Cross-Cultural Marketing: Traditional and Modern Techniques Report

This report provides a comprehensive analysis of cross-cultural marketing, focusing on traditional and modern techniques. It begins with an introduction to the concept of cross-cultural marketing and its importance, especially in regions like China and the United Kingdom. The main body evaluates key traditional techniques such as Hofstede's cultural model, Hall and Hall's cultural model, and Trompenaars' cultural model, comparing and contrasting their viewpoints. The report also explores the application of these techniques in different countries. The report includes a correlation and differentiation of key viewpoints, followed by recommendations for effective cross-cultural marketing strategies and their justification. The conclusion summarizes the key findings, emphasizing the significance of understanding and adapting to diverse cultural contexts for successful marketing campaigns. The report highlights the importance of selecting the most suitable cultural models for specific business needs and provides a comparative analysis of their application.

Across Cultures
Contents

INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Evaluation of the key traditional techniques of CAA..................................................................3
Correlation and differentiating of key viewpoints.......................................................................5
Recommendations and justification.............................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The marketing is a process through which an organisation creates an awareness about the
product or services offered by them. Marketing activities carried out by the organisation at
different region or countries are varied because of the different culture which is prevailing at that
particular country. Therefore to make the marketing activity effective the company has to form
different promotional and advertisements so that they can target the respective market
accordingly. This report puts the major emphasis upon the need for understanding the marketing
in cross culture. The region or the countries which are chosen in this particular report are China
and United Kingdom. This report discusses about the traditional and modern techniques along
with their comparison and differentiation. Apart from this the CAA activities and its importance
are also included.
MAIN BODY
Evaluation of the key traditional techniques of CAA
The cross cultural can be state as the comparison of the cultures of two different
countries. The cultures of the different countries are compared so that they may know about the
factors upon which these both cultures stand and are same or different from each other. The
organisation which are comparing the activities of the culture uses various techniques to perform
the comparison (Chen, 2017). Some of the techniques used by an organisation to differentiate
the culture form one another are as:
Hofstede's cultural model: This model was invented in year 1970 by Dr. Greet
Hofstede. Through these techniques the organisation could be able to differentiate the two
different cultures. According to the this technique the two cultures can be differentiated on the
bases of 6 elements. These six elements may include power distance Index, individualism versus
collectivism, ,masculinity versus Femininity, Uncertainty avoidance Index, Long term versus
short term orientation, and at last indulgence versus restraint.
According to Wu and Hou, 2020, the power distance index tells about the degree towards
which the minorities people accept the power which is unequally distributed. The basic purpose
of this index is the degree towards which the people of that country handles inequality. In
Individualism versus collectivism, individual refers to the degree towards which an individual is
self consumed within himself and towards his immediate family and collectivism refers to the

society in which the people takes care of their relatives also without any question upon loyalty.
In masculinity versus femininity, masculinity refers to society which is known for its
achievements, rewards for success and the like. Whereas the femininity refers to the culture in
society cares about the weak, focuses upon modesty and cooperation and the like. Uncertainty
avoidance Index refers to the degree towards which the society is uncomfortable towards the
uncertainty and inexactness. In short versus long term orientation the culture is differentiated
upon whether the goals of the nation focuses upon short term or long term. And at last in
indulgence versus restrained, indulgence refers to the society in which the organisation
concentrate upon giving the freedom to people of society for their gratified activities. Whereas in
the restrained society there are various norms which restricts the gratification activities of people
and proposes a strict rules and regulations.
This model could be used to differentiate the culture of a country (Faircloth and Gürtin,
2018). Through this model the various dimension from which the society can be taken could be
evaluated.
Hall and Hall cultural model: This model was developed by an anthropologist name T.
Hall who segmented the culture on the high and low context. As per Ferguson, Megehee and
Woodside, 2017, The components which are identified with high setting society are non verbal
correspondence, internal responses, solid bond among people, adaptable planning and so on Low
setting society shows external locus of control and others are accused for disappointment, the
responses are obvious, outer and outward, low responsibilities and so on . Key viewpoint of this
model is that it guides people to decide the high or low setting society in various nations which
depends on correspondence, duty, locus of control and numerous different variables.
Trompenaars cultural model: This model was portrayed by Trompenaars and Charles
Hampden Turner in year 1993 in their book. As per Chen, 2017, there are seven unique
components of it which are universalism versus particularise, independence versus
uniformitarian’s, explicit versus diffuse, unbiased versus full of feeling, accomplishment versus
credit, consecutive time versus coordinated time and inner bearing versus outside bearing. With
the assistance of every one of them contrast between two unique nations could be perceived.
The critical viewpoint for this model is that it can assist with understanding the manner
by which various societies could be embraced and investigate the reason for issue so that fitting
choice for its goal could be sorted out.

Correlation and differentiating of key viewpoints
Basis Hofstede's model Hall and Hall Tropmpenaars
Dimensions There are six unique
measurements in this
model which are power
separation file,
independence versus
cooperation, manliness
versus, womanliness,
vulnerability evasion file,
long versus momentary
direction, extravagance
versus limitation and so
on Every one of them
could be applied by
various countries as per
their necessities.
This model has two sub
parts high and low setting
society which are isolated
in various parts based on
correspondence, time,
duty, locus of control and
so on It is executed by
such countries where
culture is assessed in high
and low setting
(Miyamoto and et al.,
2018).
This model have seven
distinct components that
are universalism versus
particularism,
independence versus
uniformitarianism,
nonpartisan versus
emotional, explicit versus
diffuse, successive versus
simultaneous time, inner
versus outer bearing,
accomplishment versus
credit. While executing it
nations are needed to
ensure that every single
component is
concentrated to arrive at a
resolution with respect to
the reception of culture.
Country The Hofstede's social
measurements are
primarily utilized in UK
and the organizations
which are working
business there dissect all
the components of it and
afterward pick best
culture to execute.
To decrease the
multifaceted nature of
dissecting business
measures, in China this
model is actualized by
organizations to do all the
activities appropriately by
investigating high and low
setting of culture.
In a portion of the locales
of UK this model is
additionally executed to
ensure that correct culture
is followed at work
environment so
commitment level of the
apparent multitude of
representatives could be

Purpose for executing it,
is significant level of
precise outcomes.
expanded (Peretz, Fried
and Levi, 2018).
Suitability This model is appropriate
for all the associations
which are intending to
actualize a culture at
work environment to
achieve development.
This hypothesis could be
utilized by little scope
business as it can guide
them to dissect the way of
life in less time as contrast
with rest of the two
models.
To accumulate nitty gritty
and exact data from
various locales it very
well may be utilized by
organizations so that
fitting choices could be
taken.
From the above table it tends to be examined that the models which are depicted in the
above table are not the same as one another. Then again there is one similitude in them which is
that every one of them causes associations to examine the best culture which will suit their
business.
Recommendations and justification
In Current time it is significant for organizations to utilize powerful and proper culture
with the goal that representatives can work profitably. There are different kinds of CCA
procedures which are utilized in various nations to execute best culture inside the association.
These are Hofstede's social measurements, Hall and Hall social model and Trompenaars. In 21st
century it is fundamental for organizations to receive best reasonable culture so that staff
individuals could be propelled to perform properly. From all the hypotheses in 21st century the
organizations should utilize Hofstede's model of social measurements likewise with the
assistance of every one of its components associations will have the option to decide the best
culture which could be embraced by them to accomplish development in impending period. In
the greater part of the endeavors of UK this model is executed as it guides them to look at
changed components of it and afterward break down the way of life which is received by them. It
is additionally advantageous for the examination of issues which are looked because of improper
culture (Saucier, 2018). There are different components of this model which could be dissected
by organizations as per their necessities and beat the issues, for example, lower worker
commitment, diminished benefits and so on Explanation for this proposal is that this model can

assist with deciding the change which is needed in hierarchical culture with the assistance of
appraisal of various components of it.
CONCLUSION
From the above undertaking report it has been presumed that while evaluating society of
various nations it is significant for people to consider various models which are Hofstede's, Hall
and Hall, Trompenaars. From every one of them organizations can execute the best reasonable
strategy at their work environment in 21st Century with the goal that all the tasks could be acted
in deliberate way.

REFERENCES
Books and Journals
Chen, S., 2017. Come Buy, Come By”: Miscommunication across Culture, the Imagined Market,
and Colonialism in" Goblin Market. ENG 435: Making Nineteenth-Century Literary
Environments.
Faircloth, C. and Gürtin, Z. B., 2018. Fertile connections: Thinking across assisted reproductive
technologies and parenting culture studies. Sociology. 52(5). pp.983-1000.
Ferguson, G., Megehee, C. M. and Woodside, A. G., 2017. Culture, religiosity, and economic
configural models explaining tipping-behavior prevalence across nations. Tourism
Management. 62. pp.218-233.
Miyamoto, Y., and et al., 2018. Culture and social hierarchy: Self-and other-oriented correlates
of socioeconomic status across cultures. Journal of Personality and Social
Psychology. 115(3). p.427.
Peretz, H., Fried, Y. and Levi, A., 2018. Flexible work arrangements, national culture,
organisational characteristics, and organisational outcomes: A study across 21
countries.Human Resource Management Journal. 28(1). pp.182-200.
Saucier, G., 2018. Culture, morality and individual differences: comparability and
incomparability across species.Philosophical Transactions of the Royal Society B:
Biological Sciences. 373(1744). p.20170170.