International Marketing Leadership

This assignment examines the importance of cultural sensitivity in international marketing. It analyzes how companies can develop marketing communication campaigns that resonate with culturally diverse audiences and how advertisements can influence cultural-specific values.

INTERNATIONAL MARKETING
LEADERSHIP

Table of Contents
QUESTIONS...................................................................................................................................1
Analysis of developing marketing communication campaign that hinge on cultural-specific
values...........................................................................................................................................1
Advertisement that influence cultural-specific values................................................................1
REFERENCES................................................................................................................................3

QUESTIONS
Analysis of developing marketing communication campaign that hinge on cultural-specific
values
Culture has a huge impact on marketing strategies. The whole world economy is
dependent upon cultural values, beliefs, thoughts and ideas of people. Various nations have their
own language and traditions which are all different from each other. Like American culture is
varied from Indian customs. Many a time it might happen that several advertisements or brand
may rule the western market but is total flop in east side of world. Consumer purchase decision
are often based on cultural norms and traditions (De Mooij, 2015). They are highly influenced by
products that do not harm their sentiments and beliefs. Organisation should be engaged in
making commodities which are according to demands and needs of customers. They should also
develop product that enhances one's tradition.
Marketing communication campaign that hinge on cultural-specific value will be more
important in the future. This is because it has been seen in history that most of company has
gained success due to cross culture marketing. For instance, Coca-Cola was not able to set its
market in South Korea as they were unable to understand the dimensions of country. Researchers
were hired by company to increase the sale of product. It helped them in bringing creative and
innovative ideas in process. They increased their brand value by involving domestic audience
into messages of advertising (Demangeot, Broderick and Craig, 2015). Social media platform
was used by them to know about the culture and beliefs of people residing over there. Thus, to
increase profit in future company needs to design goods which meets the cultural aspects of
individuals.
Advertisement that influence cultural-specific values
As, it is known culture impacts every activity done by organisation. Marketing of
products and communicating to consumers should be done in a proper and systematic way. If
these methods are not followed by companies it might hinder their growth. Brand value of
organisation is also affected by it. For fulfilling needs and demands of consumers, industries
must critically analyse the human nature, personality and cultural aspects of whole population of
country (Skarmeas, Zeriti and Baltas, 2016). For example, a recent advertisement shown by
Nike where it has focused on all the traditional aspect of countries like USA, India, China and
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United- Kingdom. Company has divided their marketing strategies on basis of demands and
needs population of various regions. For example, advertisement shown in India is purely based
on innovative and creative techniques. They also lay emphasis on traditions followed by Indian
consumers such as offering huge discount on festive occasions (Samaha, Beck and Palmatier,
2014). Nike also have expanded their market share in United Kingdom. For instance, in recent
advertisement they are engaged in promoting cultural aspects of country. They have shown
single man and woman with slogan that boy second and ladies first also shows that industry lay
emphasis on growth of female sector (When Does Culture Matter in Marketing, 2017). This
campaign influences the participation of woman in every activity taking place in country. It laid
a huge impact on country's religion and value. More people were seen in buying products of
organisation.
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REFERENCES
Books and journals
De Mooij, M., 2015. Cross-cultural research in international marketing: clearing up some of the
confusion. International Marketing Review.32(6). pp.646-662.
Demangeot, C., Broderick, A.J. and Craig, C.S., 2015. Multicultural marketplaces: New territory
for international marketing and consumer research. International Marketing
Review. 32(2).pp.118-140.
Samaha, S.A., Beck, J.T. and Palmatier, R.W., 2014. The role of culture in international
relationship marketing. Journal of Marketing.78(5). pp.78-98.
Skarmeas, D., Zeriti, A. and Baltas, G., 2016. Relationship value: Drivers and outcomes in
international marketing channels. Journal of international marketing. 24(1). pp.22-40.
Online
When Does Culture Matter in Marketing. 2017. [Online]. Available through:
<https://www.gsb.stanford.edu/insights/when-does-culture-matter-marketing>
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