International Marketing Strategies: Culture and Globalization Report

This report delves into the significance of cultural factors in international marketing, examining their influence on organizational strategies as businesses expand globally. It begins by defining cultural factors and their impact on international marketing practices, highlighting aspects like eating habits, language, and regional values. The report further discusses the effect of globalization on these cultural factors, emphasizing how companies adapt to diverse markets and workforces. The study underscores the importance of understanding cultural nuances to develop effective marketing strategies, adapt promotional techniques, and foster client bases in different international markets. The conclusion reiterates the crucial role of cultural awareness in adapting packaging, promotional strategies, and overall international marketing success. The report also emphasizes the impact of globalization on the workforce diversity and the generation of new revenue streams.

Running head: CULTURE AND INTERNATIONAL MARKETING
CULTURE AND INTERNATIONAL MARKETING
Name of the Student
Name of the University
Author Note

1CULTURE AND INTERNATIONAL MARKETING
EXECUTIVE SUMMARY
The following report had focused on the development of the international marketing practices
that are employed by the business organizations while expanding into global markets. The report
opened with the discussion on the cultural factors that affect the organizations and proceeded to
discuss the impact of these factors on the organizational strategies. The report neared a
conclusion with the discussion on the impact of globalization on the cultural factors that affect
the international marketing.

2CULTURE AND INTERNATIONAL MARKETING
Table of Contents
Introduction..........................................................................................................................3
Cultural factors................................................................................................................3
Impact of cultural factors on international marketing.....................................................4
Impact of globalization on culture in international marketing........................................5
Conclusion...........................................................................................................................5
References............................................................................................................................7

3CULTURE AND INTERNATIONAL MARKETING
Introduction
The cultural anthropology refers to the study of all the aspects of the culture that is
prevalent within the given society. the cultural factors play a huge role in the development of the
international marketing as undertaken by the concerned organizations that have been active
within the international markets. The following paper sheds light on the importance of the
cultural aspects in the marketing on an international platform.
Cultural factors
The cultural factors that are present within the boundaries of a certain country are known
to affect the operations of various MNCs that have been expanding to the global markets within
the given country. The cultural factors that might affect the given business organizations refer to
the factors that are necessary for the day-to-day operations of the people who have been residing
in a particular society. These factors include the eating habits, the food, the lifestyle, the
conversational gestures and other such factors (Gillespie and Riddle 2015). These cultural factors
are observed to have been posing to be majorly important and have been affecting the
organizations of the international markets in greater aspects. The cultural factors that are present
within then given global market are known to affect the operations of the concerned companies
that have been expanding to the concerned area. In order to expand as well as develop a proper
client base within the global market, the concerned company might need to bring about slight
changes in the packaging as well as the promotional factors that are used in order to bring forth a
proper sale within the given country (Cheraghi and Schøtt 2016). A major example of this might
be cited in the lower use of the technology within the countries that are still developing. In order
to attract the clientele in these markets, the concerned company needs to adapt to the
technological factors that are present in the concerned global market. The other major factor that

4CULTURE AND INTERNATIONAL MARKETING
needs to be considered in this regard is the use of language (De Mooij 2015). The use of
language plays a significant role in the development of the various advertisements and other
promotional techniques that are implemented in case of the products that are presented within the
given market. The other major issue that is presented within the organizational promotional
techniques refer to the use of the translation that is done to help the concerned clientele get
familiarized with the product (Javalgi and La Toya 2018). However, the personnel responsible
for the translation should have a sound knowledge of the target language vocabulary in order to
produce meaningful as well as suitable translations for the concerned products.
Impact of cultural factors on international marketing
The operations of the various companies are greatly affected by the cultural factors that
are functional at the several global markets wherein the company might find a greater and a
proper expansion. The major factors that tend to impact the international marketing practices of
the concerned business organization are the use of the language, the food habits of the concerned
country wherein the company is planning an expansion as well as the regional values that are
followed within the concerned country (Cleveland, Laroche and Papadopoulos 2016). This can
be majorly observed in the Canadian market wherein the population of Quebec and Montreal that
have been speaking French is known to have been demonstrating the behaviors that have huge
differences with the English-speaking people who are present in the other parts of the country.
The other major cultural factor that have been affecting the international marketing activities of a
global organization refers to the age and the demographics that are related to the sales of the
products and the services that are offered by the company (Song et al. 2018). This might be
exemplified through the fact that the company would not be wanting to sell technological
products to the elderly population in a developing market.

5CULTURE AND INTERNATIONAL MARKETING
Impact of globalization on culture in international marketing
Globalization has been majorly observed to affect the multitude of the business
organizations that are active within the international markets. The international marketing
activities of an organization might refer to the activities like the outsourcing of the operations of
the company due to the cheaper nature of the labor market within the global market that has been
selected for the expansion purpose (Morschett, Schramm-Klein and Zentes 2015). The
globalization within the various industries has led to the development of the diversity within the
workforce of the organization. This has further helped in the improvement of the workplace
cultures that are present within the companies. The globalization of the given company further
refers to the factors that are useful in the development of the international workforce within the
organization there by increasing the diversity within the workforce of the company. The
expansion of the company in the international markets tend to help the concerned organization to
develop a greater amount of revenue which in turn would help in the development of the
organization in the future days (Samiee, Chabowski and Hult 2015). The globalization of the
organizations and the expansion of the organizations within the several global markets have, in
the developing countries, assisted in the development of the global workforce. The creation of
the global workforce also helps in the better opportunities of revenue generation both for the
concerned company as well as the concerned business organization. The inclusion of the
employees from diverse cultural backgrounds also helps in the generation of the innovative ideas
which in turn helps in the increase of the competitive advantage of the company in the given
market.

6CULTURE AND INTERNATIONAL MARKETING
Conclusion
Thus, from the above discussion, it might be inferred that the cultural factors do indeed
play a huge role in the practices of the international marketing of the various companies that
have been planning an expansion. In order to develop a proper global client base, the company
might need to change the packaging as well as the promotional factors for the increment of sales.

7CULTURE AND INTERNATIONAL MARKETING
References
Cheraghi, Maryam, and Thomas Schøtt. "Conceived globals: entrepreneurs' transnational
networking, across phases, and embedded in culture." International Journal of Business and
Globalisation 16, no. 3 (2016): 209-227.
Cleveland, Mark, Michel Laroche, and Nicolas Papadopoulos. "Global consumer culture and
local identity as drivers of materialism: an international study of convergence and divergence."
In Looking forward, looking back: drawing on the past to shape the future of marketing, pp. 479-
479. Springer, Cham, 2016.
De Mooij, Marieke. "Cross-cultural research in international marketing: clearing up some of the
confusion." International Marketing Review 32, no. 6 (2015): 646-662.
Gillespie, Kate, and Liesl Riddle. Global marketing. Routledge, 2015.
Javalgi, Rajshekhar G., and M. Russell La Toya. "International marketing ethics: A literature
review and research agenda." Journal of Business Ethics 148, no. 4 (2018): 703-720.
Morschett, Dirk, Hanna Schramm-Klein, and Joachim Zentes. Strategic international
management. Springer, 2015.
Samiee, Saeed, Brian R. Chabowski, and G. Tomas M. Hult. "International relationship
marketing: Intellectual foundations and avenues for further research." Journal of International
Marketing 23, no. 4 (2015): 1-21.
Song, Reo, Sangkil Moon, Haipeng Allan Chen, and Mark B. Houston. "When marketing
strategy meets culture: the role of culture in product evaluations." Journal of the Academy of
Marketing Science 46, no. 3 (2018): 384-402.