Culture has a significant impact on marketing and business. Different cultures lead to differences in marketing approaches, business practices, and product preferences between regions. Market segmentation, consumer behavior studies, and marketing communications must all take local culture into account. Cross-cultural marketing management is important for both domestic and global business success.
Cross cultural issues in international marketingAbdul Basid
This document discusses cross-cultural issues in international marketing and negotiation. It begins by defining culture and explaining how cultural differences can impact business decisions and consumer reactions. It then examines cross-cultural communication, noting that communication styles vary between cultures and companies must be aware of differences in areas like greetings, negotiations, time perceptions and gestures. The document also covers cross-cultural negotiation, identifying dimensions like individualism vs collectivism that influence negotiations across cultures. It provides tips for dealing with cross-cultural issues like preparation, avoiding stereotypes and active listening.
Impact of culture on international marketingAnu Damodaran
Culture has a significant impact on international marketing. Geert Hofstede identified five cultural dimensions that influence behavior: power distance, individualism vs collectivism, masculinity vs femininity, uncertainty avoidance, and long-term orientation. Elements of culture like values, attitudes, beliefs, language, and social norms shape consumption processes including access, buying behavior, product use, and disposal. Marketers must understand how cultural factors influence thinking, decisions, and preferences to develop effective marketing strategies for different countries and regions. Failing to consider cultural differences can lead to embarrassing mistakes in international markets.
The document discusses various aspects of global marketing including:
1) Reasons for companies to go global such as new trade agreements and transportation improvements.
2) Means for companies to enter foreign markets such as exports, strategic alliances, and wholly owned subsidiaries.
3) The evolution of multinational, global, and transnational approaches to marketing across borders.
4) Factors such as globalization, competition, and government policies that are driving more companies to adopt global marketing strategies.
This document discusses strategies for building a global brand. It begins by defining what a brand is and how branding has evolved over time, with more small and mid-sized companies now able to compete globally online. The rest of the document covers key topics for building a global brand such as understanding local markets, adapting branding elements like logos and packaging for different cultures, maintaining quality globally, building brand awareness internationally through relevant messaging and channels, and managing perceptions of the brand. It also discusses common consumer perceptions of global brands and strategies that companies can use to both capitalize on and responsibly manage their global success.
Jordan is a constitutional monarchy located in Western Asia. It has a population of around 10 million people and its capital and largest city is Amman. The country has a predominantly Muslim population and Arabic is the official language. Jordan has a mixed economy that relies on services, industry, and trade. The country faces political challenges related to regional conflicts and an influx of refugees but has pursued economic reforms and development of its technology and medical tourism sectors in recent decades.
The document provides information about brands and brand management. It defines what a brand is, including definitions from the American Marketing Association. It outlines the key elements of a brand like name, logo, tagline, colors. It also discusses features and functions of brands, and different types of brands like personal brands, individual brands, and family brands. The document covers topics like brand marks, trademarks, selecting brand names, and the brand management process. It provides examples and details about brand positioning, brand image, brand loyalty programs, and the role of the brand manager.
What factors should a company review before deciding to go abroadSameer Mathur
Before expanding abroad, companies should review several factors including potential profit opportunities in foreign markets, the ability to achieve economies of scale with a larger customer base, and reducing dependency on single markets. However, risks include not understanding foreign customer preferences or business cultures, lacking managers with international experience, and underestimating foreign regulations and costs. Companies should also consider political stability and risks of property expropriation in foreign countries.
Internal Audit | Business Strategic Planning | Resource Based View | Function...FaHaD .H. NooR
The document discusses performing an internal assessment to formulate strategies. It covers evaluating a company's management, marketing, finance, production, research and development, and information systems. Conducting an internal audit involves analyzing strengths and weaknesses in these areas. The results can be used to complete an Internal Factor Evaluation matrix to guide strategy formulation. Key factors that support competitive advantage are distinctive competencies, organizational culture, resources and capabilities.
Cross cultural issues in international marketingAbdul Basid
This document discusses cross-cultural issues in international marketing and negotiation. It begins by defining culture and explaining how cultural differences can impact business decisions and consumer reactions. It then examines cross-cultural communication, noting that communication styles vary between cultures and companies must be aware of differences in areas like greetings, negotiations, time perceptions and gestures. The document also covers cross-cultural negotiation, identifying dimensions like individualism vs collectivism that influence negotiations across cultures. It provides tips for dealing with cross-cultural issues like preparation, avoiding stereotypes and active listening.
Impact of culture on international marketingAnu Damodaran
Culture has a significant impact on international marketing. Geert Hofstede identified five cultural dimensions that influence behavior: power distance, individualism vs collectivism, masculinity vs femininity, uncertainty avoidance, and long-term orientation. Elements of culture like values, attitudes, beliefs, language, and social norms shape consumption processes including access, buying behavior, product use, and disposal. Marketers must understand how cultural factors influence thinking, decisions, and preferences to develop effective marketing strategies for different countries and regions. Failing to consider cultural differences can lead to embarrassing mistakes in international markets.
The document discusses various aspects of global marketing including:
1) Reasons for companies to go global such as new trade agreements and transportation improvements.
2) Means for companies to enter foreign markets such as exports, strategic alliances, and wholly owned subsidiaries.
3) The evolution of multinational, global, and transnational approaches to marketing across borders.
4) Factors such as globalization, competition, and government policies that are driving more companies to adopt global marketing strategies.
This document discusses strategies for building a global brand. It begins by defining what a brand is and how branding has evolved over time, with more small and mid-sized companies now able to compete globally online. The rest of the document covers key topics for building a global brand such as understanding local markets, adapting branding elements like logos and packaging for different cultures, maintaining quality globally, building brand awareness internationally through relevant messaging and channels, and managing perceptions of the brand. It also discusses common consumer perceptions of global brands and strategies that companies can use to both capitalize on and responsibly manage their global success.
Jordan is a constitutional monarchy located in Western Asia. It has a population of around 10 million people and its capital and largest city is Amman. The country has a predominantly Muslim population and Arabic is the official language. Jordan has a mixed economy that relies on services, industry, and trade. The country faces political challenges related to regional conflicts and an influx of refugees but has pursued economic reforms and development of its technology and medical tourism sectors in recent decades.
The document provides information about brands and brand management. It defines what a brand is, including definitions from the American Marketing Association. It outlines the key elements of a brand like name, logo, tagline, colors. It also discusses features and functions of brands, and different types of brands like personal brands, individual brands, and family brands. The document covers topics like brand marks, trademarks, selecting brand names, and the brand management process. It provides examples and details about brand positioning, brand image, brand loyalty programs, and the role of the brand manager.
What factors should a company review before deciding to go abroadSameer Mathur
Before expanding abroad, companies should review several factors including potential profit opportunities in foreign markets, the ability to achieve economies of scale with a larger customer base, and reducing dependency on single markets. However, risks include not understanding foreign customer preferences or business cultures, lacking managers with international experience, and underestimating foreign regulations and costs. Companies should also consider political stability and risks of property expropriation in foreign countries.
Internal Audit | Business Strategic Planning | Resource Based View | Function...FaHaD .H. NooR
The document discusses performing an internal assessment to formulate strategies. It covers evaluating a company's management, marketing, finance, production, research and development, and information systems. Conducting an internal audit involves analyzing strengths and weaknesses in these areas. The results can be used to complete an Internal Factor Evaluation matrix to guide strategy formulation. Key factors that support competitive advantage are distinctive competencies, organizational culture, resources and capabilities.
This document is a dissertation submitted for an MSc Marketing degree that investigates how the Mexican beer Corona Extra has addressed the "provenance paradox" in entering international markets. It analyzes Corona's branding strategy, economic performance, and potential effects on Mexican tourism. The dissertation contains an abstract, introduction, literature review on consumer behavior and branding, research methodology, results and discussion section analyzing survey data, and conclusions with recommendations. It finds that Corona's strategy has been successful in becoming a top global brand but it has not significantly influenced the Mexican economy due to downplaying its country of origin.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand positioning
Faculty Name: Vishal Desai
This document discusses a conceptual review of the effects of advertising on consumer buying behavior. It examines how advertising can persuade consumers to adopt new or existing products, with a focus on Nigeria. The study aims to analyze how advertising impacts consumer purchasing decisions within the Nigerian context. The findings indicate that well-packaged advertisements can persuade consumers to try a product, and advertising campaigns need to be long enough to generate curiosity and motivation for consumers to buy.
The document discusses various methods for valuing brands, including cost-based, income-based, and market-based approaches. It provides details on specific valuation techniques like book value, replacement cost, earnings capitalization, and relative valuation methods. Brand valuation considers factors like brand positioning, personality, and equity. As intangible assets become more important, managers will need systems to link brand management to long-term financial performance and value creation. Developing standardized economic approaches to brand valuation can provide important tools for management.
This media plan targets mountain campers in Los Angeles aged 25-45 who enjoy hiking, fishing, and camping. The plan allocates $262,380 across magazines, radio, Google ads, and e-newsletters targeting this audience. It analyzes campers' demographic and psychographic traits, showing most camp in the mountains and purchase gear from outdoor retailers. The plan promotes Big 5 Sporting Goods, which offers various camping equipment at low prices, to attract new customers among mountain campers in Los Angeles.
Kraft Foods operates in 150 countries and analyzes its macroenvironment including demographic, economic, natural, technological, political, and cultural forces. Demographically, Kraft aims to target concentrated consumer groups. Economically, Kraft faces high bargaining power from both suppliers and buyers, low threat of new entrants, high rivalry among competitors, and medium threat from substitutes. Technologically, Kraft invests in R&D and modern equipment. For its market and customers, Kraft segments into health/wellness, quick meals, snacking, and premium categories and focuses on developing brand loyalty through innovation for its snack, beverage, cheese, convenient meal, and grocery products.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
The document discusses various theories of consumer learning, including behavioral and cognitive theories. It describes key aspects of classical and instrumental conditioning, as well as observational learning. Classical conditioning involves pairing a stimulus with a response, while instrumental conditioning is based on reinforcement and punishment. Observational learning refers to observing and modeling the behaviors of others. The document also discusses cognitive learning theory and issues in involvement theory, such as central vs. peripheral routes to persuasion. Marketers aim to build brand loyalty over time through various learning processes.
The document discusses global brands versus local brands. It defines different types of brands as local, regional, international, and global based on their management and standardization. Global branding presents a bigger challenge than local branding due to the need to appeal to many different cultures and markets. While global brands are often seen as higher quality, local brands have an advantage in some product categories like food and beverages that emphasize national pride and cultural relevance. The document examines Coca-Cola as an example of a global brand that achieved more success by decentralizing decision-making and better tailoring its marketing to local differences and communities.
This document discusses various generic and grand strategies for businesses. It begins by explaining Porter's three generic strategies of cost leadership, differentiation, and focus. It then discusses the requirements, risks, and stages of industry development for each generic strategy. The document also covers various grand strategies including concentrated growth, diversification, turnaround, and corporate combination strategies. Specific options for implementing some of these strategies are provided along with examples like Tata group's restructuring in India.
School assignment : present a brand then create a new product and the correspondig communication plan.
Academic discipline : Communication schedule
School : INSEEC Paris (France) - 2013
Red Bull has built a strong brand community through various sponsorship activities, celebrity endorsements, distributing goods and clothing, and leveraging social media. They organize numerous extreme sporting events around the world which helps manage the community and promote brand awareness. Red Bull also endorses many international athletes to establish credibility and appeal to masses. They employ a word-of-mouth marketing strategy through a "Wings Team" that promotes the brand directly to consumers. Red Bull complements these efforts with an extensive line of branded goods and an omnichannel social media presence to further engage its community of admirers.
Chapter14 managing-brands-over-geographic-boundaries-and-market-segmentSajid Ali
Regionalization involves targeting markets at a regional level rather than nationally, which seems contradictory to globalization. Reasons for regional marketing include needing more focused targeting and shifting from national advertising to local promotions. Drawbacks can include increased production challenges and costs. Global marketing allows companies to benefit from economies of scale, lower costs, uniform branding, and leveraging good ideas across markets. However, differences between consumer needs, behaviors, and legal environments in various countries require balancing standardized global programs with customized local approaches.
The document discusses regulation of advertising through self-regulation, federal regulation, and state regulation. Self-regulation is done by advertisers, agencies, and trade associations through bodies like the National Advertising Review Board. The Federal Trade Commission regulates deceptive and unfair advertising practices based on laws like the FTC Act. Other agencies also regulate advertising for specific industries. The Lanham Act prohibits false descriptions or representations in advertising.
The researcher is conducting a survey about UNIQLO's retail and services marketing in Hong Kong. The survey consists of a 35-question questionnaire regarding respondents' shopping preferences, awareness and perceptions of UNIQLO, H&M, and Zara. Respondents are asked about factors like brand awareness, product evaluations, store accessibility opinions, and preferred shopping locations to enable conclusions and recommendations for the study. All information provided will remain strictly confidential.
Analysis of company and strategic recommendation for the future of the business. Collaborative project. Responsible for analysis/research, idea generation, strategy development, content and presentation.
1) A brand mantra is a short 3-5 word phrase that captures the essence of a brand's positioning. It ensures employees and partners understand what the brand represents to consumers.
2) Good brand mantras communicate what the brand is and is not through their collective meaning. They indicate how the brand is unique compared to competitors.
3) A good brand mantra describes the product/service benefits, further clarifies its nature with a descriptive modifier, and specifies how it provides benefits and in what ways with an emotional modifier.
This document discusses intercultural marketing and advertising across cultures. It examines how culture influences international marketing approaches, advertising strategies and execution. Key aspects that are localized for different cultures include language, symbols, appeals, information content and visual elements. Examples show how direct translations can miscommunicate messages if the cultural context is not considered. Standardizing advertising strategy, execution or language across cultures risks misunderstandings without accounting for differences in cultural values and norms.
Business with words: Language programs that generate revenue and impact commu...University of Calgary
Business with words: Language programs that generate revenue and impact communities - A presentation given at the University of Calgary that revealed the results of the economic impact of ESL programs on the city of Calgary.
Culture and its effect on business successAdeola Gbadero
Culture affects business practices, everything from decision about products to sell, decisions on organizing, finances and management. This are practices are done by people, people who are from different cultures and background
This document is a dissertation submitted for an MSc Marketing degree that investigates how the Mexican beer Corona Extra has addressed the "provenance paradox" in entering international markets. It analyzes Corona's branding strategy, economic performance, and potential effects on Mexican tourism. The dissertation contains an abstract, introduction, literature review on consumer behavior and branding, research methodology, results and discussion section analyzing survey data, and conclusions with recommendations. It finds that Corona's strategy has been successful in becoming a top global brand but it has not significantly influenced the Mexican economy due to downplaying its country of origin.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand positioning
Faculty Name: Vishal Desai
This document discusses a conceptual review of the effects of advertising on consumer buying behavior. It examines how advertising can persuade consumers to adopt new or existing products, with a focus on Nigeria. The study aims to analyze how advertising impacts consumer purchasing decisions within the Nigerian context. The findings indicate that well-packaged advertisements can persuade consumers to try a product, and advertising campaigns need to be long enough to generate curiosity and motivation for consumers to buy.
The document discusses various methods for valuing brands, including cost-based, income-based, and market-based approaches. It provides details on specific valuation techniques like book value, replacement cost, earnings capitalization, and relative valuation methods. Brand valuation considers factors like brand positioning, personality, and equity. As intangible assets become more important, managers will need systems to link brand management to long-term financial performance and value creation. Developing standardized economic approaches to brand valuation can provide important tools for management.
This media plan targets mountain campers in Los Angeles aged 25-45 who enjoy hiking, fishing, and camping. The plan allocates $262,380 across magazines, radio, Google ads, and e-newsletters targeting this audience. It analyzes campers' demographic and psychographic traits, showing most camp in the mountains and purchase gear from outdoor retailers. The plan promotes Big 5 Sporting Goods, which offers various camping equipment at low prices, to attract new customers among mountain campers in Los Angeles.
Kraft Foods operates in 150 countries and analyzes its macroenvironment including demographic, economic, natural, technological, political, and cultural forces. Demographically, Kraft aims to target concentrated consumer groups. Economically, Kraft faces high bargaining power from both suppliers and buyers, low threat of new entrants, high rivalry among competitors, and medium threat from substitutes. Technologically, Kraft invests in R&D and modern equipment. For its market and customers, Kraft segments into health/wellness, quick meals, snacking, and premium categories and focuses on developing brand loyalty through innovation for its snack, beverage, cheese, convenient meal, and grocery products.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
The document discusses various theories of consumer learning, including behavioral and cognitive theories. It describes key aspects of classical and instrumental conditioning, as well as observational learning. Classical conditioning involves pairing a stimulus with a response, while instrumental conditioning is based on reinforcement and punishment. Observational learning refers to observing and modeling the behaviors of others. The document also discusses cognitive learning theory and issues in involvement theory, such as central vs. peripheral routes to persuasion. Marketers aim to build brand loyalty over time through various learning processes.
The document discusses global brands versus local brands. It defines different types of brands as local, regional, international, and global based on their management and standardization. Global branding presents a bigger challenge than local branding due to the need to appeal to many different cultures and markets. While global brands are often seen as higher quality, local brands have an advantage in some product categories like food and beverages that emphasize national pride and cultural relevance. The document examines Coca-Cola as an example of a global brand that achieved more success by decentralizing decision-making and better tailoring its marketing to local differences and communities.
This document discusses various generic and grand strategies for businesses. It begins by explaining Porter's three generic strategies of cost leadership, differentiation, and focus. It then discusses the requirements, risks, and stages of industry development for each generic strategy. The document also covers various grand strategies including concentrated growth, diversification, turnaround, and corporate combination strategies. Specific options for implementing some of these strategies are provided along with examples like Tata group's restructuring in India.
School assignment : present a brand then create a new product and the correspondig communication plan.
Academic discipline : Communication schedule
School : INSEEC Paris (France) - 2013
Red Bull has built a strong brand community through various sponsorship activities, celebrity endorsements, distributing goods and clothing, and leveraging social media. They organize numerous extreme sporting events around the world which helps manage the community and promote brand awareness. Red Bull also endorses many international athletes to establish credibility and appeal to masses. They employ a word-of-mouth marketing strategy through a "Wings Team" that promotes the brand directly to consumers. Red Bull complements these efforts with an extensive line of branded goods and an omnichannel social media presence to further engage its community of admirers.
Chapter14 managing-brands-over-geographic-boundaries-and-market-segmentSajid Ali
Regionalization involves targeting markets at a regional level rather than nationally, which seems contradictory to globalization. Reasons for regional marketing include needing more focused targeting and shifting from national advertising to local promotions. Drawbacks can include increased production challenges and costs. Global marketing allows companies to benefit from economies of scale, lower costs, uniform branding, and leveraging good ideas across markets. However, differences between consumer needs, behaviors, and legal environments in various countries require balancing standardized global programs with customized local approaches.
The document discusses regulation of advertising through self-regulation, federal regulation, and state regulation. Self-regulation is done by advertisers, agencies, and trade associations through bodies like the National Advertising Review Board. The Federal Trade Commission regulates deceptive and unfair advertising practices based on laws like the FTC Act. Other agencies also regulate advertising for specific industries. The Lanham Act prohibits false descriptions or representations in advertising.
The researcher is conducting a survey about UNIQLO's retail and services marketing in Hong Kong. The survey consists of a 35-question questionnaire regarding respondents' shopping preferences, awareness and perceptions of UNIQLO, H&M, and Zara. Respondents are asked about factors like brand awareness, product evaluations, store accessibility opinions, and preferred shopping locations to enable conclusions and recommendations for the study. All information provided will remain strictly confidential.
Analysis of company and strategic recommendation for the future of the business. Collaborative project. Responsible for analysis/research, idea generation, strategy development, content and presentation.
1) A brand mantra is a short 3-5 word phrase that captures the essence of a brand's positioning. It ensures employees and partners understand what the brand represents to consumers.
2) Good brand mantras communicate what the brand is and is not through their collective meaning. They indicate how the brand is unique compared to competitors.
3) A good brand mantra describes the product/service benefits, further clarifies its nature with a descriptive modifier, and specifies how it provides benefits and in what ways with an emotional modifier.
This document discusses intercultural marketing and advertising across cultures. It examines how culture influences international marketing approaches, advertising strategies and execution. Key aspects that are localized for different cultures include language, symbols, appeals, information content and visual elements. Examples show how direct translations can miscommunicate messages if the cultural context is not considered. Standardizing advertising strategy, execution or language across cultures risks misunderstandings without accounting for differences in cultural values and norms.
Business with words: Language programs that generate revenue and impact commu...University of Calgary
Business with words: Language programs that generate revenue and impact communities - A presentation given at the University of Calgary that revealed the results of the economic impact of ESL programs on the city of Calgary.
Culture and its effect on business successAdeola Gbadero
Culture affects business practices, everything from decision about products to sell, decisions on organizing, finances and management. This are practices are done by people, people who are from different cultures and background
its about how international brands failed to do business even though are renowned in their own markets. therefore its important as a marketer we should look into every single areas of marketing!
The document discusses various cultural factors that are important for international businesses to consider. It covers differences in business practices, national identity, physical attributes, languages, religions, and behavioral practices between countries. Some key points are that understanding cultural differences is important for predicting relationships and operations abroad. Physical differences can impact product design and marketing. Language, religion, gender roles, and work attitudes vary significantly in different societies and need to be taken into account. The document also provides tips on appropriate gift giving customs in various parts of the world.
1) Culture significantly impacts business operations, including market demand, negotiations, and managerial behavior.
2) Cultural factors, such as time orientation, communication style, and attitudes towards uncertainty, vary widely across countries and can create challenges for global managers if not properly understood and adapted to.
3) Successful managers develop cultural sensitivity and adapt their practices to local cultural norms, values, and business customs rather than relying only on their domestic experience. Proper understanding and consideration of culture is key to business success in foreign markets.
Market segmentation involves dividing a target market into subgroups with distinct needs, characteristics, or behaviors. It allows companies to target specific marketing strategies at select customer groups. The key benefits are increased marketing effectiveness, greater customer satisfaction, and cost savings. Common bases for segmenting consumer markets include geographic, demographic, psychographic, and behavioral factors. While segmentation provides focus, its limitations include increased costs when targeting multiple segments and potential issues from narrowly defining segments.
Advertising has influenced culture and traditions by promoting new products and lifestyles. Images in advertising set standards for ideals around beauty, success, and happiness. While advertising aims to influence consumer behavior, it also plays a role in shifting cultural norms over time related to gender roles, family structures, and consumerism. Some argue this has negatively impacted well-being by promoting materialism and unhealthy ideals, though others see benefits from exposing people to new ideas and options.
International marketing mistakes related to cultureMohamed Khalifa
This document discusses several examples of cultural mistakes made by companies when expanding their marketing internationally. It provides three case studies where companies failed to account for cultural differences: 1) An Iranian razor company that used a brand name that had an offensive meaning in Arabic; 2) A Dutch milk company that changed its packaging without considering customer needs; 3) A beer company that printed holy Islamic verses on bottle caps without realizing the cultural taboo. The document emphasizes the importance of understanding local cultural norms and perspectives when marketing products globally.
This document summarizes research on cross-cultural variations in consumer behavior. It discusses how interest in cross-cultural consumer research has grown since the 1940s. Key areas of research covered include innovativeness, modernity, how culture interacts with consumer behavior, characteristics of firms operating globally, emerging research issues like the impact of the internet, and challenges of cross-cultural marketing. The document provides an overview of the history and development of research in this area.
The document discusses learning objectives around culture and global marketing opportunities. It defines culture and discusses key tenets, including that culture is comprehensive, cultures differ significantly, and culture isn't prescriptive. Marketers have four options when tackling global opportunities: using a global strategy, local strategy, or two hybrid strategies of customizing either the product or communications. To develop effective strategies, marketers should conduct cross-cultural analysis considering linguistic, legal, advertising, and macro factors to understand consumer behavior. The first step in acculturating consumers is understanding their behavior regarding a company's product.
The document discusses several key concepts related to culture and international marketing:
- It defines culture and explains that culture consists of learned behaviors and mental programming shared by a group. It influences human behavior.
- It outlines several manifestations of culture including symbols, heroes, rituals, values, and norms.
- There are differences between explicit and implicit culture, and technical, formal, and informal cultural norms.
- Cultural diversity exists both externally in markets and internally in multinational companies.
- Culture can be transferred between generations through socialization or between adults through acculturation.
Culture plays an important role in shaping consumer behavior. The elements of culture, such as beliefs, traditions, language and symbols, influence consumers' perceptions, preferences and purchase decisions. For marketers, it is essential to understand the cultural factors and their impact on behavior in both domestic and global markets. Failing to account for cultural differences can lead to ineffective marketing strategies. Learning about a culture allows marketers to develop communications and position products in a way that addresses local needs and is acceptable to target consumers.
Introduction to Socio-cultural Environment; Cultural Environment; Factors affecting Socio-cultural Environment; Cross-cultural marketing; Cultural Analysis; Geert Hofstede's Cultural Dimension of India; Criticism of Hofstede's Five Cultural Dimensions; Cultural Orientation Variables; Business Agreements; Ethical Issues; Strategies for resolving ethical conflict; A Case study on McDonald's.
Impact of Cultural Differences in Marketing on Buying BehaviourDr. Amarjeet Singh
Culture and differences in culture across the globe form an important aspect of marketing. One of the biggest factors that is taken into consideration by both marketing analysts and consumers is culture. Cultural Marketing, therefore, has gained importance as a way of marketing and market research. Especially when it comes to international trade and global marketing. The volatile nature of cultures as a concept makes it very difficult to predict the success or failure of a product or service. Cultural differences in marketing, therefore form the fundamental decision-making factors in the international marketing arena. This paper studies the consumers’ perception towards marketing strategies that align with their culture and the subsequent decisions they are likely to take based on these factions. Understanding this psychology is crucial to ensuring that a company can get a good return on its market investments while still generating a profit. Hence understanding the culture of a particular region before entering it is crucial and can play a huge role in the success of the company in that region.
Culture has a significant influence on consumer behavior. It determines values and lifestyle choices that impact thoughts, motives and consumption patterns. Core cultural values define how products are used and perceptions of brands. While globalization is dissolving boundaries, local culture still influences heterogeneity in consumption. Culture is learned and influences language, family structure, product evaluations, and communication style. It must be considered in marketing strategy, particularly regarding products, pricing, distribution and communication.
This document outlines an agenda for a multicultural marketing class session. It includes discussions on cross-cultural consumer behavior, globalization of consumption, marketing research challenges, and a group assignment comparing word-of-mouth communication across cultures. A quiz on dating customs around the world is also included. The session will cover convergence of marketing environments and legal/ethical issues in cross-cultural research.
The document discusses issues related to urban shopping malls in Australia. It provides background on the size and economic impact of the Australian shopping mall industry. The research objectives are to explore current and future consumer and retailer issues influencing mall success, likely future trends, and how malls can adapt. A literature review covers topics like shopper typologies, utilitarian vs. hedonic shopping motives, and the rise of experiential consumption. Interviews with industry experts revealed several themes, including the importance of food offerings, demand for innovation, and the need to leverage emerging technologies and define a strategic point of difference. The success of malls relies on their ability to evolve by determining their community role and harnessing new opportunities.
This document discusses the global business environment and India. It provides an overview of key concepts like the business environment, marketing environment, and macroenvironment. The marketing environment consists of microenvironment factors close to the company and macroenvironment larger societal forces. The macroenvironment includes demographic, economic, technological, political/legal, cultural, and natural factors that can create opportunities or threats. The document also examines India's internal business environment and the factors shaping international trade.
The document provides an introduction to consumer behaviour, including definitions of key concepts and the 5-stage consumer decision process. It discusses the nature and scope of studying consumer behaviour, including understanding consumer needs, influences on them, and patterns of shopping behaviour. It also outlines some major worldwide trends in consumer behaviour, such as demographic shifts like an aging population and women in the workforce. Technological trends discussed include an increasingly interconnected world and more tech-savvy customers. The implications of these trends on the 3 roles of consumers are also mentioned.
The document discusses market segmentation and targeting. It defines key terms like market, market segment, and target market. It also outlines the important factors to consider when developing a customer profile and segmenting the market, including demographics, psychographics, geographics, and buying behavior. The key characteristics that define different market segments are identified as important considerations for targeting the right customers.
This document provides an overview of consumer behavior as a field of study. It defines consumer behavior as the study of how individuals select, purchase, use, and dispose of products and services. Consumer behavior involves complex processes and is influenced by many factors, including marketing activities. The field draws from diverse disciplines and can be studied from different perspectives, such as using positivist or interpretivist approaches. Understanding consumer behavior allows marketers to better segment markets and tailor their strategies. The document outlines some of the key topics that will be covered in the book.
This document discusses various aspects of culture and how it impacts marketing. It defines culture and discusses how culture manifests through norms, consumption patterns, values and sanctions. It classifies cultural values into other-oriented, environment-oriented and self-oriented categories. It also discusses how culture is learned through enculturation and acculturation. Key elements that are part of a culture are discussed such as material culture, language, aesthetics, education, religion and social interactions. The document provides examples of how these different elements impact marketing tasks.
This document outlines Stephen Oyewole's presentation on marketing products and services globally. It discusses the evolution of defining products and services, key aspects of service and product design, legal issues in marketing, and the role of culture. It also examines obstacles to adapting marketing approaches for different cultures, like self-reference criterion and ethnocentrism. The benefits of global service marketing are increased peace and prosperity through meeting customer needs internationally.
This document discusses how understanding consumer behavior and market segmentation can provide opportunities for an Australian exporter entering the Chinese market. It analyzes demographic and behavioral theories of segmentation and how they differ between China and Australia. Specifically, it examines life expectancy, income gaps, brand loyalty, preferences for quality and status, to identify opportunities like targeting older consumers or adapting marketing strategies for rural vs. urban areas. The conclusion states that properly applying consumer behavior and market segmentation research can help reduce risks when exporting to China.
This document discusses how two theories of consumer behavior - demographic and behavioral segmentation - apply differently in China compared to Australia, providing opportunities for an Australian exporter. Demographic segmentation looks at factors like age, income, gender. China has a growing elderly population, while Australia already has many elderly, indicating a market for age-appropriate products. Behavioral segmentation examines culture and lifestyles. Chinese consumers value functional features and status/prestige, while Australians are often brand loyal, especially for expensive purchases. These differences must be understood to successfully market in China versus Australia.
Similar to Different Culture Leads To Different Marketing and Business PPT (20)
Different Culture Leads To Different Marketing and Business PPT
1. DIFFERENT CULTURE
LEADS TO DIFFERENT
MARKETING AND
BUSINESS.
• Mushir Alam.
• SAP Id: 500035082
• Enrollment number: R740214003
• MBA International Business 2014-16
• College of Management & Economic
Studies, UPES (Dehradun)
Dissertation report Presentation
2. INTRODUCTION
• “Culture is the collective programming of the mind that distinguishes the members of one category
of people from those of another.” - Geert Hofstede.
• 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 – 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.
• Culture ‘s Impact On Marketing -:
• Segmentation.
• Demographic Study.
• Note -: Culture Marketing -: A specific type of culture marketing that is geared towards promoting
a message to a a certain group of potential purchasers from a particular culture or demographic.
3. CONTENTS -:
• Literature Review
• Finding
• Objective
• Research Methodology.
• Analysis.
• Conclusion
• References.
4. Literature Review -: Finding -:
1) Why Do Brands Cause Trouble? A Dialectical Theory
of Consumer Culture and Branding. (Douglas 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 inthe 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 -Amercan )
November 1, 2005 | by Alice LaPlante
1) Global Marketing.
2) Cultural Difference in International Marketing.
3) Culture Vs. Personal Knowledge.
4) Consumer Judgment.
5. Literature Review -: Finding -:
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)
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 culture and purchase motivation in
influencing
consumers’ evaluations of services.
2) Contrast Asian and Western travelers.
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. (1) communication context; and
2. (2) power distance.
6. Literature Review -: Finding -:
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;
2. Social inequality;
3. 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.
7. Literature Review -: Finding -:
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;
2. Social inequality;
3. 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.
8. FINDING / OBJECTIVE -:
• ) Culture leads To Product diversification.
• 2) Variation in Demand and Supply of the Product At a global level.
• 3) Consumer Response – Due To Advertisement.
• 4) Impact on Supply Chain –Buyer and seller network has a variation due to culture.
• 5) Relationship Building – Between Workers, management, customers and commodities.
• 6) Brand Variation – In Retail Market.
• 7) Standardization of Product
• 8) Psychology and the customer behavior.
• 9) Competitive advantage for marketers and customers – Business Building.
• 10) Thought Process – Both customer and marketer.
• Note -: Cannibalism is Also a part of culture.
9. RESEARCH METHODOLOGY -:
• Primary Research -:
• Primary research (or field research) -Primary research includes: surveys direct observations interviews and focus groups that are developed and
conducted by you or your researcher.
•
• 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.
•
• 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
• Social Networking
• 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
10. Muslim Non -Muslim Western Culture/Americanization
Income Level – 500000INR Income Level – 500000INR Income Level – 500000INR
Pork (Food) – Adaptability 0%
Beef (Food ) Adaptability 50 %
{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.
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%
Abaya (Dress) – Yes
Sindoor - No
Sindoor (Tradition) Hindus – Yes
Christians – As A fashion.
Abaya (Dress) – Occasionally
Sindoor – Occasionally
Christians use Sindoor as a Fashion.
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
11. Middle East (Islamic Countries) Non -Muslim Countries Having Western
Culture/Americanization
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- Much
Participation Om Male in compare
to Women
Business Negotiation- Much or
equality to Men Or Women in
western countries
Business Negotiation- Equality
Between Men And Women /Depends
On Qualification.
Social Responsibility- Much to male
in Middle East countries
Social Responsibility- Much or
equality to Men Or Women in
western countries
Social Responsibility- Equality
Between Men And Women /Depends
On Qualification.
12. CONCLUSION /SUGGESTION -:
• Consumer Perception.
• Service Quality.
• Demand And Supply.
• Manufacturing on the Basis Of Consumer Demand And Culture.
• Business Negotiation is affected.
• Culture Is Affecting the Marketer at both domestic and global level, even the customer
demand and supply.
13. REFERENCES -:
• slideshare.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