Saudi Arabia
Cultural Training in Saudi Arabia
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Cultural Sensitivity in Saudi Arabia
Cultural sensitivity and understanding of protocol is paramount to effective marketing. The intricacies of a nation its beliefs, even its superstitions can make or break your business. Know the market; immerse yourself in it. Never assume your marketing strategy will be transplantable to a foreign country. There is only a slim chance language will translate well. Anglophonic countries may be susceptible, but if your product or service plays on a quintessentially British characteristic or joke the chances are, it will not be well received.
As for other countries, don't bank on using the same strap-lines or gimmicks. Unless they are perfectly transitional, your product or service could suffer especially if it relies on humour.
Unless you are certain your product or service can sell itself on indigenous merits, it is probably wise to revise its selling-points for a foreign market. As always, however, only your own fastidious research can conclude this.
With advertising it is important to recognize cultural distinctions if your product is to receive a warm reception. For instance, Saudi Arabia's most powerful cultural symbols are those related to Islam. The ritual celebrations that leave the strongest impression on Saudi's imaginations are:
- The holy month of Ramadan,
- The holy pilgrimage ( haj ) to Mecca,
The Muslim feasts of Id al-Fitr and Id al-Adha , which occur following the end of Ramadan and in conjunction with the pilgrimage to Mecca, respectively.
In Saudi Arabia, any social interaction is marked by strong gender segregation and deference to age. An egalitarian ethos and polite behavior are also essential. Men and women seldom interact across the gender divide outside the domestic space of families, and many of the society's rules of etiquette aim to regulate such interaction beyond the confines of a home. Therefore, male-female interaction in a commercial context should be formal and strictly limited to the process of buying and selling.
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