries than any other airline, which is one of its key selling points. They also
maintain a modern fleet of aircraft to ensure reliability and safety.
 Services: Turkish Airlines emphasizes customer-centric services, including a strong
loyalty program (Miles&Smiles), VIP lounges, and seamless online booking services.
Their offerings cater to different traveler types – leisure, business, and transit
passengers – tailoring their services to meet varying needs.

2. Price
 Competitive Pricing: Turkish Airlines uses a competitive pricing strategy to attract
different segments of the market, from budget-conscious travelers to luxury travelers.
It offers frequent discounts, promotional fares, and early bird deals to retain price-
sensitive customers.
 Value-based Pricing: Turkish Airlines often employs value-based pricing, where the
high quality of its services, extensive route coverage, and superior customer
experience justify higher price points in comparison to budget airlines.
 Flexible Pricing Models: The airline offers different fare classes (economy,
business) with a range of inclusions, allowing passengers to select based on budget
and preference. Seasonal and demand-based pricing strategies are also common.

3. Place (Distribution)
  Global Network: Turkish Airlines connects over 300 destinations across Europe,
Asia, Africa, and the Americas, making it one of the largest carriers in terms of
international destinations.
 Digital Channels: The airline places significant emphasis on its online presence,
providing easy access to booking through its official website, mobile app, and third-
party platforms like travel agencies and OTAs (Online Travel Agencies).
 Airport Hubs: Turkish Airlines primarily operates out of İstanbul Airport, which serves
as a major transit hub for flights between Europe, Asia, and Africa. This hub-and-
spoke model helps the airline manage operations efficiently while capitalizing on
İstanbul’s geographic location.

4. Promotion
 Advertising Campaigns: Turkish Airlines invests heavily in global advertising. Their
campaigns often feature renowned celebrities (e.g., Morgan Freeman) and highlight
their extensive route network, safety and luxurious services. The airline also sponsors
major global events and sports teams, such as a partnership with UEFA and NBA.
 Public Relations: The airline actively engages in public relations and CSR
(Corporate Social Responsibility) initiatives to strengthen its brand image. During
crises (e.g., COVID-19), Turkish Airlines highlighted its contributions to repatriation
and cargo transport for essential goods.
 Social Media & Digital Marketing: Turkish Airlines has a strong presence on social
media, using platforms like Instagram, Twitter and YouTube to interact with
customers, promote offers, and highlight unique travel experiences. They also run
personalized marketing campaigns through email and mobile notifications.
 Loyalty Programs: Its Miles&Smiles loyalty program is a major promotional tool,
offering rewards, exclusive access to airport lounges, and partnerships with other
brands, which encourages customer retention.

Why Do We Study Marketing Mix?

1. Holistic Approach to Marketing
The Marketing Mix provides a comprehensive framework for understanding and managing
the key factors that influence a product’s or service’s success in the market. By studying the
4Ps, businesses can address all aspects of marketing, from product development to
distribution and promotion, ensuring to element is neglected.

2. Strategic Decision-Making
Understanding the Marketing Mix enables businesses to make informed and strategic
decisions about how to position their products or services. Decisions about pricing,
distribution channels, and promotional tactics must align with the overall marketing strategy
and goals, and the Marketing Mix serves as a guide for these choices.

3. Customer-Centric Focus
Each element of the Marketing Mix revolves around meeting customer needs and
preferences. By studying it, businesses learn to align their products, pricing, and distribution
with what the target market desires, thereby increasing customer satisfaction and loyalty. It
also helps in understanding market segmentation and targeting different customer groups
effectively.

4. Competitive Advantage
A well-crafted Marketing Mix helps businesses differentiate themselves from competitors. For
example, a company can offer unique products (Product), employ competitive pricing
strategies (Price), or use innovative distribution channels (Place). Studying the Marketing Mix
allows businesses to understand how to use these elements to create a competitive edge in
the market.

5. Adaptability to Market Changes

A well-crafted Marketing Mix helps businesses differentiate themselves from competitors. For
example, a company can offer unique products (Product), employ competitive pricing
strategies (Price), or use innovative distribution channels (Place). Studying the Marketing Mix
allows businesses to understand how to use these elements to create a competitive edge in
the market.

6. Optimization of Resources
The Marketing Mix helps companies allocate their resources efficiently. For example,
understanding the most effective promotion methods or the right pricing strategy ensures that
marketing budgets are used effectively. Studying the mix allows for better planning and
resource optimization across various marketing activities.

7. Consistency in Branding
The 4Ps help businesses maintain a consistent brand message across all marketing
activities. By ensuring that the product, price, place, and promotion are all aligned with the
company’s brand values and goals, businesses can build a stronger brand identity and
image in the minds of consumers.

8. Evaluation and Improvement

The Marketing Mix serves as a benchmark for evaluating marketing performance.
Businesses can assess how effectively they are meeting customers’ needs, generating
sales, or gaining market share. This analysis helps identify areas of improvement or
elements that need to be adjusted in the marketing strategy.

9. Application in Diverse Industries

The concept of the Marketing Mix is universal and applicable to all industries – whether in
retail, services, manufacturing, or digital markets. Understanding the 4Ps allows marketers
across sectors to craft strategies that are tailored to their specific industry context.

B) Linguistic and Cultural Assessment of Marketing Communication

What is Marketing Communication?

Marketing communications, sometimes called marcom, are the combinations of promotional
tools, marketing channels, messages, and media that marketers use to communicate with
their target customers.
A business or brand typically develops its marketing communications strategy around what’s
known as the marketing mix, or the Seven Ps (formerly called Four Ps):
1. Product, which considers the features of the product or service that the business
offers.
2. Price, which considers the pricing model used, as well as the market position of the
product or service.
3. Promotion, which considers all of the ways in which the brand communicates about
its product or service to the public. It also involves another P – Positioning – to
evaluate how people view and respond to the brand.
4. Place, which considers where the product or service is bought and sold.
5. People, which considers all of the people who interact with a brand’s customers or
clients, and has a direct influence on staff or internal communication efforts.
6. Process, which considers the customer experience and communication process.
7. Packaging, which considers how to best attract customers in the physical and online
marketplace.

What is the Role of Marketing Communications?

Building brand awareness. Marketing communications is responsible for making sure
people know that the organization or business exists, and what it offers.
Maintaining customer loyalty. Customer loyalty takes time to build. Consumers need to
have trust in the brand, its products and services, and its intentions – and it’s one of
marketing communications’ jobs to ensure that this positive bond develops.
Creating demand for products and services. It’s not enough to have a great new product
or service – people need to know it exists in order to buy it. Marcom professionals work to
make sure that their products and services are seen by the people who may want – or need
– them.
Shortening the sales cycle. This can be achieved by better understanding customer needs
– as well as customers’ buying motivations, influences, and processes – and conducting
market research, then harnessing this insight when engaging with consumers.
Highlighting a competitive edge. The 21st century marketplace is a crowded one, which is
why marketing communications professionals ensure that any points of differentiation – the
things that make their products and services unique – are shared with the public.
Understanding and reaching the right people. A key job for marketing communications
team is knowing who their audiences are, and how to best communicate with them, in order
to create a strong market share.

Areas of Marketing Communications

Advertising:
Advertising is one of the most commonly seen areas of the marketing communication mix.
Adverts are used by businesses and organizations to promote their products and services
through different mass media communication channels, such as:
- Televisions.
- Radios.
- Newspapers, magazines, and other print media.
- Billboards.
- Websites.
- Social media apps.
- Text messages.
- Blogs.

Digital Marketing:
Digital marcom takes place online in new media spaces (rather than within traditional media,
such as televisions and radios, newspapers and magazines) and is separate from advertising
– although both may be used in combination. For example, a brand may advertise its
products and services through paid-for adverts on social media platforms such as Facebook
or Twitter, while also maintaining a business account on these platforms to engage with
customers, answer questions, and educate people about its business, products and services.
In addition to social media, other important areas of digital marketing include:
- Official websites. An organization’s website is essentially its digital window to the
world. It highlights important information about the business – its brand, its purpose
and its values – and frequently operates as an online shop for e-commerce.
- Email campaigns. Email marketing campaigns are a popular tool for both attracting
new customers and encouraging repeat customers. They can be used to remind
people about products and services, offer discounts and promotions, and share
helpful tips and information that are relevant to the target consumer.
- Virtual multimedia campaigns. Multimedia campaigns that take place online are a
growing area of digital marketing. They can be highly sophisticated, working with
different messaging and assets to target different people on different platforms, and
due to the instantaneous wealth of analytics and feedback metrics information
available to markets online, campaigns can be adjusted and tweaked on-to-go to
deliver the very best results. They can also be effective in creating viral reactions and
positive word-of-mouth responses.
- Content marketing. Content marketing is a strategic area of marcom. Brands
develop and distribute valuable and relevant content – such as blogs, videos and
webinars – to attract people within their target audience, and in the process, build
brand awareness and position themselves as an expert in the field.
Public relations:

Public relations (PR) is the area of marketing communications that is focused on an

organization’s reputation. Through PR marketing activities such as press releases,
communication campaigns, and crisis management, and by building positive relationships
with different media figures and other stakeholders, public relations professionals aim to
influence public perception about their organization or business, and create positive
associations with their brand.

Sales promotion:

Sales promotion is the area of marketing communications that aims to stimulate business
revenue through a promotional mix of providing incentives, short-term discounts, and other
promotional offers, displays, demonstrations, and sales presentations.

Branding:
An organization’s brand is its identity, and one of its most lasting marketing communication
tools. A brand image includes everything from its logo to its packaging, and sets a business
apart from its competition. A brand message should be consistent with the organization’s
purpose and persona.

Print:
Print marketing materials may be used in a number of different marketing communication
areas – such as advertising and personal selling – but they’re also an important area of
traditional marketing in their own right. Examples of print marketing include:

Sponsorships:

Sponsorships are an effective method for reaching a large audience. Sponsorship marketing
avenues can include sports games, concerts, or conferences, and typically involve the
business providing financial or other support for the event in return for advertising that can
build brand awareness and recognition.

Events:
Event marketing aims to create positive interactions and experiences for consumers at
events such as trade shows and exhibitions.

Why is linguistics important in marketing?

Marketing is all about effective communication and language is the main medium through
which people not only communicate but deliver the message effectively. Based on that, the
language used in your commercials can either make or break your business.
How does culture affect marketing communication?

Cultural values and social norms impact the way people communicate, think and make
decisions. Being aware of how culture influences different groups of people can help
marketers develop content that resonates with them. Culture marketing can also help brands
form positive connections with people around the world.

Cultural differences have a long and rich history of ruining marketing campaigns!
“Traficante” and Italian mineral water found a great reception in Spain’s underworld. In
Spanish it translates as “drug dealer”.

Cultural Faux Pas

In China and Japan, you’re expected to take your shoes off before entering a sacred place or
someone’s home. In Thailand, touching someone’s head is a huge sign of disrespect and a
major faux pas!

‘Whorfian Hypothesis’ (Whorf 1956)

According to the Sapir-Whorf, or Whorfian, hypothesis, our perception of reality is determined
by our thought processes, which are influenced by the language we use. In this way
language shapes our reality and tells us how to think about and respond to that reality.

Glocalization
Glocalization is a combination of the words “globalization” and “ localization”. The term
describes a product or service that is developed and distributed globally but is also adjusted
to accommodate the user or consumer in a local market.

What is changing in marketing communication?

A couple of decades ago, only large and very resourceful firms could operate successfully at
the international level.
While still many international businesses involve large-scale operations, recent
improvements in technology, transportation, and communications and the advent of the
Internet have made the size of operations less relevant.

- Small and new/unestablished companies are using new technologies or innovative

ideas to expand their business internationally.
- The success of small and new firms is not limited to any particular industry or market.
- It doesn’t necessarily have to be a high-tech industry where these firms can apply
new technology to expand businesses globally but can be a service industry (e.g.,
hospitality).
“You do not have to have a store, taxi or hotel for your retail, taxi and production
business.”

Born-Global:
Although they are all working in different industries, these firms have in common:
They were relatively new and unestablished firms when they were engaged in international
business, but they achieved global expansions very quickly form their inception.
These firms are known as a “Born Global” company that can be defined as business
organizations engaging in international business from their inception (or near their
establishment) for seeking superior performance.
This is a new form of organization.

Success in Various Markets:

One of the significant drivers of their prompt global expansion (albeit less experienced) is
applicability of their knowledge/concept and technology into different markets.
Most of the US management know-how, if modified properly, is transferable to other
environments. The assumption of universality of management concepts and practices,
however, could result in utter failure in international business.
Dealing with:
- Uncertainty
- Multiculturality
- Diversity

Internationalizing Marketing:
- Widen Your Talent Pool.
- Diversity.
- Market Insight.
- Brand Recognition.
- Improve Employer Brand.
- Inclusive Workplace Culture.
- Multiple Languages.
- Increased Profitability.

When a firm ventures abroad into international business, it leaves behind the familiar and
tested business practices. Everything about the forces that govern the market has to be
learned anew. The consumers, competition, suppliers, government, labor market, capital
market, and, above all, culture are unfamiliar.
How do MNCs are managed?
- Ethnocentric Mentality: The domestic market’s values are superior so the values of
other markets are ignored.
Advantage: Standardization, no research cost for local markets.
Disadvantage: Loss of customers.
- Polycentric Mentality: The business adapts their marketing strategy to the local
market, providing products tailored for that market.
Advantage: Increase in sales and local brand loyalty.
Disadvantage: Costly products, loss against local competition.
- Regiocentric Mentality: The production is not based on the home or host nation.
Advantage: Understanding of host markets.
Disadvantage: Risky, difficult to choose a correct strategy.

Communication at MNCs:
When employees can communicate easily throughout all departments, they can work
together more effectively to achieve common goals. This leads to a stronger team spirit and
better working relationships on an international level.
When the company can communicate easily with its customers, it can increase its profits.
Most multinationals have an internal communication policy which aims at internal branding of
products so that the employees understand what the brand stands for.

5 Best Practices for Serving Diverse Customers:

1. Know your clientele.
2. Seek out culture-specific knowledge of your customers.
3. Recognize patterns for communicating.
4. Attract diverse customers by having a diverse workforce.
5. Build relationships.

C) Marketing With Cultural Intelligence

Cultural Intelligence:
Cultural intelligence, or cultural quotient (CQ), is the ability to relate to others and interact
effectively across cultures. Since large companies often operate on a global scale, marketing
departments adapt to the respective cultures of their new customers.
As with emotional intelligence, cultural intelligence requires placing the interests, feelings and
cultures of other people into context. This means learning that people in different cultures
have different socially acceptable responses, consumption habits and lifestyles.
Though it’s difficult to measure cultural intelligence, people with high CQs can understand
unique behaviors based on culture.

Components of Cultural Intelligence:

1. Cognitive skills: To interact and engage with a multicultural society, it helps to
understand the basics of different cultures. To achieve that, you must use your
cognitive abilities to observe and evaluate the behaviors of your target group.
2. Physical cues: This is the ability to reciprocate gestures to show that you understand
and can communicate with other peoples’ cultures. Different cultures use distinct
physical cues. By reciprocating these actions, you’re engaging the physical
component of cultural intelligence.
3. Emotional understanding: Cultural intelligence requires an individual to have the
perseverance to learn from their mistakes. This component involves using personal
efforts and self-determination to engage other people.

Benefits of cultural intelligence in marketing:

Building Trust: When businesses show that they understand and appreciate the cultural
values and norms of their audience, it builds trust and strengthens relationships.
Effective Communication: With cultural intelligence, businesses can communicate their
messages effectively, avoiding misunderstandings or offending their audience.
Customized Marketing Strategies: Cultural intelligence can help businesses develop
customized marketing strategies that resonate with their audience, leading to higher
engagement and conversion rates.

Cross-Cultural Marketing

What are examples of cross-cultural advertising?

There are many possible examples of cross-cultural advertising. One example might be a
company that produces a series of ads that use the language of its target market while
referencing specific cultural values or holidays. Another example might be a company that
produces ads specifically for airing in another country that feature local celebrities or
spokespeople to generate interest and appeal to potential consumers.

What is the objective of cross-cultural marketing?

The objective of cross-cultural marketing is to create and implement marketing strategies that
are tailored to the needs and preferences of consumers from a culture that is different from
the marketer’s own culture or from the culture of the marketer’s main customer base.
Through this process, businesses can help foster a closer connection with potential
consumers while simultaneously expanding their customer base.
Individualism vs. Collectivism: Some countries such as the United States of America value
individualism. This means people view individual needs as priorities so when you are
advertising in countries that value individualism, you want to target and make a point of how
your product or service benefits that individual person. Other countries such as China value
collectivism. These countries want to see how your product or service benefits them as a
group.

Humor: What may be considered funny in one country, may be offensive in another. You
always want to pay attention to the level of humor that is accepted. Europe and the United
States of America enjoy humor in advertising however some Asian countries find it offensive.

Colors: Different colors represent different things in different countries. For example, blue is
considered a safe color in Europe and America. People in these countries see blue and think
calm, soothing and trustworthy. In Mexico, however, blue represents mourning. A company
doesn’t want to make mistake of using the wrong color in their advertising.

Advertising Translation and Cultural Intelligence:

Translation of advertising is an actual media subject, located at the intersection of applied
linguistics with pragmatics, and sociolinguistics and the translator not only need to translate,
but must adapt the message in relation to language and above all to the culture of the
country. For this reason, it is essential that the interpreter has a background in
communication, to find his place in the process of creating advertising.
In the case of the advertising of the same product, careful attention should be paid that the
examples are not far-fetched, even misplaced. These can be failed examples, many of them
mechanical adjustments from one version to another and may reflect lack of sensitivity
towards the public the advertising is being addressed. All these defects can damage the
persuasive force of advertising message and can not clearly reflect the cultural context of the
language, in which the advertising is being translated.

In an advertisement, the slogan, is the most important unit, that constitutes the most difficult
to translate as well. This swing between three positions: the seduction one, the technical
information and the adaptation to the cultural context.
The interpreter should consider the problem of loyalty to the concept of advertising, which is
very interesting.
In advertising, language it is not simply a tool, so if you see it as such, you are in danger of
losing cultural identity.

When the process of advertising communication takes place between senders and receivers
of different contexts, the meaning and persuasive goal of the advertisement are realized
through a different signifier, the target text, in a different context. Therefore, the first element
to study is the acceptability criteria, i.e. whether the text is recognizable and acceptable by
the target market receivers. To adjust to the acceptability norm, the translator needs to know
the target culture conventions for such advertisements and to produce the translation
according to these. Legal or ethical constraints are some of the contextual norms affecting
the production and the reception of ads, for instance, there are local regulations about the
use of foreign words in advertisements or about the recommended age to allow access to
websites promoting vitamins.

There are four stages in the creative process:

1. Analytical or preparation phase: once the problem is recognized, identified and
analyzed, solutions, mainly in the known area, are looked for.
2. Finding ideas in the unknown: to solve the problem, one has to get away from the
problem and do some unconscious work on the problem. Then some intuitive
understanding or mental flashes may appear and an idea may be created.
3. Evaluation of the idea: the new idea needs to be compared to the known world and its
feasibility and adequacy are ensured.
4. Decision and planning of implementation: the final decision is made about the
creative idea and its implementation.

Advertising Translation as a Creative Process:

Translation cannot merely transform an original text into a literal equivalent, but must
successfully convey the overall meaning of the original, including that text’s surrounding
cultural significance.
Translators have to form source-text (ST) ideas into the structure of the target language. The
process of searching out a target-language counterpart to a difficult source-language word or
phrase is often creative. (Niska, 1998: 2)

D) What is Customer Behavior?

Customer behavior refers to the actions, decisions, and thought processes that individuals or
groups engage in when selecting, purchasing, using, and disposing of products or services.
It encompasses a wide range of factors, including how consumers gather information,
evaluate options, and are influenced by cultural, social, psychological, and personal factors.

Customer Behavior:
Understanding customer behavior is crucial for businesses and marketers because:
1. Tailoring Products and Services: By understanding what customers want,
companies can develop products and services that meet specific needs and
preferences, leading to greater customer satisfaction and loyalty.
2. Target Marketing: Insight into customer behavior allows businesses to segment their
audience and create targeted marketing campaigns that resonate with specific
groups, maximizing the effectiveness of their marketing efforts.
3. Improving Customer Experience: Analyzing customer behavior helps businesses
enhance the user experience by identifying pain points and areas of improvement in
their customer journey, from browsing to purchase.
 4. Predicting Trends: Understanding behavioral patterns can help companies
anticipate future trends, enabling them to stay ahead of competitors and innovate
proactively.
5. Optimizing Pricing Strategies: Knowledge of how consumer perceive value and
make purchasing decisions can assist in setting prices that attract buyers while
maintaining profitability.
6. Building Brand Loyalty: Companies can foster stronger emotional connections with
their customers by aligning their offerings and messaging with customers’ values,
behaviors, and preferences, leading to greater loyalty and retention.
7. Effective Communication: Businesses that understand customer behavior can craft
messages that appeal directly to the motivations, needs, and desires of their target
audience, increasing engagement and sales.

The Importance of Customer Behavior in Translation

Contextualization: A simple word-for-word translation may not be effective if it doesn’t
account for cultural, social, and behavioral factors of the target market.
Example: Translating a product ad for the U.S. market requires understanding American
consumer trends, humor, and preferences, which might differ from those in another market
like China or Brazil.

Psychological and Social Factors:

Consumer Motivation: Messages must appeal to the emotional triggers of the target
audience.
Example: In collectivist cultures, ads might emphasize family or community benefits, while
individualist cultures might focus more on personal achievement or success.

Adapting to Digital Customer Behavior:

Online Consumer Behavior: Teach how online behavior, such as how customers interact
with websites and social media, can differ from market to market. Translators must ensure
that digital marketing materials (e.g., websites, social media posts) align with the target
audience’s online habits and preferences.
Example: Some cultures prefer detailed information, while others may prefer visually driven
content, so translators must adapt web content, product descriptions, and user interfaces
accordingly.

The Role of Language in Persuasion:

Tone and Style: Teach how language can influence customer perception and behavior. The
tone (formal vs. informal), style (direct vs, indirect), and use of humor or emotion are critical
for persuading customers. Translators need to adapt the tone of marketing materials based
on what appeals to the target market.
Example: In some cultures, using a more formal tone might be necessary to build trust, while
in others, a casual tone might be more effective.

Cultural Influences of Consumer Behavior:

Localization vs. Globalization: We must understand how consumer behavior is heavily
shaped by cultural norms, and how this influences decisions about translating brand
messages, slogans, and product descriptions.
Example: A phrase that works in English may not work the same way in another language
due to cultural sensitivities or different associations with words.

Consumer Decision-Making Process:

Stages of Buying Behavior: Explain how consumers go through stages in their decision-
making process (need recognition, information search, evaluation, purchase, and post-
purchase). Translators must ensure that the marketing material is adapted to appeal at each
stage of this process in different markets.
Example: Translating a product description for the information search stage may require
focusing on factual details, while for post-purchase communication, the focus could be on
costumer support and feedback.

Social Factors:
Reference Groups Influence: Reference groups consist of people an individual looks to for
advice, approval, or comparison. These can be friends, colleagues, or social media groups.
Reference groups set norms for behavior and can influence preferences and opinions on
brands or products.
Example: A person might choose a smartphone brand that their peers are using because it’s
seen as trendy or superior within their social circle.

Social Class Influence: Social class, determined by factors such as income, education, and
occupation, can influence spending patterns and preferences. Different social classes have
varying levels of disposable income, lifestyle expectations, and brand preferences.
Example: Low-income level can lead customers to prefer the affordable products.

Social Norms Influence: Social norms are the accepted behaviors within a society or group.
Consumers often make purchasing decisions that align with what is deemed acceptable or
fashionable within their social groups.
Example: In a workplace where everyone uses laptops, an employee may feel compelled to
buy a laptop instead of a desktop to conform to the norm.
Culture and Subculture Influence: Culture represents shared values, beliefs, customs, and
behaviors of a group of people. Subcultures are smaller groups within a larger culture that
have their distinct characteristics. Culture shapes what consumers consider essential,
ethical, or desirable, influencing their buying behavior.
Example: In cultures that emphasize environmental sustainability, customers may prioritize
purchasing eco-friendly or sustainable products.

Family Influence: Family members, especially parents and close relatives, have a
substantial impact on a person’s buying decisions. For example, parents influence children’s
purchasing habits, and spouses often influence each other’s choices in products like
groceries, household items, and financial decisions.
Example: A consumer may buy a specific brand of detergent, because their family has been
using it for years.

Social Status and Roles Influence: People’s roles and status within society influence their
behavior. A person’s social role (e.g., as a student, professional, or parent) can impact what
they purchase, as different roles come with expectations about behavior and consumption
patterns.
Example: A high-ranking corporate executive may prefer luxury brands to reflect their
professional status, while a college student may opt for more budget-friendly brands.

Social Networks and Online Communities Influence: In today’s digital age, social
networks and online communities play a significant role in shaping consumer opinions.
Reviews, recommendations, and social media influencers often guide consumer choices by
sharing experiences or endorsements.
Example: A customer may be swayed to buy a skincare product after seeing positive
reviews from social media influencers or in an online beauty community.

Complex Buying Behavior

Complex buying behavior occurs when an individual buys an expensive and infrequently
purchased product, such as a car or a new home.
Consumers are often highly involved with this type of purchase, and they take time to
research the significant differences between various brands. Complex purchases often
involve a deep sense of buyer commitment based on their associated costs.

Habitual Buying Behavior

Habitual buying behavior happens when consumers purchase something on a regular basis,
but they are not emotionally attached to a brand. The purchase of items such as bread, milk,
eggs, and gasoline are possible examples of habitual buying behavior.
Dissonance-Reducing Buying Behavior
Dissonance-reducing buying behavior occurs when a consumer is highly involved in the
purchase of an item, but they have hard time pinpointing the difference between various
brands.
For example, if someone wants to purchase a flat-screen TV, and each model they are
looking at has the same screen resolution, they may feel a strong sense of conflict or
tension. The “dissonance” occurs when a consumer is worried that they will make the wrong
choice and will regret their decision later.

Variety Seeking Buying Behavior

Variety seeking buying behavior happens when individuals decide to buy a different product
in the same product line, such as a new brand of toothpaste, not because they were
dissatisfied with their initial purchase, but because they want to try something new. Other
examples may include buyers opting for a new brand of cologne or a new type of hair styling
product.

Customer Behavior by Generations:

- Baby Boomers (born mid 1940s to mid 1950s)
- Generation X (born mid 1960s to early 1980s)
- Millennials (born mid 1980s to mid 1990s)
- Gen Z (after 2000s)

Measuring and evaluating customer behavior

Surveys and Questionnaires:
- What it measures: Surveys are an effective way to gather direct feedback from
customers about their preferences, needs, buying habits, and satisfaction levels.
- How to use: Design surveys with clear questions related to customer experiences,
motivations, and perceptions of products or services.
- Example: Post-purchase surveys asking about customer satisfaction, reasons for
choosing a product, or how they discovered the brand.
- Evaluation: Analyzing survey results through statistical methods, such as averages
or trends, to uncover common patterns in customer behavior.

Website Analytics (Google Analytics, etc.):

- What it measures: Online behavior such as page views, time spent on site, bounce
rates, conversion rates, and the customer journey on websites.
- How to use: Set up tracking to monitor customer interactions on your website, track
key performance indicators (KPIs), and follow the customer’s path from landing to
purchase.
- Example: Identifying where users drop off in the purchase process or which pages
are most popular.
 - Evaluation: Analyze patterns in traffic, conversion rates, and behavior flow to identify
what’s working and what needs optimization.

Customer Journey Mapping:

- What it measures: The overall experience and touchpoints a customer encounters
from awareness to purchase and beyond.
- How to use: Create a visual representation of the customer journey to identify pain
points, emotional drivers, and key decision-making moments.
- Example: Mapping out a customer’s interaction with a brand across multiple
channels (website, email, store) to identify friction points in the buying process.
- Evaluation: Use insights from journey mapping to improve touchpoints and enhance
customer satisfaction.

Customer Reviews and Feedback:

- What it measures: Customer satisfaction, opinions, and pain points about products
or services.
- How to use: Collect reviews from platforms such as Google Reviews, social media,
or direct feedback forms. Analyze sentiment and specific feedback trends.
- Example: Identifying common complaints or frequently praised features.
- Evaluation: Use sentiment analysis tools to categorize reviews into positive, neutral,
and negative sentiments. Evaluate patterns that indicate areas of improvement or
strength.

Focus Groups:
- What it measures: In-depth insights into customer opinions, feelings, and
motivations.
- How to use: Organize small groups of target customers to discuss a product, service,
or marketing campaign. Use open-ended questions to stimulate discussion.
- Example: Getting detailed feedback on a new product concept or understanding
emotional connections with a brand.
- Evaluation: Qualitative analysis of the responses to identify key themes, emotions,
and motivations driving behavior.

Sales Data and Purchase History:

- What it measures: Past purchasing behaviors, such as product preferences,
frequency of purchases, and average spend.
- How to use: Use points-of-sale (POS) systems or customer relationship
management (CRM) tools to track individual purchases and sales trends.
- Example: Analyzing customer purchase frequency to segment loyal vs. one-time
buyers.
- Evaluation: Sales data can be broken down by categories such as demographics,
location, or time periods to reveal deeper insights.
Integrating Consumer Behavior Patterns in Marketing Strategies
When marketers understand why people buy, they can craft their messaging and devise their
branding strategy accordingly.
Understanding consumer behaviors can also impact how companies determine pricing
strategies.
Knowledge of buyers’ behavior patterns can further help companies understand how they
can increase their consumer base on social media platforms such as Instagram and Twitter.

E) Internationalizing Advertising and Marketing

Global Terminology:

- Brand Equity
- Competitive Advantage
- Consumer Behavior
- Customer
- Customer Journey
- Customer Loyalty
- Customer Citizenship Behavior
- Market Research
- Market Segmentation
- Marketing Mix (4Ps)
- Positioning
- Value Proposition

Brand Equity:
Brand Equity (Marka Değeri) is the value a brand adds to a product or service beyond its
functional benefits, influenced by consumers’ perceptions, emotions, and experiences
associated with the brand.
High brand equity indicates strong customer loyalty, trust, and preference, which often
translates to competitive advantages, such as the ability to charge premium prices, greater
customer retention, and market resilience.

Key components of brand equity include:

1. Brand Awareness – The extent to which consumers recognize and recall the brand.
2. Brand Associations – The positive qualities, attributes or feelings consumers
connect with the brand (e.g., reliability, luxury, innovation).
3. Perceived Quality – The customer’s perception of the brand’s product or service
quality relative to competitors.
4. Brand Loyalty – The likelihood of repeat purchases and the extent to which
customers are loyal to the brand over others.
5. Brand Preference – How much customers prefer the brand over similar options,
often driven by emotional connections and perceived benefits.
Competitive Advantage

Competitive advantage is a unique attribute or combination of attributes that enables a

company to outperform its competitors.
It’s the edge that allows a company to attract more customers, increase profitability, and
capture greater market share compared to rivals.
This advantage can be achieved through various means, such as superior products, lower
costs, better customer service, exclusive access to resources, or a strong brand reputation.

There are two primary types of competitive advantage:

1. Cost Advantage – Achieving lower production or operational costs than competitors,
allowing the company to offer lower prices or maintain higher profit margins. For
example, BİM’s efficient supply chain and massive scale allow it to keep prices low,
attracting price-sensitive customers.
2. Differentiation Advantage – Offering unique features or benefits that set a product
or service apart from competitors. This can include quality, design, brand prestige, or
customer service. For instance, Tesla’s emphasis on innovation, design, and user
experience gives it a differentiation advantage in the technology market.

Customer Journey
The customer journey is the complete experience a customer has with a brand, starting
from the first point of contact and continuing through to the post-purchase stage.
It encompasses every interaction a customer has with a business, across various
touchpoints, channels, and phases, capturing the steps they take to move from awareness to
purchase and beyond.

A typical customer journey includes these stages:

1. Awareness – The customer becomes aware of a product, service, or brand usually
through marketing efforts such as ads, social media, word of mouth, or online
searches.
2. Consideration – The customer evaluates different options, comparing products or
brands. This phase includes research, reading reviews, and weighing features or
benefits.
3. Decision/Purchase – The customer decides to make a purchase. Factors influencing
this decision include ease of checkout, pricing, product details, and customer support.
4. Retention – After the purchase, the brand engages with the customer to ensure
satisfaction, encouraging them to return. This may involve customer support, follow-
up emails, or exclusive offers.
5. Advocacy – If the customer is highly satisfied, they may become brand advocates,
recommending the product or service to others through reviews, social media, or
word of mouth.
Touchpoints along the journey can vary, including:
- Online (website visits, social media interactions, email)
- In-Store (store visits, interactions with sales associates)
- Customer Service (calls, chats, support emails)

Customer Loyalty
1. High-Quality Products/Services – Consistently meeting or exceeding expectations
builds trust and loyalty.
2. Excellent Customer Service – Positive experiences with customer support, returns,
or problem resolution increase customer satisfaction and loyalty.
3. Consistent Brand Experience – Customers appreciate a cohesive brand image,
tone, and experience across all touchpoints, from website to in-store experience.
4. Rewards Programs – Offering loyalty programs, discounts, or exclusive perks gives
customers an incentive to stay engaged with the brand.
5. Personalized Experiences – Tailoring communication and offerings to individual
preferences makes customers feel valued and understood.
6. Emotional Connection – Brands that resonate with customers’ values, lifestyle, or
identity often build stronger loyalty.

Benefits of Customer Loyalty:

- Increased Lifetime Value – Loyal customers tend to spend more over their lifetime
compared to new or occasional customers.
- Higher Profit Margins – Repeat customers are often more forgiving of price
increases and less sensitive to price changes.
- Brand Advocacy – Loyal customers are more likely to recommend the brand,
providing free word-of-mouth marketing.
- Lower Marketing Costs – Retaining customers generally costs less than acquiring
new ones, making customer loyalty cost-effective.

Market Research
Market research is the process of gathering, analyzing, and interpreting information about a
market, including insights on target customers, competitors, and overall industry trends.
It’s a critical component of business strategy, helping companies understand consumer
needs, identify market opportunities, and make informed decisions.
Market research can help businesses minimize risks, shape products development, improve
marketing effectiveness, and optimize customer satisfaction.

- Testing Product Concepts – Allows businesses to test new ideas, packaging, pricing,
or features with real customers.
- Improving Marketing Strategy – Enables more effective messaging and channel
selection to reach the right audience.
- Reducing Business Risks – Ensures that decisions are based on reliable data rather
than assumptions, minimizing potential losses.
Market Segmentation
Market segmentation (Pazar bölümleme) is the process of dividing a broad target market
into a smaller, more specific groups of consumers with shared characteristics, needs, or
behaviors.
This enables companies to tailor their marketing strategies, products, and services to meet
the unique needs of each segment more effectively.
By focusing on smaller, well-defined groups, businesses can optimize their resources,
enhance customer satisfaction, and increase the likelihood of conversion.

Segmentation Type Description Example

Demographic Divides the market based on Marketing different products
Segmentation variables like age, gender, to teenagers vs. older
income, education level, and adults.
occupation.
Geographic Segmentation Segments based on Selling winter clothing in
location, such as country, colder regions and lighter
region, or city; can also clothing in warmer regions.
include climate or population
density.
Psychographic Groups consumers based Targeting eco-friendly
Segmentation on lifestyle, personality products to environmentally-
traits, values, and interests. conscious consumers.
Behavioral Segmentation Based on customer Offering rewards to frequent
behavior, usage patterns, flyers or creating bundles for
purchase frequency, brand value-seeking customers.
loyalty, or benefits sought.
Firmographic Segments business Tailoring services
Segmentation (B2B) customers by factors like specifically for small
industry type, company size, businesses vs. large
revenue, or location. corporations in specific
sectors.

Marketing Mix (4Ps)

The marketing mix is a set of fundamental marketing tools that businesses use to achieve
their marketing objectives by effectively reaching and satisfying their target audience.
Traditionally known as the 4Ps – Product, Price, Place and Promotion – the marketing mix
provides a framework for creating a comprehensive marketing strategy.
Each element of the marketing mix interacts with the others to deliver value to customers and
fulfill business goals.

Extended Marketing Mix (7Ps)

- People – The staff and employees who directly or indirectly influence the customer
service, and the role employees play in representing the brand.
 - Process – The procedures, mechanisms, and flow of activities that deliver the
product or service to the customer. Efficient processes ensure customer satisfaction
and operational consistency.
- Physical Evidence – The physical or tangible aspects of a service, such as
ambiance, facilities, packaging, or online presence, which influence customer
perception.

Positioning:
- Unique Selling Proposition (USP): Identifying what makes the product or brand
unique and valuable. This could be an innovative feature, a specific benefit, or a
brand characteristic that competitors lack.
- Target Audience: Defining and understanding the specific customer segment that
the product aims to serve. Effective positioning considers the needs, values, and
expectations of the target market.
- Competitor Analysis: Analyzing competitors’ strengths, weaknesses, and
positioning strategies to identify gaps or opportunities for differentiation.
- Brand Image and Values: Creating a consistent message, tone, and visual identity
that reflects the brand’s values and appeals to the desired perception in customers’
minds.
- Consistent Messaging: Reinforcing the position through all communication
channels, ensuring that the message remains clear, cohesive, and aligned across
advertising, social media, packaging, and customer service.

Value Proposition
A value proposition (değer önerisi) is a statement that clearly explains the unique benefits
or value a product or service offers to its customers and why it’s better than competing
options.
It articulates how a brand’s offerings solve a specific problem, improve a customer’s
situation, or meet their needs in a way that resonates with the target audience.
A strong value proposition differentiates a brand and provides a compelling reason for
customers to choose it over others.

Target Audience – Identifying who the value or proposition is intended for, with a focus on
the specific needs or pain points of that customer segment.
Product or Service Benefits – Outlining the main benefits the customer will gain by
choosing this product, such as time savings, improved productivity, or enhanced experience.
Unique Differentiations – Highlighting what sets the product or brand apart from
competitors, such as innovative features, lower costs, convenience, or superior quality.
Proof or Credibility – Offering evidence or reasons why the brand can deliver on its
promise, like testimonials, case studies, or awards, to build trust.

Examples of Value Proposition:

Uber – “The smartest way to get around.”
This proposition emphasizes convenience and simplicity, catering to customers looking for
reliable and easy-to-use transportation.
Apple iPhone – “The experience is the product.”
Apple focuses on creating an integrated and seamless user experience, which differentiates
it from competitors who may focus primarily on technical specifications.