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Language Is Important Tool For Marketers Commerce Essay

As per Arthur Lee Jacobson ( 2001 ) , Humanitys extremely developed ability to pass on verbally is our kernel. Without our enormous vocabulary, wed possibly be non much better off than gorillas and monkeys. Language is taken for granted since it is a basic feature. But it is, for all its catholicity, among the most powerful of human tools, so that ‘s why they say “ The pen is mightier than the blade. ” Language informs, persuades, questions, expresses emotions, allows transmittal of complex thoughts and informations, and its use is frequently disingenuous, whether prosaic or in poetry. ( Arthur Lee, 2001 )

As per Hall, Edward T ( Hall, 1960 ) cited in International Marketing Management ( Jain, 1996 ) , Language as portion of civilization is considered non merely in the actual sense as the spoken word, but besides as symbolic communicating of clip, infinite, things, friendly relationship, and understandings. Communication occurs for chiefly to inform, to reason, to convert. A linguistic communication is a system and set of symbols for encoding and decrypting information which can be understand by human existences. Since linguistic communication and linguistic communications became an object of survey by the antediluvian syntacticians, the term has had many and different definitions. The English word derives from Latin word “ tongue ” , which means “ lingua ” , with a reconstructed Proto-Indo-European root of ‘tongue ” , a metaphor based on the usage of the physical organ in address. ( Wikipedia, 2010 )

It is hard to give an exact figure of the figure of linguistic communications that exist in the universe, because it is non ever easy to specify what a linguistic communication is. The difference between a linguistic communication and a idiom is non ever clear-cut. It has nil to make with similarity of vocabulary, grammar, or pronunciation. Sometimes, the differentiations are based strictly on geographical, political, or spiritual grounds. It is normally estimated that the figure of linguistic communications in the universe varies between 3,000 and 8,000.

There is a list of the universe ‘s linguistic communications, called “ Ethnologue ” ( Lewis, 2009 ) . There are 6,500 populating linguistic communications listed. Of these, 6,000 have registered population figures. 52 % of the 6,000 linguistic communications are spoken by less than 10,000 people, and 28 % are spoken by less than 1,000 people. 83 % of them are limited to individual states.

The 10 largest linguistic communications in the universe are the first linguistic communications for about half of the universe ‘s population. Here is a list of the top 10 linguistic communications in February 1999 harmonizing to Ethnologue ( hypertext transfer protocol: // ) ( Lewis, 2009 ) :

Mandarin – 885 million talkers

Spanish – 332 million talkers

English – 322 million talkers

Bengali – 189 million talkers

Hindi – 182 million talkers

Lusitanian – 170 million talkers

Russian – 170 million talkers

Nipponese 125 million talkers

German – 98 million talkers

Wu – 77 million talkers

The Turning Importance of Language in Business:

As the planetary market continues to turn, more and more organisations are following the point of view that to truly go a planetary concern leader, cognition of a foreign linguistic communication has become a critical accomplishment that most of the employees must hold. In order to be a conducive portion of an environment that is no longer western-centric as it has been in the yesteryear, being able to pass on with your clients is lone portion of the issue. Knowledge of their linguistic communication every bit good as their civilization shows that you respect the thoughts that they bring to the tabular array and you understand their demands and wants better than person who does non hold this background. Additionally, there is the psychological facet of direct communicating during your concern minutess. Your clients will be more likely to swear what you are stating and there will be a more confidant relationship than if you were to carry on all communicating through a transcriber. This could be an of import measure in edifice strong and permanent concern relationships that help guarantee the success of your ain concern.

As per Clarke and Wilson ( Clarke & A ; Wilson, 2009 ) , the three chief facets of every concern to be a planetary leader are as follows:

To inform – to go through the needed information in such a mode that the receiving system can understand that information with all the intended significances.

To carry – to reason on something or to present 1s critical or general positions on certain things with really nice mode without aching anybodies self-respect.

To negociate – to negociate in concern development activities to increase range or concern in wider scope.

As per Marschan et Al. ( Marschan, Welch, & A ; Welch, 1997 ) , from their paper: “ Language: the disregarded factor in transnational direction ” , as the writers province linguistic communication has tended to be given in the research on transnational houses even though there is an increasing focal point on communicating procedures and web development. The inexplicit solution in much research is that linguistic communication standardisation has solved the jobs of different linguistic communications in the subordinates of the transnational organisation. However, as the writers point out, linguistic communication standardisation is non the same as guaranting meaningful communicating. Alternatively hapless communicating across linguistic communications is frequently one of the major jobs in the integrating of subordinates in different states.

Factors act uponing the communicating state of affairs

Language Differences

Economic Differences

Sociocultural Differences

Legal / Regulatory Differences

Competitive DifferencesElements of the International Communication Procedure:

Context of Home Country

Context of Foreign Country

Channel or Medium

Mass Communication media

Personal Selling ( word of oral cavity )



Firm ‘s message translated into ‘market ‘ linguistic communication


Firm with an offering ( merchandise or service )


( audience )

Potential Customer

Feedback ( gross revenues, positive trade name callback, etc. )


Rival Communicationss



Figure 1: International Communication Process

Beginning: ( Hollensen, Communication Decisions ( Promotion Strategies ) , 2001 )

To pass on in an effectual manner, the transmitter needs to hold a clear apprehension of the intent of the message, the audience to be reached and how this audience will construe and react to the message. However, sometimes the audience can non hear clearly what transmitter is seeking to state about its merchandise because of the noise of rival makers doing similar and frequently contradictory claims about their merchandises. Another of import point to see in the theoretical account shown supra is the grade of ‘fit ‘ between medium and message. For illustration, complex and long-winded message would be better for the imperativeness than a ocular medium such as telecasting or film.

Language Differences:

While informing / advertisement / conveying message:

The many different linguistic communications of the universe do non literally translate from one to another, and the apprehension of the symbolic and physical facets of different civilizations ‘ communicating is even more hard to accomplish. There are some illustrations given in David Rick ‘s article ( Ricks, 1984 ) , a phrase such as “ organic structure by Fisher ” translated literally into Flemish means “ cadaver by Fisher ” , likewise, “ Let Hertz set you in the driver ‘s place ” translated into Spanish means “ Let Hertz do you a chauffeur ” .

Sometimes the same word may intend an wholly different thing in different civilizations. “ Table the study ” in the Unites States of America means delay ; in United Kingdom it means “ conveying the affair to the head. ” Therefore, an international seller must be careful in managing the affair of linguistic communication in concern traffics, contracts, dialogues, advertisement, and so on. Coca-Cola Company, for an illustration, did non utilize the diet name in France since the word “ diet ” suggests hapless wellness. Alternatively, the company called it Coca-Cola Light. ( Jain, 1996 )

Some more illustrations are unfortunate interlingual rendition of trade name names and mottos are as follows – General Motors has a trade name name for one of its theoretical accounts called the “ Vauxhall Nova ” this does non work good in Spanish speech production market because there it means “ no spell ” . In Latin America, “ Avoid embarrassment – Use Parker Pens ” was translated as “ Avoid gestation – Use Parker Pens ” . ( Hollensen, Communication Decisions ( Promotion Strategies ) , 2001 )

From one of the best illustrations given by Joensen S. ( Joensen, 1997 ) from Danish newspaper on 24 April 1997 as cited in Hollensen ‘s Global Marketing ( Hollensen, Communication Decisions ( Promotion Strategies ) , 2001 ) is from Copenhagen Airport. There was posting holding slogan on it as “ We take your luggage and direct it in all waies ” ; a motto was used to show a want of giving good service, but given rise to some concern as to where the luggage might stop up.

Exxon ‘s Nipponese trade name name, Esso, meant stalled auto when pronounced phonetically in Nipponese. Exxon ‘s replacing of Enco referred to sewage disposal truck. A Spanish interlingual rendition for Budwiser: King of Beer used the incorrect gender ; Beer ( cerveza ) is a noun of the feminine gender in Spanish, and hence can non be the King, but must be Queen. ( Herbig, Handbook of Cross Cultural Marketing, 1998 ) .

Some illustrations from China cited in ( Herbig, Handbook of Cross Cultural Marketing, 1998 ) , as it is being major market for all makers. In mainland China, the people say “ no job ” often ; this really means there is a spot of a job, but that it is non serious. When they say “ there is a small spot of a job ” , this implies that undertaking will non be completed at all unless particular action is taken. And vice-versa, to those are from Taiwan, “ no job ” means there truly is no job and “ there is a spot of a job ” means merely that, a little comparatively undistinguished job. ( Chang & A ; Ding, 1995 )

While prosecuting information/ reasoning on capable affair:

Questionnaires or other stimulations have to be translated so that they are understood by respondents in different states and have tantamount significance in each research context. The importance of interpreting questionnaires and other verbal stimulations into different linguistic communications is readily evident. Often this helps to nail jobs with respect to whether a construct can be measured by utilizing the same or similar inquiry in each cultural context, and whether a inquiry has the same significance in different research contexts. The demand to interpret non verbal stimulation to guarantee that they evoke the coveted image, and to avoid jobs of miscommunication, is less widely recognized. Misconstruing can originate, nevertheless, because the respondent is non familiar with a merchandise or other stimulation, or because the associations evoked by the stimulation differ from one state or civilization to another. Translation of verbal and non verbal stimulation therefore plays a cardinal function in set uping equality. Often interlingual rendition provides a focal point both for denudation and for doing matter-of-fact determinations as to how to decide equality issue. ( Douglas & A ; Craig, 1995 )


Negotiation is the procedure by which at least two parties try to make an understanding on affairs of common involvement. The dialogue procedure returns as an interplay of perceptual experience, information processing, and reaction, all of which turn on images of world, on inexplicit premises sing the issue being negotiated, and on an implicit in matrix of conventional wisdom, beliefs, and societal outlooks. This becomes more evident when the dialogue procedure is international, when cultural differences must be bridged. ( Herbig, Cross Cultural Negotiations, 1998 ) . Further Herbig ( 1998 ) explains, merely when covering with person from another state with a different cultural background and linguistic communication, does treat normally becomes a critical barrier to substance ; in such scenes, procedure foremost needs to be established before substantial dialogues can get down. ( Herbig & A ; Kramer, 1991 ) .

All successful international sellers have personal representation abroad. Face-to-face dialogues with the client are the bosom of the gross revenues occupation. Negotiations are necessary to make an understanding on the entire exchange dealing, consisting such issues as the merchandise to be delivered, the monetary value to be paid, the payment agenda and the service understanding.

International gross revenues dialogues have many features that distinguish them from dialogues in the domestic scene. First and first, the cultural background of the negotiating parties is different. Successful dialogues therefore necessitate some apprehension of each party ‘s civilization and may besides necessitate the acceptance of negociating scheme that consistent with the other party ‘s cultural system. It is interesting to observe that Nipponese dialogues, among other things, routinely request background information on American Companies and cardinal negotiants. Therefore, Nipponese negotiants frequently know in progress the likely negotiating schemes and tactics of the other side as explained by Hollensen in Global Marketing ( Hollensen, 2001 ) .


National and Organizational Culture

Adaptation of Seller ‘s behaviour

Actual Seller Behavior

Gap 2:

How to shut this Gap?

Market Research

Education of sales representative

Gap 1:

Cultural Distance

Actual Buyer Behavior

Adaptation of Buyer ‘s behaviour


National and Organizational Culture

Figure 2: Gap Analysis in a Cross-cultural Negotiation

Beginning: ( Hollensen, International Gross saless and Negotiations, 2001 )

In dialogue state of affairss, the most cardinal spread act uponing the interaction between purchaser and marketer is the difference between their several cultural backgrounds as shown in above figure as Gap 1. This cultural distance can be expressed in footings of difference in communicating and dialogue behaviors, the constructs of clip, infinite or work forms, and the nature of societal rites and norms as said by Madsen ( Madsen, 1994 ) cited in Hollensen ‘s Global Marketing ( Hollensen, International Gross saless and Negotiations, 2001 ) .

If both the purchaser and particularly the marketer adapt their ain behaviour in such manner that they think it is acceptable to other party. Then in this procedure, the initial Gap 1 is reduced to Gap 2, through adaptation of behaviours. But neither the marketer nor the purchaser obtains full apprehension of the other party ‘s civilization, so the concluding consequence will be a difference between the cultural behaviour of the marketer and purchaser i.e. Gap 2. Though this cultural Gap is still at that place, consequences in addition in clash between these two parties and therefore there will be increase in Transactional cost which might be rather high in transverse cultural dialogues. ( Hollensen, International Gross saless and Negotiations, 2001 )

One good illustration of linguistic communication misinterpretation is when American says “ Yes ” , it normally means “ I accept the footings ” . However, “ Yes ” in many Asiatic states may one of four different points. It may intend that the other side recognizes that one is speaking to them, but non needfully that they understand what is said. Second, it could intend that what was said was understood and was clear but non that it was agreed to. Third, it may intend that the other party has understood the proposal. Last, it may intend entire understanding. But in existent, the existent significance must be understood from the context of the message. ( Ruthstrom & A ; Matejka, 1990 )

One more interesting illustration is from United States of America, when Ford agreed to get the production side of Ferrari and utilize the Ferrari name in the United States, the trade was made on handshakings. Soon thenceforth, Ford ‘s lawyers arrived with contracts and comptrollers came to take stock list – normal concern pattern as per Americans. Ferrari, the proprietor, was upset ; he had an understanding with gentlemen, non with lawyers and comptrollers, and the trade fell through. ( Herbig, Cross Cultural Negotiations, 1998 )

From Nipponese position, they prefer that the contractual duties be left every bit obscure as possible in order to supply for a maximal sum of flexibleness ; Nipponese contracts are ever considered unfastened for dialogue. Nipponese negotiants do non mind proposing major alterations even after contract is signed. The traditional Nipponese position is that a contract is secondary in concern dealing, which should be premised on an on-going, harmonious relationship between two parties who are committed to the chase of similar aims ; relationships, non contracts, are negotiated ( Tung, 1983 ) . The Japanese do non believe that a contract entirely can guarantee the success of a venture. Harmonizing to Nipponese idea, a genuinely wise individual would non perfectly perpetrate himself or herself, since human interactions are so undetermined. ( Oikawa & A ; Tanner, 1992 )


From my point of position I support Clarke & A ; Wilson ‘s statement, “ The usage of Language is an Important Tool for Sellers: to inform, persuade and negotiate ” .

As it has been seen from some of the illustrations above, that mere straight interlingual renditions of any concern advertizement, phrases, or statements may do immense difference in understanding while working for a transverse cultural concern. It raises hazard of possible client loss, concern loss or failure of joint ventures and no 1 is ready to take this sort of hazard in such planetary competitory concern environment.

The cultural distance between two spouses may increase the dealing costs. And we can straight detect this cultural difference chiefly from linguistic communication difference. So to go successful negotiant, one needs to hold better apprehension of the concern linguistic communication of the other party. To get the better of these things pattern of cognizing other linguistic communication and acquiring uninterrupted feedback from other party about their cultural difference is major exercising.

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