What is frame switching, and why do marketers have to consider it when targeting bilingual, bicultural consumers?
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What is frame switching, and why do marketers have to consider it when targeting bilingual, bicultural consumers?
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Explanation
In marketing, frame switching refers to the process of offering products or services to multiple cultures through marketing personnel that has experience with different cultures. The frame switching therefore relies on marketers that have experience in targeting specific consumers based on their culture. It is largely used in global marketing where firms have presence in multiple countries.
The marketers have to consider it when targeting bilingual, bicultural consumers because;
-frame switching ensures effective positioning in bilingual or bicultural setting-the frame switching strategy makes a firm to be effectively positioned in a diverse (bilingual or bicultural) market.
-it also facilitates personalized marketing through effective targeting of bicultural or bilingual consumers-the strategy also facilitates personalized marketing which is founded on culture. For example, the cultural cuisines are used to target specific cultures.
-it guarantees success of a firm that offer products to multiple cultures globally-globalization has largely been successful due to the frame switching because a firm can efficiently offer products to different cultures all over the world.
Answer
Frame switching refers to the process of offering products or services to multiple cultures through marketing personnel that has experience with different cultures.
The marketers have to consider it when targeting bilingual, bicultural consumers because;
-frame switching ensures effective positioning in bilingual or bicultural setting
-it also facilitates personalized marketing through effective targeting of bicultural or bilingual consumers
-it guarantees success of a firm that offer products to multiple cultures globally
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