Marketing across Cultures: A Critical Evaluation and Comparison

Marketing across
Cultures (CW1)
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Table of Contents
INTRODUCTION...........................................................................................................................3
CRITICAL EVALUATION............................................................................................................3
COMPARISON...............................................................................................................................4
RELEVANCE AND CONCLUSION.............................................................................................6
REFERENCES................................................................................................................................8
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INTRODUCTION
Every country cross culture differs in one or another way. Businesses market their products
and services in countries by analysing people culture, ethics, etc. It allows them to determine
cultural diversity (de Mooij and Beniflah, 2017). Cross culture marketing is concept of
comparing country culture from others across boundaries. It understands about culture of people
and how marketing can be done.
This report will discuss techniques such as Hofstede, Hall and hall and Wills in cultural
diversity. Also, it will compare cross culture of India and UK with Hofstede model. Moreover,
relevance of cross culture will be described.
CRITICAL EVALUATION
For a business it is essential to market products and services in different countries by
considering their culture. This is because every country culture is different. It depends on their
religious belief and social norms. From various technique cultural issues are identified.
Moreover, each model helps in identifying different elements of culture and society. There are
various approaches and models used by business to analyse cross culture. It gives insight to
determine their behaviour and how it influence on marketing. The models are described below :-
Hofstede model – this framework is used to identify cross cultural dimension. It shows effect of
society culture on people values (De Mooij, 2015). Also, it contains four dimensions on basis of
which culture is determined that are individualism, collectivism, uncertainty and power distance.
Through this, it is easy to differentiate between masculinity and femininity power. It is model
that aids to represent the culture independent preference for one state over another that
distinguish from each other. Therefore, country scores on type dimension is relative. Human and
simultaneously all are unique. In other words that can be stated that culture can be used
meaningfully with the help of comparison.
Hall and Hall – this model was developed by Edward T hall in which he stated different cultural
factors. Basically, he divided in into two that is high and low context factors which is explained
below :-
Low context- here, people take elements for granted.
High context- it this the elements help people to understand rules.
Time
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