Marketing across Cultures

Marketing across Cultures
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Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Critical evaluation of the key perspectives of key traditional cross cultural analysis
techniques...............................................................................................................................3
2. To compare and contrast these key perspectives................................................................5
3. Justified conclusions about relevance today of Cross Cultural Analysis techniques and
recommendations for utilization of these techniques in 21st century.....................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
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INTRODUCTION
Cross cultural marketing includes advertising to individuals in particular cultures and
appealing to personal interests all across the cultures. Marketing across cultures examines the
way multinational organisations can appreciate as well as adapted to International diversity
(Khlif, 2016). Cross cultural examination is the utilization of data collected through
anthropologists concerning the characteristics and customs of diverse individuals throughout the
globe to test hypothesis concerning behaviour of human. This report evaluates the cross-cultural
analysis techniques which are used to analyse the different cultures. Apart from this, it compares
and contrast the key techniques and a justified conclusion about relevance of cross cultural
techniques is provided along with the recommendations for use of techniques in 21st century
(Minkov, and et. al., 2017).
MAIN BODY
1. Critical evaluation of the key perspectives of key traditional cross cultural analysis techniques
Hofstede’s Cultural Dimensions Theory: It is the approach which is developed by Greet
Hofstede which is utilised to understand the culture differences across nations and discerns ways
business is operate across distinct cultures. Six categories are identified in this model which
defines the cultures. Power distance index is the first dimension that considers the degree to
which Power and inequality are tolerated. High power distance index demonstrates that the
culture of the country accepts power differences and inequity, show high respect for authority
and rank and encourage bureaucracy (Vasile, 2016). Whereas, low power index depicts that
individuals struggle to equalize power distribution as well as reasoning for power inequalities.
The second dimension is individualisms and collectivism. The Individualism is the inclination
for loosely knit social model where people are anticipated to take care of ownselves as well as
their families. Whereas, collectivism depicts preference for tightly knit model in society where
people expect their relatives or specific group members to look after them in turn for
wholehearted loyalty (Laitinen, and Suvas, 2016).
The third dimension is masculinity versus femininity in which masculinity depicts
preference in society for assertiveness, accomplishment, heroism as well as material rewards for
success. Opposite to this, femininity depicts cooperation, preference for modesty, caring and
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