Under The Guidance of Ankur Rastogi

Under The Guidance of Dr. Ankur Rastogi.
Session 2014 - 2016
Different Culture Leads To Different Marketing and
Business.
A DISSERTATION PROPOSAL SUBMITTED TO COLLEGE OF MANANAGMENT AND
ECONOMIC STUDIES (U.P.E.S),DEHRADUN IN PARITIALFULFILLMENT FOR THE DEGREE OF
MBA (INTERNATIONAL BUSINESS)

Submitted By -:
Mushir Alam.
SAP Id: 500035082
Enrollmentnumber: R740214003
MBA InternationalBusiness2014-16
College of Management& Economic Studies, UPES (Dehradun)
Declaration -:
I Mushir Alam hereby declare that the work presented in this dissertation report is a
original work carried out by me under the guidance of my mentor Dr. Ankur Rastogi and
has not been submitted anywhere else for any degree.
During the preparation I have taken references from various sources.
The Derail of the sources have been mentioned in the references.
This report is submitted as a partial fulfilment of the requirement of M.B.A.
(International Business) of College of management and Energy Studies, University Of
Petroleum and Energy Studies, Dehradun.
Date __ / __/ ____

MushirAlam
M.B.A.(InternationalBusiness)
C.O.M.E.S
U.P.E.S
Dehradun
To Whom It May Concern -:
This is to certify that Mushir Alam perusing his M.B.A. (International Business)
Final Year, has successfully completed his dissertation report.
The report named as “Different Culture Leads to Different Marketing and
Business” is a bona-fide work carried out by him. As his mentor, I have approved
this project to be submitted to the University as a partial fulfilment of Masters of
Business Administration Degree.
I wish him all the very best for his future.
Date - __ / __ / ____

Dr. Ankur Rastogi.
Assistant Professor.
M.B.A International Business
C.O.M.E.S
U.P.E.S
Dehradun
Acknowledgement -:
With immense pleasure I would like to take this opportunity to place on record that the
Dissertation report on topic named “Different Culture leads to different Marketing and
Business” has been completed.
I owe debt to people who helped me in preparing this report, I express my sincere and
profound gratitude to them for their constant support, help, guidance, supervision and
timely suggestion to help me shape the project.
I would like to thank my mentor Dr. Ankur rastogi (C.O.M.E.S) /U.P.E.S. (Dehradun)
He constantly helped me in preparing the report. He also helped in understanding the
topic as well.
I would aslo like to thank Dr. Prasoon Dwivedi , HoD of M.B.A (International
Business)/ Dr. Hiranmoy Roy /Prof . Naveen Pandey / Prof. Neeraj Kataria who gave me
the guidance required this project.
Thanks to Social Networking Era.

Finally, I would like to thank to my parents, collogues, and friends who supported me in
finalizing the project report.
Mushir Alam.
Contents -:
1) Introduction -:
2) Need oftheStudy.
3) Literature Review & Finding.
4) Analysis.
5) Objective and Scopeof Study.
6) Research Gap /Research Methodology /Research Problem.
7) Analysis
8) MajorFinding /Suggestion & Conclusion
9) Reference.

Introduction -:
Cross – Culture marketing management leads to different type of marketing and business
both domestically and globally. Different culture leads to different marketing and
business between two or more regions, countries and nations beyond their political
boundaries. Usually, marketers undertake such tradition and culture for business and
marketing aspect
International marketing comprises of different Culture and tradition and all types of
religion, language, taste and preferences. It leads to cross –culture management and

different type of marketing amd business both domestically and globally. Different
culture leads to different marketing and business between two or more regions, countries
and nations beyond their political boundaries. Usually, marketers undertake such tradition
and culture for marketing aspect both domestically and globally.
Culture – Ways of living, built up by a group of human beings that are transmitted from
one generation to another.
“Culture is the collective programming of the mind that distinguishes the members of
one category of people from those of another.”
- Geert Hofstede
Hofstede’s cultural dimensions:
 Power Distance
 Individualism / Collectivism
 Masculinity
 Uncertainty Avoidance
 Long-term Orientation
On the basis of the above given context, It stratifies that how culture is effecting
marketing and business domestically and globally.
Marketing is a form of communication between you and your customers with the goal of
selling your product or service to them. Communicating the value of the product or
service is a key aspect of marketing.
Cross‑cultural marketing is international marketing on a personal level. It means
considering cultural differences when planning marketing campaigns and media;
realizing the need for a balance between localization and globalization; and most
importantly, implementing strategies that respect differences while seeking to unify brand
messages.
Cross – Cultural Management -: Knowing how to assess the impact of culture –
whether national institutional, or other – wise – on performance.
Dimensions of Culture Before Entering In a Market -:

Core Features of Culture -:
Market
Your
Country
Market
Your
Company
Market
Your
Product

Controllable and Uncontrollable Variables Related To Culture In
International Marketing -:
Uncontrollable Variables in domestic and
international Environment
Controllable Variables (Firm Characteristics)
Political System Product
Demographics Price
Legal System Place
Geography Promotion
Infrastructure Research
Economy
Competitive Forces
National Culture
Structure of distribution System
Level of Technology
Culture
Artifacts -
Art,Literature,Drama,
Music
,Architecture,Educatio
n
Political & Legal
System
Manegerial Practices
Core values &
Tradations including
kinship ,Patterns ,
Paenting , Gender Roles
, Social conduct &
Relegion
Dietry Health & Medicl
System

National Influence on Culture and Marketing -:
Culture nd
Marketing
History
Geography
Demographics
Political and
Legal System

Interacting spheres of culture at work place in marketing and
Business-:

Cross Cultural Marketing (Points amarketer to keep inMind) –:
(a)Who Purchases (Decision Maker)
(b) Where do they purchase.
(c)How they Purchase (Process Followed)
(d)Why they Purchase (Reason)
(e)What They Purchase (Product)
Culture at a Work Place -:
National
Culture
Corporat
e
Culture
Industr
y
Cultur
e
Professi
onal
CultureFunctio
nal
Cultur
e

Culture and Negotiation in marketing and Business -:
Negotiation framework -: Cultural Variables -:
1) Basic Model -: Significance of issues. a) Focus on task and relationship
b) Distributive Vs. integrative approach.
2) Role of the individuals in the negotiating team. a) Individual aspirations Vs. Communitarian
approach.
b) Decision - Making process – Consensual or
authoritative.
c) Selection of negotiators.
3) Interaction During Negotiation. a) Attitude to time – Monochronic Vs.
Polychronic.
b) Attitude to Risk – Risk averse or open to risk
taking.
c) Basis of trust – Threat of sanctions; partner’s
reputation; intuition, shared experience.
4) Perspective of process of negotiation. a) Protocol – Formal or informal.
b) Communication style – High context or low
context.
c)Persuasive Tactics -:
1) Emotion / Intuition.
2) Logic / Reasons / Facts.
3) Tradition.
5) Negotiation Outcomes. Preference for written agreement or implicit
agreement.

Influence of culture on context and style of negotiation -:
Elements ofculture:
Material life
Language
Social interaction
Aesthetics
Religion
Content
and style
of
negotiati
on.
National
Culture.
Individual
Personality.
Organisatio
nal
Culture.

Education
Value system
Note -: Culture has a purpose, it’s not just a show.
Note -: Culture = Asset (In Marketing and Business)
Factors influencing HRM on the basis of culture in
marketing and business -:
International
HRM
strategies.
Economic
development;leg
al
system;political
system.
Type of industry
;Organisational
culture.
National
culturesof
parrent and
subsidy.

Cultural influence on training in marketing and business -:
Cross – cultural training has been found to be the key to expatriate success in marketing
and business.
Cross – cultural training has two specific goals -:
1) To help expatriates be effective in their foreign assignments as quickly as
possible.
2) To minimize adjustment problems the expatriates and their families may face in
their new environment and on their return to their home country.
Types of cross – cultural training in marketing and business -:
1) Information or fact oriented training – The trainees are given books, videos,
lectures and other information on their new assignment location in marketing and
business.
2) Attribution training - The trainees learn the norms and values in their host
countries. These type of training help the trainees understand why host nationals
behave they do. Trainees can also learn how to adopt their behavior to the norms
of the new country in marketing and business.

3) Cultural awareness training – The trainees learn about the values, attitudes and
behavior in their own culture and the host country culture. This helps the trainees
increase their self – awareness and “cultural intelligence” when they live in
another country for marketing and business.
4) Experiential learning training - The trainee is expose to the host countries
through experiences. These experience can include visits to the host country, role
– plays, and other cross – cultural simulations.
Cultural influence on motivation in marketing and Business -:
Motivation can be defined as the process that accounts for an individual‘s intensity.
The process of motivation is universal, but culture influences the motivating factors and
individual goals in marketing and business.
What workers around the world want from work (marketingand
business) -:
Country What workers consider important
U.S Money , Personal recognition , promotion
Japan Respect and power ;Group harmony
Latin America Family considerations , ;respect; job status; good personal life

China Extrinsic rewards; harmony; group affiliations; loyalty from superiors
Africa Respect; rewards should take needs into account
Russia Extrinsic rewards; loyalty from superior
India Extrinsic rewards; good relations with superiors
Sweden autonomy
Hofstede’s four dimensions of culture and motivation -:
Dimensions Affect on motivation
Power Distance In high power distance cultures, the relationship between their subordinates and
their boss is a motivating factor.
In low power distance cultures, people are more motivated by teamwork and
relations with their peers.
Individualism In high individualistic countries, people are motivated by opportunities for
individual advancement and autonomy.
In collective cultures, motivation works through appeals to group goals and
support.
Masculinity In masculine culture, employees are comfortable with traditional division of
work and roles. Money is an important motivator.
In feminine culture, people are more flexible about roles, quality of work life is
an important motivator.
Uncertainty Avoidance People in strong uncertainty avoidance cultures are motivated by job security.
People with weak uncertainty avoidance are motivated by risk opportunities,
variety, and fast track avoidance.
The above given dimension play an important role in marketing and
business and creates animpact on the people involved in marketing and
business.

Need of the Study -:
This study is mainly related to the study of the various culture and diversity. It is related
to know how culture is affecting the marketing and business in the new marketing era. I
would be identifying how culture is creating a variance between marketing and business.
In this study I would analyze how culture is affecting the marketing of products and
business.
This topic reflects a fair competition and the business diversity due to involvement of
culture in various sector Ex. Automobile, Alcohol, Clothing etc.
Culture affects Marketing and Business domestically and globally.

Literature Review and Finding -:
S.No. Literature Review Findings.
1) Why Do Brands Cause Trouble? A Dialectical
Theory of Consumer Culture and Branding.
By - Dogulas B. Holt
Journal of Consumer Research
Vol. 29, No. 1 (June 2002),
Published by: Oxford University Press
Stable URL:
http://www.jstor.org/stable/10.1086/339922
1) Impact on the Human Nature /Anti –
Brand sentiment of the Western culture
and other countries.
2)Social Phenomena
3) Cultural Ethnographic.
4)Teenage Preference
5)Customer Action
2) What Impact Does Culture Have on Market
Strategy and Segmentation?
By Stan Mack, A business writer specializing
in finance, business ethics and human
resources. His work has appeared in the
online editions of the "Houston Chronicle"
and "USA Today," among other outlets. Mack
studied philosophy and economics at the
University of Memphis
1) Segmentation Of Market.
2) Selling power per dollar spent on
marketing.
3) Market Potential Targeting the
teenagers.
4) Street Promotion.
3) When Does Culture Matter in Marketing?
Research that explores the circumstances
under which culture influences consumer
purchasing decisions. Regarding "Welch’s
grape juice”(Between Asian –American and
Anglo -American )
November 1, 2005 | by Alice LaPlante
1) Global Marketing.
2) Cultural Difference in International
Marketing.
3) Culture Vs. Personal Knowledge.
4) Consumer Judgment.
4) What Impact Does Culture Have on Market
Strategy and Segmentation?
By George Boykin, Demand Media
1) Culture is a pervasive descriptor that
helps to define market segments.
2) Culture is to market segments as
market segments are to marketing
strategies.
3) Culture influences Consumer Behavior.
5) The role of culture and purchase motivation in
service encounter evaluations.
Authors (Jan‑Benedict E. M. Steenkamp)
(Tilburg University, The Netherlands)
1) Role of culture and purchase
motivation in influencing consumer’s
evaluations of services.
2) Contrast Asian and Western travelers.

Citation -: Jan‑Benedict E. M. Steenkamp,
(2001) "The role of national culture in
international marketing research",
International Marketing Review, Vol. 18 Iss:
1, pp.30 44)
3) Culture‑based biases in the evaluation
process might depend on the consumers’
purchase related goals.
4) The Ritz‑ Carlton hotel advertisements
in Asia emphasize respect for tradition
and wisdom even as the hotel embraces
the future
5) To summarize, Western and Asian
cultures exhibit dichotomies in two basic
dimensions:
(1) Communication context; and
(2) Power distance.
6) The Changing Role of Marketing in the
Corporation.
Frederick E. Webster, Jr.
Journal of Marketing
Vol. 56, No. 4 (Oct., 1992), pp. 117
1) Culture Influence on Partnership and
Business.
2) Impact On Buyer Seller Relationship.
3) Impact On M&A / Acquisition /
Corporate Culture
7) The Influence of Culture on marketing and
advertisement to multi-cultural consumer.
By Neelen Leslie (Florida State University)
1) Culture’s Influence in Marketing to the
multicultural consumer.
2)Americanization
8) The role of national culture in international
marketing research.
Author(s) - Jan‑Benedict E. M. Steenkamp
(Tilburg University, The Netherlands)
Citation - Jan‑Benedict E. M. Steenkamp,
(2001) "The role of national culture in
international marketing research",
International Marketing Review, Vol. 18
Iss: 1, pp.30 44
1) Role Of National Culture in Marketing.
2) Relationship between the individual
and the group
3) Social inequality;
4) Social implications of gender
(Masculine and Feminine)
9) The Effect of a Market Orientation on
Business Profitability.
John C. Narver and Stanley F. Slater
Journal of Marketing
Vol. 54, No. 4 (Oct., 1990), pp. 2035
1) Impact of culture on Business
Profitability.
2) Culture Influences Business
Performance.
10) The role of culture and purchase motivation in
service encounter Evaluations.
Authors - Anna S. Mattila (Assistant
Professor, School of Hotel, Restaurant and
Recreation Management, Pennsylvania
1) The role of culture and purchase
motivation in influencing consumer’s
evaluations of services.
2) Culture‑based biases in the evaluation
process might depend on the consumers’
purchase related goals.

State University, University Park,
Pennsylvania, USA)
Citation - Anna S. Mattila, (1999) "The role
of culture and purchase motivation in service
encounter evaluations",
Journal of Services Marketing, Vol. 13 Iss:
4/5, pp.376 389
3) Cultural impacts of services.
4) Culture provides the framework for
social interactions, the social rules and
customer expectations.
11) Organizational Culture and Marketing:
Defining the Research Agenda
Rohit Deshpande and Frederick E. Webster,
Jr. Journal of Marketing
Vol. 53, No. 1 (Jan., 1989), pp. 315
Published by: American Marketing
Association
DOI: 10.2307/1251521
Stable URL:
http://www.jstor.org/stable/1251521
Page Count: 13
1) Impact of organizational culture on
marketing Concept.
12) The influence of culture on marketing
communications: critical cultural factors
influencing South African and German
businesses.
Marcel Schnalke (South Africa), Roger B.
Mason (South Africa)
1) Understand the influence of national
culture on marketing communications
between South African and German
businesses.
2) Different culture has different
marketing Styles.
3) Different elements of culture do have
an effect on marketing communications.
4) Culture has clear and noticeable
influence on International marketing and
marketing communication.
13) Marketing culture and marketing
effectiveness in service firms.
Author - Cynthia Webster (Professor of
Marketing at Mississippi State University,)
Citation - Cynthia Webster, (1995)
"Marketing culture and marketing
effectiveness in service firms", Journal of
Services
Marketing, Vol. 9 Iss: 2, pp.6 21
1) importance of the marketing culture of
a service firm by pinpointing the strength
of its association with marketing
effectiveness
2) Corporate culture and effect on
marketing.
14) Culture As Competitive Advantage For
Marketers.
By Rob Fields, an award winning marketer
1) Impact of culture in building Brands.
2) Culture is the one thing that enables
marketers to create greater engagement,
relevance and grow their business.
3) Brands never speak directly to
consumers or customers. It’s always
through the medium of culture.

4) Culture is the medium through which
all communications travels, and it’s what
complicates marketers’ efforts.
5) Culture acts as a business driver.
15) Culture‑specific Marketing Communications:
An Analytical Approach.
Author - Sudhir H. Kale
Citation - Sudhir H. Kale, (1991) "Culture‑
specific Marketing Communications: An
Analytical Approach", International
Marketing Review, Vol. 8 Iss: 2
1) Cultural factors have tremendous
impact on cross‑national communication.
2) Impact of culture in promoting
international market.
16) Cultural Influences on Marketing Strategies.
By - by Janet Hunt, Demand Media
1) Impact of culture on Product
diversification, growth and demand of a
product on a global level.
2)Cultural influences in introducing new
product in the society
Analysis -:
Analysis of impact of culture business negotiation, product adaptability and dressing in
different countries.
Category Middle East (Islamic
Countries)
Non –Muslim Countries Countries Having Western
Culture/Americanization
Income Income Level
500000INR
Income Level
500000INR
Income Level
500000INR
Food Adaptability Pork (Food) –
Adaptability 0%
Beef (Food)
Adaptability50 %
{Health Issue} and
occasionally.
Beef (Food) – A Kind
Of.
Pork (Food) –
Occasionally and health
Issue
Beef (Food) – A Kind Of.
Pork (Food) –Occasionally
and health Issue.

Beverage Adaptability Alcohol (Beverage) –
Adaptability- 0%
Depends on occasion -
10 %
Alcohol
(Beverage)Adaptability -
Yes
Health Issue – 50 %
Occasionally – 90 %
Alcohol
(Beverage)Adaptability - Yes
Health Issue – 30%
Occasionally – 96%
Dress Adaptability Abaya (Dress) – Yes
Sindoor - No
Sindoor (Tradition)
Hindus – Yes
Christians – As A
fashion.
Abaya (Dress) – Occasionally
Sindoor – Occasionally
Christians use Sindoor as a
Fashion.
Health Issue Abortion (Medical ) –
Totally Banned
Abortion (Medical) – As
Per Law.
Ex – Four Countries in
Latin America (Chile
Dominican Republic , El
Salvador and Nicaragua)
Depends But Not Banned
Employment Issue Women Employment-
Very Less or not In
Middle East (Saudi
Arabia)
Follow “Sharia” (Islamic
Law)
Women Employment-
Much or equality to Men
Or Women in western
countries
Women Employment-
Depends On the Qualification
/Or equality
Business Negotiation Business Negotiation-
Much Participation Om
Male in compare to
Women
Business Negotiation-
Or Women in western
countries
Business Negotiation-
Equality Between Men And
Women /Depends On
Qualification.
Social Issue Social Responsibility-
Much to male in Middle
East countries
Social Responsibility-
Or Women in western
countries
Social Responsibility-
Equality Between Men And
Women /Depends On
Qualification.

Role of Culture in International Business -:
1) Walt Disney In Paris -:
1992 – The Walt Disney Company, One of the world’s leading media and
entertainment conglomerates, open a new theme park named Euro Disney in Paris. It
is designed to be the biggest and the most lavish Disney theme park in world.
ImpactOfcultureonIndianMarket -:
Western Culture and
Americazization
Tradation and ethincs
Domestic
Lower Domestic culture

1994 – Euro Disney incurred a loss of $ 900 million since its opening, Euro Disney
renamed its name as Disneyland Paris. Many changes introduced. Fluctuating
financial performance continues.
2005 – Disneyland Paris on the verge of bankruptcy. Walt Disney studios, the newest
addition to Disneyland, is a flop. The French government rescues Disneyland with a
financial package.
2008 – Disneyland shows its first profit in years.
Major contributor in Disney’s poor performance in France – Lack of sensitivity
of French and European culture. Imposition of the American way in Disneyland,
Paris.
2) Wal –Mart in Germany.
1997 – The world’s largest retailer wal –mart enters Germany by acquiring 21 hyper
mart stores from Germany retailer Wertkauf.
1998 – Wal –Mart continues its expansion in Germany by acquiring 74 more hyper –
mart stores from German retailer Interspar.
2002-Trade unions stage a walk – out from Wal –Mart’s German stores, creating bad
publicity. Wal –Mart employees in Germany go on a two –day strike. German
Supreme Court declares that Wal – Mart has to give up its strategy of selling below
cost. Wal -Mart accused of violating the German commercial Act by not publishing
financial date on its operations in Germany. Wal –Mart incurs a loss of $ 108 million.
2005 – The CEO of Germany’s biggest retail store comments Wal Mart can’t simply
appy its home – market principles to the German market.
2006 – Wal –Msrt announces its closure of its operations in Germany
Major contributor to Wal – Mart‘s failure in Germany – Lack of sensitivity to
German’s culture and imposition of the American way in Wal –Mart ,Germany.
3) The Daimler –Benz Chrysler Merger.
1998 –EU ‘s European commission and US’s Free Trade Commision approve the merger
of the German Auto company Daimler – Benz AG and the US auto Company
Chrysler.Daimler Chysler Stocks start trading on 21 stock exchanges.

2001 –Chysler reported losing $ 1.4 billion; US management team is removed.
2003 –Chrysler turnaround by Dr.Dieter Zetsche , CEO of Chysler ,does not
work.Daimler Chysler is fighting expensive lawsuits (because of post –merger losses)
against Kirk Kerkorian,Chrysler’s largest individual shareholder , and the Tracinda
Investment group.
2004 – Loss Continue.
2007 – Daimler Chrysler sells Chyrsler to a private equity firm in New York.The name
Chrysler is dropped and Daimler Chyrsler is renamed Daimler AG.Dr.Dieter Aetsche is
appointed the president of Daimler AG.
Major Contributor To The failure of the Daimler – Benz Chrysler merger – Imposition Of
the German way on Chysler.Lack of integration of the company and national company in
new transitional corporation.
Analysis of Product, Business etc. on the basis of culture.
1) When Does Culture Matter in Marketing?
We need a computer or a network access to satisfy our needs.
For example, in a pilot study, Anglo and Asian American students at a California
university with an ethnically diverse population were asked to view advertisements for
Welch's grape juice. Some participants were instructed to give their immediate reactions
to the advertisements, while others were told to think more carefully before evaluating
the effectiveness of the ads.
Cultural biases influence purchasing behavior when information is processed in a cursory
and spontaneous manner.
Half of the ads were "promotional" in their appeal. That is, they focused on the benefits
that could be gained by drinking the juice — e.g., "Welch's grape juice can lead to higher
energy levels, is great-tasting as well as energizing, and is fun to drink." The other ads
had "preventive" appeals:

They highlighted problems that could be avoided by drinking Welch's — e.g., "Welch's
grape juice can reduce the risk of some cancers and heart disease, helps keep arteries
clear so that blood can flow freely, and is healthy to drink".
The results were instructive. When participants gave their immediate reactions to the
advertisements, Asian American participants heavily favored the preventive messages;
Anglo
Americans had the opposite reaction, rating the promotional messages as more effective.
This tallied with the researchers' theories that Americans, who value achievement,
accomplishment, and independent thinking, would focus on the positive consequences of
their purchasing decisions. On the other hand, Chinese subjects, who tend to value
protection and security, and have more interdependent ways of viewing the world, were
expected to concentrate on the negative consequences of their actions or decisions. All
this bore out when subjects gave only a cursory glance at the ads.
This research has important implications for brand and global marketing efforts by
consumer
2) UNDERSTANDING the value and impacts of cultural experience -:
Prepared for arts council England by JOHN D. CARNWATH and ALAN S. BROWN.
The Main focus of this activity is he individuals who experience the cultural work. It does
not include impacts received by individuals who did not experience the programme or
activity, such as a spouse who is indirectly affected by their partner’s cultural experience,
or members of a minority group who take pride in the fact that a museum exhibition
allows their collective
3) Relationship Marketing, Gender, and Culture: Implications for
Consumer Behavior,
By Kara A. Arnold, Queen=s University
Constanta Bianchi, Queens University
This paper presents a conceptual framework that proposes gender identity and culture as
variables that impact on the success of a relationship marketing strategy when dealing
with business to consumer relations. A number of authors have suggested that firms
should adopt both transactional and relational strategies for different customers (Berry
1995; Anderson and Narus 1991). This approach would indicate segmentation based on a
relational/transactional continuum. How would a firm determine which customers are
more relational (and hence presumably more positively inclined towards engaging in
relationships) than others? The framework presented suggests that two variables that have
an important influence and have not been examined in the literature are gender and
culture. Propositions for future research are suggested. This paper has proposed to direct
relationship marketing tactics to customers on the basis of how likely they are to be
relational. How relational they are will depend on their biological sex and/or their gender

and also on their cultural orientation. The proposed relationships discuss the theory
behind the possible associations that seem reasonable given previous research. Areas for
future research include empirical testing of our propositions as well as a delineation of
when each of these influences will be operative. For example will gender be the
overriding factor determining relational orientation or will culture? Will there be an
interaction between these factors? Which cultural dimensions will have a greater impact
on relational behavior? If a person with a feminine gender identity is from a masculine
culture which will dominate?
4) Telecommunication -:
Cellphone Manufacturers Company like NOKIA, SAMSUNG, MOTOROLA have
variance in the keypad structure of the cellphone.
India -: Hindi
Saudi Arabia -: Arabic
Western Countries -: English.
5) Alcohol -:
Alcohol manufacturing companies have high sale and marketing of alcoholic drinks in
western countries and it is banned is MIDDLE EAST.
IT IS “HARAAM”
6) Food and Cuisine -:
Food Chains like KFC, Mc. Donald’s, and Pizza Hut have their different marketing
strategy on the basis of religion, taste and preference.
KFC, Mc. Donald’s, and Pizza Hut Have Beef Supplement in Middle East Countries
KFC, Mc. Donald’s, and Pizza Hut have Pork Supplement in western Countries
KFC, Mc. Donald’s, and Pizza Hut have Typical Indian Style in India Ex. Mc.Aaloo
Tikki , And varieties of veg burgers.
7) The Wal –Mart Failure -:
There was a failure of Wal - Mart in India Due to the small retail store and the preference
of the AAM AADMI

KHUDRA VIKRETA
Even in Germany It Did Not Work properly due to the variance of the Local German
Culture.
8) Walt Disney Failure in Paris -:
The French have always been ethical and communist so they did not adopt the Park
which was named as Euro Disney
In 1994 Euro Disney incurs a loss of $ 900 Million and re named its name as Disneyland
Paris
9) Hero Honda Plant Failure at Manesar(GURGAON) in 2005
Due to the variation in the culture and language there was a failure of the Plant in
Gurgaon. The Head of the Organization was from Japan and the employees were from
India. So there was a failure in The Marketing.
10) Nokia crisis in India 2007 -:
As it was a typical Indian mentality and media hype in India that there is a “BOMB
In YOUR POCKET”
So Nokia Failed to Do Market in India Due to the typical Indian culture and mentality.
Indian Mentality is Very Aggressive and Hyper.
11) Aesthetics -: Ideas and Perceptions about Beauty and Good Taste that group
upholds
– E.g.Colours
» ‘Blue’ is corporate color in US but ‘evil’ in Africa
» ‘Red’ is lucky in China but means ‘death/witchcraft
in Africa
» ‘Black’ spells death in US and EU while ‘White’ is
death in Asian countries, ‘Purple’ in Latin America.
11) Eating Culture -:
– Japan – aggressive selling or persuasion - not perceived
good.(benefits, price reduction etc. will work)

Indians & south Asian use hands or spoons of diff sizes.
– Japanese/Chinese use chopsticks for precut food.
– Europeans use knife & forks
12) Sports as a culture in marketing and Business -:
In INDIA Cricket Is a Religion so Marketers use cricket game as a culture for the
endorsement and promotion of various products and events.
Example Beverages company Like Pepsi, Coke use sports culture to promote their
products on special events such as ICC World Cup, IPL, and ICC World Cup T20 etc.
Maximum People Purchase Beverages onThis Event.
13 ) Value System
• Shared assumptions within group
• What is ‘Good’ or ‘Bad’, ‘Right or Wrong’, ‘imp or unimportant’
– US are achievement , competition & profit oriented
– Japanese on size & growth of organization. e.g. no theft
after tsunami
– Indians – moral orientation, organizational compliance &
competence.
– China – respect & value for ‘experience and age’
14) Gender as A factor for the advertisement in marketing and business -:
The AXE EFFECT
The advertisement of the AXE Deodorant Varies from Region to Region.
According To a Survey we see that the advertisement of the AXE Deodorant is Fully
Nude in Western Countries
While When We see In India the Advertisement is Far much Different from Indian
Culture.
We see a traditional Ethics in Indian Ads.

“A Desipan”
15) Dress Code -:
The Cloth and the garment manufacturer company Manufacturers the garment on the
basis of the taste and preference.
EXAMPLE -:
Muslim Family Wear “Avaya” Or “Burqa”
Hindu Family Prefer Traditional Saree
16) Alcoholism -:
Alcohol is banned in Saudi Arabia and In Western Countries It Is as a drinking water
100% People is Saudi Arabia say No To alcohol and Vice versa in western countries
17) Failure of Kellogg’s in India -:
On the basis of the research and survey we come to know that Kellogg’s failed in
India .Because The Indian People Need a DESI FOOD and not a Western Food Culture.
18) Soft drinks company Marketing on the basis of the taste and preference -:
Soft drinks such as COKE, PEPSI are very much concentrated and sweetened in India In
compare To Abroad countries.
19) Meeting / Greeting and Negotiation for Marketers in GLOBAL VILLAGE -:
In India people do “NAMASTE”
In Saudi Arabia People Kiss the Chicks, Women are not allowed To Meet.
In China and Japan People Bow Down For Greeting.
In USA People Shake Hands.
20) Art and Literature -:

In India the art and Literature reflects the tradition and culture of the Indian Society. Its
Fully Traditional and religious.
It Reflects the Ethics of Indian Culture.
In western country it totally modernized.
In Middle East It Is Fully Islamic
21) Buying behavior - :
Japanese consumers expect to see what the food looks like before ordering.
22) Cultural Difference - :
Overlooking cultural differences can result in embarrassing mistakes. Nike found that
this stylized “Air” logo resembled “Allah” in Arabic script
S.W.O.T (strength / Weakness / Opportunity /Threat) of
Culture in Business and Marketing –:
Strength Weakness Opportunity Threat
1) Reliability in business and
marketing.
2) Aligning individual and
company priorities.
3) Company agility.
4) Critical thinking and
individual judgment.
1) Eliminate competitive
edge.
2) Dilute your offering.
1) Enhance your
business.
2) Expand your
marketing and business
in different culture.
3) Maximize your
output.
1) Attitude and adaptability of
business and marketing by
society.
2) Hamper the productivity and
output in marketing and
business.

Cultural Norms on the basis of Value System of different
countries -:
What is good or bad / Right or Wrong / Important or
unimportant -:
U.S are achievement, competition and profit oriented in marketing and business.
Japanese on size and growth of organization in marketing and business.
Indians are moral oriented, organizational compliance and competence in marketing and
business.
Chinese have respect and value for experience and age in marketing and business
Guidelines or social rules of behavior in a situation -:
Japan – Aggressive selling or persuasion is not perceived Good (Benefits, price reduction
etc. will work)
Indians and south Asians use spoons of different size and hands for food.

Europeans use knife and forks for food.
Japanese / Chinese use chopsticks for precut food.
Norms on the basis of colour (Perception) -:
Blue is corporate colour in U.S but evil in Africa.
Red is lucky in china but means death / witchcraft in in Africa.
Black spells Death in U.s and E.U. while white is death in Asian countries and purple in
Latin America.
How to manage cultural Risk -:
Acquire factual and interpretive knowledge.
Quiz on the basis of dimension of culture in marketing and
business negotiation -:
1) In Saudi Arabia, it is polite to ask your business partner about his wife’s health and
well-being at your first meeting -:
1) True

2) False
2) In France ‘it is polite to ask your business partner about their spouse’s health and
wellbeing at your first meeting.
1) True
2) False
3) In India, it is polite to ask your business partner about their familiy’s health and well-
being at your first meeting.
1) True
2) False
4) In Japan, you should open the gifts you receive in front of the giver.
1) True
2) False
5) In Mexico, arriving 10 minutes late to a meeting is acceptable.
1) True
2) False
6) In Germany, arriving five minutes late for a meeting is acceptable.
1) True
2) False
7) Your Brazilian business partner may touch you while speaking to you.
1) True
2) False
8) Your Japanese Business partner may touch you wilw speaking to you.
1) True
2) False
9) If your Chinese partner’s name is Li wan Chung you should address him as Mr. Chung
at your first meeting.
1) True
2) False

10) If your French business partner’s name is Nicole Depardieu, you should address her
as Nicole on your second meeting.
1) True
2) False
11) In a business presentation in Australia, you should list all your achievements and
educational qualifications before you start your presentation.
1) True
2) False
12) In a business presentation in Sweden, you should list all your achievements and
educational qualifications before you start your presentation.
1) True
2) False
13) In the U.S, You can start your business speech with a funny story.
1) True
2) False
14) In the Germany, You can start your business speech with a funny story.
1) True
2) False
15) In a presentation in Finland, you should use a lot of gestures to make sure the Finns
understand the presentation.
1) True
2) False

Answers -:
1) False
2) False
3) True
4) False
5) True
6) False
7) True
8) False
9) False
10) False
11) False
12) False
13) Depends –Could Be True or False
14) False
15) False
Cultural Framework for a Marketer -:

If you want to make an international Agreement Culture Matters -:
1) Germany – You must be timely.
2) France – You must wear an official dress (Suit Up)
3) Italy – while at a business dinner, keep talking about Italian food.
4) Russia - While negotiation if they doing hand contact or touch your shoulders, they
start to trust you.
5)Saudi Arabia – During the greeting kiss three time (Never Try To kiss a woman)

Impact of Culture on Indian Market -:
1) Work transformation.
2) F.D.I. (Cross Trade)
3) Impact on bureaucratic and political barrier.
Note -:
1) Cannibalism is also a part of culture.
2) “In some cultures, 10AM means ‘Sometime in the morning’. Actual time
on the clock has little significance.”
3) Culture = Asset (Culture defines “The way to do Business”)
4) New Culture leads to operational risk
Objective -:
1) Consumer Perception.
2) Service Quality.
3) Create Demand and Supply.
4) Manufacturing on the Basis Of Consumer Demand and Culture.
5) Business Negotiation is affected.
6) Culture avoids self-referencing mistakes.
7) Culture can make or break your marketing plan, sales or public relationship plans
8) Cultural Awareness leads to global success
9) Culture influences Management skills. So in a new country, its “Back-to-Basics”
w.r.t learning local culture.
10) Cultures tend to generate different managerial styles. Management styles is
heavily influenced by home country culture

11) Culture Is Affecting the Marketer at both domestic and global level, even the
customer demand and supply.
12) Start Business dealing between home market and foreign market.
13) Culture acts as a hidden entry barrier, but it can be overcome with cultural
sensitivity, hard work & quality
14) Impacts perceptions, social interactions, and business interactions.
15) Culture avoids self-referencing mistakes.
16) Establish relationships with suppliers, customers, distributors & other partners
17) Culture influences managerial styles and management decisions
18) Culture is a firm’s competitive advantage
19) Culture leads to emergence of global consumer in marketing and business
20) Culture Leads to acceptability and adaptability in Marketing and Business..
The Objective is to know how culture is affecting the international and the domestic
market.
Marketing varies from culture, tradition, religion.
So, to analyze the Present Past and future prospects of the marketing and how culture
affects the Business and marketing globally and domestically.
How Culture Diversity Affects the Marketers in competition
Find out the Risks associated with Marketers Due To Variance in Culture and Tradition.
market.
Scope of the study -:
International business is related to the variance of products and services on the basis of
culture, tradition, religion, taste and preference.
Each country, region and Demography has its different taste and preference on the basis
of the Choice.
Different Culture Leads To type of goods, process of manufacturing, type of industry and
the country to which goods is to be exported.
Culture affects communication between different departments, the process of outsourcing
raw material, payment process, quality control, packing and shipment of goods etc.
Today’s Market is as a global village in which each country is trading with other countries
in form of export and import on the dependency of culture and tradition. This study has a
great scope because today each company whether it’s small or big wants to engage in
foreign trade.

It’s very important to study the functioning of culture and tradition procedure at
international level as well as international level if we want to do foreign trade of
domestic.
Research Methodology and Research Gap -:
Research methodology in a way is a written game plan for conducting research. Research
methodology has many dimensions.
Collect data/information Through Primary and Secondary Research -:
Primary Research -:
Primary research (or field research) gathers original information directly for your
purpose, rather than being gathered from published sources. Primary research includes:
surveys direct observations interviews and focus groups that are developed and
conducted by you or your researcher.
Primary research gives you control over the type of questions you ask and information
you gather. Primary research results can be extremely valuable; However, they can also
be much more time-consuming and costly to gather than secondary research.
You may choose to use primary research methods once you have conducted secondary
research to determine what information already exists.
Secondary research -:
Secondary research (or desk research) gathers existing information through available
sources. Secondary research examples include: information on the internet existing
market research results existing data from your own stock lists and customer database
information from agencies such as industry bodies, government agencies, libraries and
local councils.
Secondary research allows to make the most of existing information about your market.
However, it can be a challenge to find the information you really need. Learn more about
different research resources for business and industry
Quantitative research -:
Quantitative research gathers numerical data. Quantitative research includes:
Surveys on customer return frequency
Sales figures
Industry product sales numbers
Online or phone questionnaires

Qualitative research
Qualitative research gathers views and attitudes. It includes:
Focus groups with customers and potential customers to understand their feelings and
attitudes towards your products and services formal and informal conversations with
customers about their satisfaction with your business visits and reviews of competitors to
understand their products and customer service practices
Research methodology in a way is a written game plan for conducting research. Research
methodology has many dimensions.
ResearchGap -:
Culture plays a vital role in the marketing and business of products in various regions.
Culture creates an impact on the business and it leads to competition in the market.
Whenever there is a change in the culture there is a shift in the demand and supply of the
products and leads to competition in the marker.
ResearchProblem-:
On the basis of the detailed study of the literature review the research problem which
arises is to “Know how culture is affecting the marketing and business”
By this a marketer comes to know what all strategies to be implemented for marketing
and business on th basis of culture.
We come to know what all research methodology to be implemented for the problem
solving of the problems of marketing and business related to culture.
Scope of the study -:
International business is related to the variance of products and services on the basis of
culture, tradition, religion, taste and preference.
Each country, region and Demography has its different taste and preference on the basis
of the Choice.
Different Culture Leads To type of goods, process of manufacturing, type of industry and
the country to which goods is to be exported.
Culture affects communication between different departments, the process of outsourcing
raw material, payment process, quality control, packing and shipment of goods etc.
Today’s Market is as a global village in which each country is trading with other countries
in form of export and import on the dependency of culture and tradition. This study has a
great scope because today each company whether it’s small or big wants to engage in
foreign trade.

It’s very important to study the functioning of culture and tradition procedure at
international level as well as international level if we want to do foreign trade of
domestic.
As It Is Said In Hindi -:
“JAISA DESH WAISA BHESH”
Think About Culture before Marketing and Business
Major finding /Suggestions & Conclusion -:
1) Culture in marketing and business leads to different consumer perception /Demand
Supply and Service quality in International marketing and business.
2) Cultural dimension in marketing and business leads to different manufacturing units.
3) Culture leads to variation in business negotiation globally and domestically.
4) Culture leads to self – referencing Mistakes in Marketing and business.
5) Culture in marketing and business can make or break your marketing plan, sales or
public relationship plan domestically or globally
6) Culture is a firms competitive advantage and leads to global success.
7) Culture influences managerial skills both at domestic and global market.
8) Culture tends to generate managerial styles, Home culture effects Global Culture.
9) Culture helps to start business deal between home market and foreign market.
10) Culture acts as a hidden entry barrier, but it can be overcome with cultural sensitivity,
hard work and quality.
11) Cultural dimension has an impact on perceptions, social interactions and business
interaction and negotiation.
12) Culture avoids self –referencing mistakes.
13) Culture helps in establishing relationship between supplier, customer, distributor and
other partners in marketing and business.
14) Culture leads to emergence of global consumer and its acceptability and adaptability
in marketing and business.

market.
market.
References-:
• slideshare.com
• perfettivanmelle.in (For Centre Fresh)
• geert – hofstede.com
• womenonwaves.org
• google.com
• abortion- clinics.eu/abortion-europe
• wikepedia.com
• scribd.com
• facebook.com
• managmentparadise.com
• American marketing Association
• http://www.jstor.org/stable/10.1086/339922
• saudiaramco.com
• John C. Narver and Stanley F. Slater / Journal of Marketing
• Cross – Cultural Management - Shobhana Madhavan
•

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