Culture is the core factor of marketing policies. Marketing policies knowledge is the best medium in order to expand business and attract customers but marketing techniques are different according to the cultural background and environment. If the marketing hits it improves the profit and sale of business for long runoff the business. If a marketer is starting marketing in an area he must need to learn about the culture, political, economical, people behaviour and life style of that specific area in order to make efficient marketing of the company. So it would be easier for him to introduce and promote the product because he is already aware of the values, norms, living style, of that area to introduce and promote product. Culture explores the living pattern of the people with help of theoretical and practical knowledge. The cultural differences leave an impact on international market including customer behaviour, market value, market research, segmentation and pricing policies, channelling decisions and marketing communications.
Culture plays a very important role to make the design of marketing strategies. Cultural marketing is the most useful planning in the start of any company because with help of culture company introduce items according to the taste of the people. There are some countries where their religious rules are implemented and do not allow companies to go against the culture. The company also understand the values of their religious matters for example in modern countries company can produce advance fashionable clothes make up things but on other hand the same company cannot introduce the same product in religious country like Saudi Arabia where are all rules are according to their culture. The atmosphere of the culture is also very important because there are some countries are very hot and some of them are very cold.
If a marketer is starting marketing in an area he must need to learn about the culture, political, economical, people behaviour and life style of that specific area in order to make efficient marketing of the company. So it would be easier for him to introduce and promote the product because he is already aware of the values, norms, living style, of that area to introduce and promote product. Culture explores the living pattern of the people with help of theoretical and practical knowledge. The cultural differences leave an impact on international market including customer behaviour, market value, market research, segmentation and pricing policies, channelling decisions and marketing communications.
Cultural factors are the combination of language of the country, behaviour of the people, way of earning, communication way, related things, cultural power, skill of the living people, associations, cross cultural business relationships and problems.
Culture is so pervasive, yet complex that it is difficult to define in short simple terms. It seems there are as many definitions of culture as there are anthropologists and social scientists, each defining it to suit his understanding and interpretation. To some, the term refers to finesse in self comportment. “A cultured person is one who behaves in a becoming way according to his society's standard of behaviour, a gentleman, a well brought up lady, one that is so wholistically educated that he is at home with any given subject of discussion in art, music, literature, politics etc., who has cultivated taste for what society judges admirable and worthy of the human spirit” (Umoren, 1996).
The culture of the country also explains the consequence of national ethics behaviour patterns to consider the cultural products, and suggests the differences of cultural values at the same time. It may be the key factors of products blocking which are shown on the icons of another country's culture. This is clearly evident that some countries do not like the symbols of US culture such as McDonald's and Coca-Cola brand because those countries are anti America and object the American product. This anti branding or boycotts has resulted in the favour of new competing brands of the same kind and nature targeted to other subcultures, for example such as ZamZam cola and mecca cola, amrat cola, Muslim colas and Qibla cola. These names are very sacred in those countries so attracts the people by name.
International market classification
Similarly if in the culture people desire for comforts, easy life and are lazy or busy due to busy work schedule increased desire for convenience products markets like , ready meals and direct marketing service businesses such as telephone banking microwave ovens and insurance. Every country has culture that contains sub-cultures or groups of people with different values. Sub cultures can include religions, nationalities, national groups, ethical values or community of people sharing same geographical location. :
It is already been explained many relations between culture, traditions, and risks to health. There are some people who due to some religious reasons, abstain from coffee, alcohol, tea and tobacco have less risks of getting cancer and gastrointestinal than others people of same group, background. On the other hand Seventh day Adventists, is a community who are very strict vegetarians and are very conscious taking their food have low risk of death rates from coronary heart disease when we compare these people to their to their neighbours of similar socioeconomic backgrounds. These are also called lifestyle or life adopting factors in such cases some people are religious or true believer of their religion and so follow their religion. The Jews people who practice circumcision have less numbers of death rates, cancer in the male genital, sexual and hygiene diseases.
In some western countries and societies female body is often been sacrificed due to some cultural reasons. But the Women in the nineteenth century change their living style with smart waist and rigid corsets. Today there are many women who wear high heels and tight shoes with type of buckle on their feet. Some of them undergo through a painful cosmetic surgery in sense to look better. Some women like to have zero figures and so eat very less equal to nothing calorie food.
It very carefully examined cultural differences of the country and addressed these cultural factors challenges to top managers and marketers. They found out and recognised that India is a vegetarian nature society, McDonald's was aware the psychology of the people, as well as the marketing values.The management then introduce the psychometric scale which capturedthe time orientations. It was also familiar with diverse nature of Indian society and offered typical Asian spicy food in different regions. McDonald's also understood the family and child nature of Indian society. It hit the children sector with respect to many marketing strategies programs such as play land birthdays, children's parades, and free polio vaccination, play ground and also very small children friendly counters in some locations. McDonald's has done very neck breaking effort the community: for this purpose it focused on local environmental causes. Finally, McDonald's succeeded in his purpose and now is very aware of pricing issues in India because many people are poor and also provided the items, and products that target a wide range of incomes. McDonald's still need to handle the some challenges and also in the future, it attempted to understand and adjusted in the culture. Such actions explain the cultural factors of a nation and McDonald's is doing so well in India.
I have concluded at the end of the assignment that firm or company always target the cultural factors of the nation and these multinational companies make marketing strategies which they use for specific purpose to get market place. The firms also understand the culture and sub culture of the nation and make marketing strategies for start a business according to suitable factors of nation.
Cateora and Ghauri (2006) state that ‘for the inexperienced marketer, the ‘similar but different' aspect of culture creates an illusion of similarity that usually does not exist'.
What do they mean by this statement? Explain and give specific examples to illustrate the points made.
The culture creates illusions of similar but different for in experience marketer. English is the language that is been spoken and understand all over the world .but there are not more than ten countries where English is spoken as a first language and every country has its own culture ,economy and native region language. If we see in the England there are some areas where one product is doing good business but on few miles far the same product sale has been dramatically changed as a matter of fact although all these countries are speaking the same language English, for example if we see the other areas of England like Scotland Ireland have same language but have their own interest, taste, culture and economy.
English is spoken all over the world as a international language but if see culture and environment the same language English have different meaning in other countries. for example if in one country people speak a word like yeah to say yes. in the other countries same word in speaking people take as rude and offensive. In some countries people use please word before saying anything especially in England but same word please is worthless in Asian countries.
The world in which we live is presently undergoing a profound change; indeed, it is a transformation of unparalleled magnitude (Wild et al. 2005). Never before in the history of the world has the human race been so deeply involved in and affected by international developments on a global scale.
Powerful forces are converging to create the foundation of a new global order on which the structure of a world economic and market system will be built (Craig and Douglas 1996; Ghauri and Cateora 2006). This tangible reality that virtually everyone must face—globalization can, according to Wild et al. (2005, p. 6), be defined as “the trend toward greater economic, cultural, political, and technological interdependence among national institutions and economies”. This implies that globalization affects not only business, but is also apparent in a multitude of layers ranging from politics, to technology, to national cultures and traditions (Daniels et al. 2007; Hill 2007; InternationalMonetary Fund 2007; Osland 2003).
There are many cultural differences in the international market just because of language differences and it is difficult to understand and examine.
If a company want to start a food business in Asia subcontinent, there are two countries in sub continent India and Pakistan. Both countries have the same language, culture and economy but the people living style is different for example most of the people living in India are vegetarian or prefer vegetarian food. on the other hand people of Pakistan prefer non vegetarian food. If a food company keep these two important things in mind so that the company will be going to make good business and profit in the future.
The Experience of the any product or knowledge counts in every field of life. In the field of marketing also needs a specific experience because it's the one of the most difficult job of the world to attract people and convince them to buy to satisfy their needs. We know that culture leave a great impact affects a lot in marketing like this there are also other factors which affects marketing. The profession people always keep the current situation in mind and compare that to history of that particular business to make good decisions at the right. The marketer analyse the the market situation and research on the thinking of the people. The culture of the country varies from one place to other place for examples the Europe people are different from Asian people. European people prefer the pork meat on the chicken and beef. These are the main and major differences. Culture is different from people.
The marketer of the company is well aware of the type of culture and design. As international mass communication and improved financial and people similarities grow among the culture increases and familiar market behaviour. According to globalization concept one product is easier to market in one area than other product. It tells us with the help of examples that marketer must need to keep in mind the society and society culture and habits changes with the time and the marketer need to up to date these changes.
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