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Religions, Christmas, and International Marketing
by Prof. Michael R. Czinkota
2015-12-22 12:58:35
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cris01_400Historically, the religious tradition in the United States, based on Christianity and Judaism, has emphasized hard work, thrift, and a simple lifestyle. These religious values have certainly evolved over time; many of our modern marketing activities would not exist if these older values had persisted. Thrift, for instance, presumes that a person will save hard-earned wages and use these savings for purchases later on. Today, Americans take full advantage of the ample credit facilities that are available to them. The credit card is such a vital part of the American lifestyle that saving before buying seems archaic. Most Americans feel no guilt in driving a big SUV or generously heating a large house.

Christmas is one Christian tradition that remains an important event for many consumer goods industries in all Christian countries. Retailers have their largest sales around that time. However, Christmas is a good illustration of the substantial differences that still exist among even predominantly Christian societies. A large U.S.-based retailer of consumer electronics discovered these differences the hard way when it opened its first retail outlet in the Netherlands. The company planned the opening to coincide with the start of the Christmas selling season and bought advertising space accordingly for late November and December, as retailers do in the United States. The results proved less than satisfactory. Major gift giving in Holland takes place not around December 25, Christmas Day, but on St. Nicholas Day, December 6. Therefore, the opening of the company’s retail operation was late and missed the major buying season.

From a marketing point of view, Christmas has increasingly become a global phenomenon. For many young Chinese, Christmas is not regarded as a religious holiday but simply represents “fun.” Fashionable bars charge up to $25 for entrance on Christmas Eve, and hotel restaurants charge $180 for a Christmas Eve function. The week around Christmas is the top grossing week for movie theaters in China, as young Chinese head out to theaters together instead of watching pirated DVDs at home. Santa Claus is increasing in popularity in the predominantly Sunni Muslim country of Turkey. In Istanbul shopping centers, children stand in line to sit on Santa’s lap and ask for gifts. Stores sell Santa suits and statues.

With billions of people celebrating Christmas and exchanging wishes of peace, perhaps we will see at least some of the inspired and faithful take personal steps which reduce the barbarities which humanity commits against itself in the many ongoing wars. Also, a time of remembrance of the difficult travels of Joseph and Mary, with Jesus soon to be born, might help us soften our stance against refugees and migrants in the world. Remember, we all - but for the mercy of God- could be the ones looking for succor and support.
Michael Czinkota is a professor of marketing and international business at Georgetown University in Washington D.C.. He has published many books such as the International Marketing, 10th edition.

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Emanuel Paparella2015-12-22 15:10:33
When one reflects on the above description of Christmas seen with the eyes of the market as a profitable shopping season, one begins to grasp why the Puritans outlawed the celebration of Christmas in America, for a while anyway. In their overzealous Puritanism they wished to prevent the substitution of the Lord of the Universe incarnating itself and becoming man, with the idolatrous demiurge called “Market” and the proclamations of its angels named greed and profits, parading as material prosperity and the common good.

Of course, from a market point of view such a decree was misguided and unwise and Professor Czinkota and other devotee of the market forces as guarantors of the capitalistic flow and the exchange of “goods” would have vehemently opposed it; they would have argued that it might have retarded the economic take off and prosperity of a new continent. However, from a more religious or theological or spiritual perspective the Puritans had a valid point in the 17th century and would have even a more valid one today; in fact, I dare say that even a Plato, no Christian to be sure, would have counseled more attention to the Good and less focus on the goods, especially in this particular season. In fact, they would have considered the banalities on peace and refugees’ homelessness articulated at the end of this article as a sort of nobless oblige toward the millions of poor in this world, a valid and reasonable justification for abolishing Christmas altogether and instituting the yearly celebration of the Market. They would have regarded it more philosophically honest. That said, a Merry Christmas to all!

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