International marketing and Globalization



In this assignment , the answers will be looked for questions which are called why are cultural factors considered by many writers on international marketing, to be the central core of marketing policy and for what does that for the inexperienced marketer, the similar but different aspect of culture creating an illusion of similarly that usually doesn't exist means.

Globalization is a word often used by many but is mistily described. Someone thinks trouble in even finding two writers who describes globalization in the same way. For many companies it is just approach for rising when markets which exist mature with a few opportunities for profitability. When global markets start the rising use of the internet and with developed supply chains. It is possible that there are several undeveloped segments in the world that would present to an international organization. Besides the world is being a possible global market world. To decrease marketing actions at anyone's homebase borders is not just impulsive, but also short sighted. International marketing is frequently described as largely in words of the grade of involvement of the organization in the global world. International and environmental marketing are most largely thought. International endeavours improve international marketing tactics so as to develop team performance by increasing and forcing their competitive advantage. Nevertheless , endeavours disagree in their opinions to international marketing plans improvement and the speed and progress they win in succeeding an international presence.


Different plans in different industry helped the organization have an initial feel of the different industry. The different plans also helped the organization have a better understanding how the market runs. The industry help in meeting to the organization the cultures and features of the industry. Because of that, it was known with how to set in different options. Finally the different plans helped in making a point that the organization comes across less problems while starting a new market. The organization has not perpeticted anything which will create more problems through using different tactics. In improved countries, it is somewhat simpler to start. Because they generally have fully improved communications, distribution systems. In contrary of these countries demand a more flexible opinion. International marketing is a general action which is largely relevant despite of the political, sociable systems of a country. Nevertheless ,even if there is a system like this people are not happy in absolutely the same way. It is widely the influence of globalization to the preparation of international marketing plans. Customers from different countries are substantially different because of variable culture, income, level of economic improvement. The skill to accomplish global marketing strategies also related to comparative management property. “For instance, a foreign companies image may suffer if the local licensee markets a product of substandard quality.” (Hennessey.D.Hubert and Jeannet Pierre Jean, Global Marketing Strategies, Second Edition. Jaico Publishing House)

International marketing has been a very crucial subject for commerce in the world where multinational commerce is a usual thing and that increasing trade outside the internal market is the next formal step for large organisations in today's trade criterion for challenging and achievement. The fast improvement in communication technology, knowledge transport and more environmental economic markets have adjusted the phase for international commerce to endeavour more than in the past as more commerce chances are made and new markets are risingly being more acceptible. “For example, McDonald's made a decision to franchise its business in France, but subsequently discovered that it was hard to check and standardize the quality of the system advised in the various restaurants. They had no other option but to overtake their franchises and build their damaged image again.” ( Isobel , Robin, International Marketing Strategy, Second Edition 1999).

Abruptly , international marketing is an essential ability and information for a organization to have. As we all know, the distance almost does not exist anymore with the quick improvement of information technology the strategy of nternational marketing is primarily affected by several global factors such as economic, political, culture and technology. There are few important financial factors to be thought for the strategy of an international marketing . At first, it has been considered the nature and extent of competition.

Borders are intermingling and international uniting are engendering many organizations to be indefineted today. When the globalization quickly rises, many organizations are discovering international enlargement an essential of rivalry. North America is largely influenced by this situation for an international market, and several companies are founding it largely crucial to adjust to different nations.Complimentary commerce settlements and rapid development of countries only thought underdeveloped have both been crucial factors in the hustle towards globalization. However, the most crucial factor in risen globalization has been improvements in high technology, involving new transportation and IT.


Cultural and social factors affect all views of customer behaviour and the fluctuation between cultural factors in contrasting areas in the world could be a primal condition on improving and carrying out international marketing strategies. Social and cultural factors are frequently connected together. While important differentiations between social and cultural factors could be created. “Variations in language can change the thought meaning of a promotional run and variations in the way a culture directs itself socially might influence the way a product is positioned in the market and the benefits a consumer may seek from that product.”(doole,love, 2008)

Kotler and keller (2005) “included such things as reference groups family, role sand status within social factors.” While it is a beneficial differentiation from the larger forces of culture and cultural factors are obviously affected by social factors. Cultural factors enlace and have an important effect on the people. For example about toys,nevertheless the children who live in US chosed tv and movie products. The children who live in japan preferred electronic toys, the children who live in south east asia demanded educational toys. İt is practicable to analyze all cultural factors on consumers behaviours.

The organization of some international companies have developed such that the parts of power are no more as central as they generally have been.Antecedently, an organization's geographical root was thought the most important financial effect of a team. Recently involvement of international companies advocate substantially to strategic company decisions. International company should be consequently described as one of conversation. Knowledge of an employee's culture and values helps as a crucial effect in the evaluation of a organization's success. International companies should likely think such as cultural effects. Today's marketing area is no more described by geographic areas nor restricted by rough cultures. Borders of monocultural, ethnocentric-based zones have decayed international organizations have been forced to adjust to customs and practices of public governments. Efforts to understand positions of international employees overseas have become essential to accurately describe important issues of a project intangible from home offices. Effective international marketing should get all of these factors into account.

The condition of such cultural factors will doubtless comprise a key success effect in the future of organization internationalization. With few exclusions, it is not possible today to create market by force, as it is likely hopeless to enforce a message. Yet, the regular essential of one by one singular company cultures is proof. The next step is to assure that this organization culture be described as one which can be simply changed and adjusted consequently to cultures worldwide. The success of businesses today finally depends on the preservation of this balance.


To sum up,the firms explained that cultural various attempted different effect on marketing strategies showed by the international companies, which called for the treating of its own strategies for exceptional conditions and effects.The companies also explained that marketing strategies were accepted to aimly make competition helpless for more market shares and developed sales, and to keep the test of the ever-changing trends as it influenced demand and supply. Several strategies involved the use of quality products, frequent advertisement in local media.

Finally, all companies had accepted some beneficial things which cure to deal with cultural effects affecting their working. These involve: product adaptation, promotional adaptation and new product innovation in use.



Culture is the thing which is taught by people types of group living and the group's answers to different input. It is also the total style of life and considering aspects which are heritaged. It comprehends standarts, values, customs, art, and beliefs. Culture is the aspects of way of behaving and considering that people living in local teams make, learn, and divide up. “When cultures receive outside influences, they ignore some and adopt others, and then almost immediately start to transform them”(

Culture distinct several people from other people. Culture of people consists of their opinions, custom of behaviour, language, art, technology, types of dress,styles of creating and making a meal, religion, and political and economic systems. Anthropologists usually accept the term culture to be have common thing to a sociable or group in which many or all people live and consider in the same styles. Because of that, culture and society are like symmetric. Culture is normative. It dictates that sorts of behavior thought admittable in the society. The normative spesifications of culture makes it simple a decision-making method of consumer by restricting goods selection to those, which are admittable. “Villages, regions, ethnic groups, nationalities, religious groups, all have distinct cultures at the different levels of cultural heterogeneity” ( S. Huntington, 2002 )

These same features create matters for these goods not in line with cultural opinions of buyer. Culture is commonly partaken. Culture cannot become by on its own. People should divide it up. How marketing attempts have an effect each other with a culture evaulates the achievement or being failed of a product. Advertisement and promotion need high attention by people because the play an important role in communication concepts and benefits to the aim different areas of marketing.“What is acceptable in one culture may not necessarily be so in another. Globalization lies at the heart of modern culture; cultural practices lie in the heart of globalization” (J.Tomlinson, 1999)


“Branding has often been considered in the context of larger firms, but a recent study has shown that it is also useful and applicable SMEs in the domestic context”(Wong & Merrilees, 2005).

A few countries might speak the same language or have same race and inheritance, but it does not come after that resemblances occurs in special conditions in other regard that a product satisfactory to a culture will be promptly satisfactory to the other or an intented to advertise message that achieves in a country will achieve in the other. Even if people begin with a usual opinion , that is the situation between Americans who speak english and the British, cultural adoption and absorption to meet personnal needs interpret over time into quite distinguishable cultures. “The one driven by parochial hatreds, the other by universalizing markets, the one re-creating ancient, sub-national and ethnic borders from within, the other making national borders porous from without”(B.Barber, 2003) A ordinary language does not assure same rendition of sentences. For both British and Americans who speak English, but their cultures are efficiently unlike that is why a single phrase has not same meanings for each one and could even be absolutely wrong understood. In UK lift is being used instead of an elevator and when american talk about a bathroom, generally related to a toilet, nevertheless in UK a bathroom is a place to have a tub bath. The English hoover a carpet however Americans vacuum. The developed economic connection of Europe has furthered an inclination to talk of the European consumer.

“A country's culture has been considered as a major environmental characteristic that causes systematic differences in buying behaviour” (Steenkamp, 2001). The United States consist of several cultures that even today, with large communication and quick travel, hold finish homogenization. To advise that the South is in all regards to culture the same as the north eastern or mid western parts of the United States would be foolishness, only as it would be foolishnesss to presume that the united of Germany has deleted cultural differences that rose from over 40 years of political and social separation.

Marketers should connect every country completely in terms of the advised products or services never trust to an often used maxim that if it sells in a country, it will definetly sell in another. As worldwide great communications and rose economic and social interdependence of countries develop, similarities among countries will rise and common market behaviors. İt will go on to improve. As this method becomes, the inclination will be trust more to unmistakable similarities when they might not exist. A marketer is advaisable to remember that a culture borrows and then accomodates and customizes to its own needs individuals because of that what might look to be the same on the surface may be different in its cultural meaning.

The background of culture is wide. It spreads over every aspect of behavior within a society. “Consequently, it is preferable for firms to take into consideration the specific conditions of each market, such as cultural differences and marketing infrastructures, by localizing or adapting their marketing programs” (O'Donnell & Jeong, 2000). An understanding of marketer behavior is central to successful marketing. To improve attractive marketing programs, the person who is in charge of marketing department should have knowledge of the requirements of potential marketer, how they grow, and how and where they are possibly to be happy. Marketer behavior is influenced by many things. Class, education, age, and psychosocial treatment are just four of the many factors useful in distincting different marketer groups. Searching the relationships that become between the marketing-mix variables and marketer needs and answer. From this attempt have developed many marketer behavior models, theories, and techniques. International marketers have often shown a higher tendency to misread a marketing condition. For instance, Philip Morris lost an unbelievable quantity of money when he tried to sell U.S. cigarette in canadian market.Management got wrong reaction, even if Canadians and Americans had same smoking habits. Campbell Soups lost $30 million in Europe before it accepted the opinion that British and U.S. soup buyers were different in important ways. Firstly, British soups buyers prefer unusual taste. Because of that Campbell soups made no effort to alter the taste of their soups for the British people. Secondly, British soup buyers have not been well educated to the compacted soup product.Because of being the smaller can size. One classic culture aspect is food. People who live in America could be eating Japanese food for lunch while someone in Sydney. The people who live in australia are having classic Italian meatballs. India is known for its own curry and spices. France is famous for its cheeses. America is known for its burgers and fries. McDonalds is an American company which is now a global endeavour with many locations in the world. Mcdonalds is one of food causing cultural effect on the global scale.


To sum up, culture in the international marketing is very wide concept. Culture is known to become so necessary in international marketing. Different cultures should create some impact on markets. The challenge for business is to recognise respond and change possibly to the differences in values and stress given in every cultural differences.Firstly companies should know that other groups or nations are not same and only in their own nature. Companies also should know understand and be respectful to other companies' cultures.

İt is clear that some foods could be eaten in different places in the world it is advantage for inexperienced marketer. This should be every area of international marketing. All companies should be sensitive to other's cultural norms.


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