Ryleigh Scott

Title of Work: 

The Effect of Cultural Values on Marketing Between France and the United States

Abstract:

In Marketing, it is important that one can adapt to the needs of potential customers. Since culture is different in each country, the marketing will be different as well. Marketing can reveal the main values of a country. Previous studies have used the Hofstede model to show that marketing can differ in each country and how cultural values contribute to these differences. I used my experiences from my two internships in France to analyze French advertisements and compare them to American advertisements. At my first internship with Expo du Vélo, I contacted potential exhibitors and I promoted the company through social media. At my second internship with One City Tours, a company that does guided Segway tours, we depended on clients to talk about the experience and to write reviews. The goal is to show the different cultural values by comparing the advertisements of France and the United States.

Title of Work (IGP Language):  

L’Impact des Valeurs Culturels sur le Marketing Entre la France et des États-Unis 

Abstract (IGP Language):

Dans le marketing, il est important qu'on puisse adapter aux besoins des clients. Parce que la culture diffère dans chaque pays, la commercialisation sera différente aussi. La commercialisation peut montrer les valeurs principales du pays. Des études antérieures utilisent le modèle du Hofstede pour montrer que le marketing peut différer dans chaque pays et comment les valeurs culturelles contribuent aux différences. J’utilisais mes expériences aux deux stages en France pour analyser des publicités Français et pour comparer aux publicités Américaines. À mon premier stage avec Expo du Vélo, je contactais les exposants potentiels et je promouvais la compagnie avec les réseaux sociaux. À mon deuxième stage avec One City Tours, une compagnie qui fait visite guidée avec Segways, nous dépendons sur les clients pour parler de l’expérience et écrire une critique. Le but est de montrer les valeurs culturelles différentes avec des comparaisons des publicités en France et aux États-Unis.

Elevator Pitch Video

Elevator Pitch Transcript: 

Hello, my name is Ryleigh Scott. And I will be presenting at the Summit on "The Effect of Cultural Values on Marketing Between France and the United States". The language that I am studying is French. My subject major is Hotel and Restaurant Management. I studied abroad last year in Strasbourg, France, and I studied at the L'École de Management Strasbourg.  I actually had 2 internships in events and tourism, which are aspects of the hospitality industry, even though they're not specifically at hotels or restaurants. My first internship was with Expo du Vélo which is a company that puts on events like a bike exposition every year, and my job was to reach out to potential exhibitors and to promote the company through social media. My other internship was at One City Tours where my main job was to lead English Segway tours throughout the city. When I wasn't on tours I was helping out at the shop. The reason why I chose marketing for my project is because both of my internships involve interaction with some kind of marketing and it is an important part of any business in the hospitality industry. I became interested in this topic specifically, because while in France I noticed that the advertisements often differ in some distinct ways from some of those in the U.S. I realized that this could be due to cultural differences because it is important that a business's advertisements can adapt to the needs and values of potential customers in order to attract those customers. Culture has a huge effect on people's needs and values, which explains why marketing for some similar products may differ in each country since culture is different in each country. Even within countries there are different cultures. During my research, I discovered that there were many previous studies on how culture affects marketing and that they use the Hofstede model to analyze advertisements. The model is a collection of 6 cultural dimensions like individualism. A country can get a score up to 100 for each category to show how strongly a country is associated with those dimensions. My project focuses on comparing advertisements for events between the U.S. and France. For example, I analyzed the advertisements for events like the Bike Exposition in Strasbourg and compared it to advertisements for other bike expositions in the U.S. and I used the Hofstede model for this. So thank you for watching.

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