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International Marketing Culture

   

Added on  2020-03-16

7 Pages1484 Words52 Views
Running head: INTERNATIONAL MARKETINGInternational MarketingStudent NameCourse Code
International Marketing Culture_1
1INTERNATIONAL MARKETINGIntroductionCulture is defined as the way things are done at any place. It is a very broad term whichincludes practices such as speaking, dressing, norms, values, eating, judgment and belief. Cultureis very dynamic and changes from one place to another (Bae and Mikyeung 2017). Every societyor a nation is imbibed by its own culture. In the same way, business practices and marketing arealso affected by the culture of a place. To do any marketing job a person or an organization hasto do in-depth study of the culture which is being practiced in the specific area. The flowingdiscussion is about the impact of culture in international marketing in which aspects of culturewhich impact the marketing trends will be illustrated.Major elements of Culture and their effect on international marketing practicesCulture is a subjective topic which contains every practice of day to day life of people inany country (Beugelsdijk, Sjoerd and Kendall 2017). Some of these major elements which havedirect impact on the international marketing are:Language:Language or communication which may be for writing or for speaking variesfrom place to place. Any word in one language can mean differently in another language.For a marketer, to sell its product, one must know the regional language of that place.Tone of speaking also matters in some languages which may be politely or offensivelyperceived by the local people (Sharma, Amalesh and Sourav 2017). Keeping a translatorfor the purpose can solve the problem but is a very costly affair. But with globalizationmany countries are getting comfortable in using English as their second language but stillthe impact of vernacular language is quite grave.
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2INTERNATIONAL MARKETINGReligion: It is another very powerful element of culture which determines consumerbehavior of a country. Religion regulates the type of clothes people wear, food they eat,social interaction, gender roles, working days gifts and marketing practices. Religiondefines the culture of a place that is why it is termed as the pillar of culture and customs.Social Institution: This element includes social organizations, political institutions andeducation system of a country (Rao-Nicholson, Zaheer Khan and Zaheer Khan 2017). Itdetermines the level of awareness among people and their open-mindedness towardsaccepting new products which are marketed. Any firm willing to market their products ina foreign country need to examine these factors. Material Life: It is a common belief that products of foreign country are valued morethan the indigenously produced goods. Imported products are a status symbol for manypeople who believe in materialistic life (Pantouvakis, Angelos, and Nancy Bouranta2017). This concept is directly related to economics which includes the tools, knowledgeand processes which people use to make products and value them. Standard of Living: Cultures where people like to have high standard of living and liketo purchase expensive and sophisticated goods are the best places to internationalmarketing (Pantouvakis, Angelos, and Nancy Bouranta 2017). Every company has somehigh end products which is their USP. These products can be advertised and marketed incountries like these where people life to maintain a high standard of living. Urban Culture: People living in urban cities and societies tend to use products whichsaves their time and effort of doing work such as cleaning, cooking and travelling.Comfort is their main agenda of life which may be in any form (Pantouvakis, Angelos,
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