Advertisement

Journal of the Academy of Marketing Science

, Volume 3, Issue 1, pp 1–19 | Cite as

Canada: Obstacles and opportunities

  • Peter M. Banting
  • Randolph E. Ross
Article

Abstract

Although there are many similarities between Americans and Canadians, Americans should not assume that their attitudes, values and objectives are coincident with those of their northern neighbors. Neither should American marketers assume that their products, programs, policies and objectives, because they are successful in the United States, necessarily will appeal to Canadian customers. Rather, they should recognize that Canada is a unique market, made up of many distinctively different and consequently differentiable market segments, and that successful marketing in Canada requires at least recognition of, and frequently adaptation to, the unique characteristics encountered in the Canadian environment.

Keywords

Foreign Ownership Canadian Market Atlantic Province Cultural Nationalism Foreign Control 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Anderson, Ronald. 1974. “Public Spending.” Globe and Mail (October 17) B2.Google Scholar
  2. Banting, Peter M., Hall, Alan A., and Bauer, Eckard L. 1972. “Canadian Distribution is Different.” International Journal of Physical Distribution (February) 74.Google Scholar
  3. Banting, Peter M. 1973. Marketing in Canada. Toronto: McGraw-Hill Ryerson, 21.Google Scholar
  4. Bauch, Herbert. 1974. “Liberals Among Critics of Language Legislation.” Globe and Mail (May 22) 1.Google Scholar
  5. Bennett, Roy F. 1974. Facts and Figures of the Automobile Industry. Toronto: Motor Vehicle Manufacturers' Association. 6.Google Scholar
  6. Brisebois, Maurice. 1966. “Industrial Advertising and Marketing in Quebec.” The Marketer. (Spring/Summer) 10.Google Scholar
  7. Canada Year Book. 1973. Information Canada. Ottawa: The Queen's Printer. 214.Google Scholar
  8. Cotter, Nicholas. 1974a. “Do Canadian Ad Agencies Need Protection?” Globe and Mail (October 16) B5.Google Scholar
  9. Cotter, Nicholas. 1974b. “Intense Research felt Needed for French-Canadian Market.” Globe and Mail (October 16) B4.Google Scholar
  10. Cuneo, Carl J. 1974. “Education, Language and Multi-Dimensional Continentalism.” Canadian Journal of Political Science. (VII-3) 155–169.Google Scholar
  11. Dhalla, N. 1966. These Canadians. Toronto: McGraw-Hill Co. of Canada. 290–303.Google Scholar
  12. Farquharson, Duart. 1969. “French-Canadian Sweet Tooth is No Myth.” Hamilton Spectator (October 29) 6.Google Scholar
  13. Galbraith, John Kenneth. 1973. Economics and the Public Purpose. Boston: Houghton Mifflin Company. 140.Google Scholar
  14. Globe and Mail. 1974a. “Foreign Firms Gain Ground in Canada.” (October 22) B13.Google Scholar
  15. Globe and Mail. 1974b. “Magazine Revenue Rises 8.6% in First Nine Months.” (October 9) B4.Google Scholar
  16. Horowitz, G. 1970. “Conservatism, Liberalism, and Socialism in Canada: An Interpretation” in Kruhlak, Orest M., Schultz, Richard, and Pobihunshchy, Sidney I. The Canadian Political Process: A Reader. Toronto: Holt, Rinehart and Winston of Canada, Limited. 61.Google Scholar
  17. Levitt, Kari. 1970. Silent Surrender—The Multinational Corporation in Canada. Toronto: MacMillan Company of Canada, Limited.Google Scholar
  18. Litvak, Maule and Robinson. 1971. Dual Loyalty—Canadian/US Business Arrangements. Toronto: McGraw-Hill Co. of Canada, Limited.Google Scholar
  19. Mallen, B., et al. 1973. Marketing in the Canadian Environment. Scarborough: Prentice-Hall of Canada, Limited. 70.Google Scholar
  20. McCready, Gerald. 1972. Canadian Marketing Trends. Georgetown: Irwin-Dorsey Ltd. 52.Google Scholar
  21. Morton, W. L. 1972. The Canadian Identity. Toronto: University of toronto Press. Second Edition. 59, 85.Google Scholar
  22. Naegele, C. 1961. “Some Characteristics of Canadian Society.” Canadian Society: Sociological Perspectives, by Blishen, et al, eds. The Free Press of Glencoe, Inc. 21–34.Google Scholar
  23. O'Malley, Martin. 1974. “Metrification: Give'em an inch and they'll take 8/5 ths of a kilometre.” Globe and Mail (October 19) 4.Google Scholar
  24. Statistics Canada. 1970. “Daily Bulletin.” (Feb. 13) and Corporations and Labour Unions Returns Act Report for 1970. 16.Google Scholar
  25. Steele, J. and Mathews, R. 1970. “The universities; takeover of the mind.” Close the 49th Parallel, Etc., by Lumsden, I., ed. Toronto: University of Toronto Press. 170–178.Google Scholar
  26. TD Business and Economics. 1974. “Canada's Foreign Investment Review Act-Origins and Implications.” (August) 9.Google Scholar
  27. Thompson, Donald N. 1974. “Canada's New Competition Policy: Status and Outlook.” California Management Review. 16 (Summer). 93–103.Google Scholar
  28. Time. 1974. Canada Edition. (October 21) 16.Google Scholar
  29. Tucker, B. A. 1974. “Canada's Industrial Future.” Canada Commerce, 138 (July). 17.Google Scholar

Copyright information

© Academy of Marketing Science 1975

Authors and Affiliations

  • Peter M. Banting
    • 1
  • Randolph E. Ross
    • 1
  1. 1.McMaster UniversityHamiltonCanada

Personalised recommendations