Global Marketing Factors To modify the personal selling approach based on the Brazilian target market, the sales team should have a good understanding of Brazilian culture and customs. Brazilian customers prefer building relationships with salespeople and making purchasing decisions based on trust and loyalty. Therefore, the personal selling approach should prioritize building relationships with
customers rather than closing sales. The sales team should focus on creating a personalized experience for customers and establishing a long-term relationship based on mutual trust and respect. For example, sales representatives could offer to visit customers in their homes to demonstrate the features and benefits of the appliances, which would be a personalized approach and establish trust.
When marketing in Brazil, ethical and regulatory issues must be considered. Brazil has strict laws on advertising, and companies must adhere to regulations set by the National Advertising Council. Misleading advertising or advertising that infringes on cultural or moral values can result in legal action, so the marketing campaign should avoid making false claims or using inappropriate language or images. The company should also ensure that its products comply with Brazilian safety and quality standards, as failure to do so could result in legal consequences and harm the company's reputation.
Cultural and social considerations must also be taken into account when marketing to a Brazilian audience. Brazilian culture values family, community, and social connections, so the marketing campaign should focus on building a sense of community and family-oriented messaging. Emphasizing the social and cultural aspects of the products would resonate well with Brazilian consumers. It is also important to note that Brazil has a diverse population, so marketing materials should be translated into Portuguese and adapted to local cultural nuances.
