Culture in Marketing Essay - 4606 Words

Thompson 4th Edition International Marketing Strategy Isobel Doole and Robin Lowe Social and Cultural Factors Social and cultural factors influence all aspects of consumer and buyer behaviour. The difference between these factors in different parts of the world can be a central consideration in developing and implemting international marketing strategies. Social and cultural forces are often linked together whilst meaningful distinctions between social and cultural factors can be made in many ways by the way the two interact and the distinction between the various factors is not clear cut. Differences in languages can alter the intended meaning of a promotional campaign and differences in the way a culture organises itself†¦show more content†¦Customs are evident in many events in ones life e.g birth, marriage, death and at key events in the year e.g Christmas, Easter, Ramadan etc. Such components as values beliefs and customs are often ingrained in a society and many of us only fully realise what is special about our own cultures, its beliefs, values and customs when we come into contact with other cultures. This is what happens to firms when they expand internationally and build up a market presence in foreign markets. O ften the problems they face are a result of their mistaken assumption that foreign markets will be similar to their home markets and so they can operate in a similar manner. Frequently in international markets the toughest competition a firm may face is not another supplier but the competition or beliefs as a result of cultural differences. This means that for a company to succeed in that market they often have to change ingrained attitudes to the way they do business. The beliefs and values of a culture satisfy a need within society for order, direction and guidance. Thus culture sets the standards shared by significant portion s of society which in turn sets the rules for operating in that market. Hofstede (2001) identifies a number of layers within a national culture. Layers of Culture - A national level according to ones country which determines our basic cultural assumptions. - A regional/ ethnic/ religious linguisticShow MoreRelatedMarketing American Culture1175 Words   |  5 Pagesï » ¿Marketing American Culture The average adult in the United States will look at the mirror and think that they have their life in control and do not feel the need to do anything about it. The average depressed adult may look and see a sad reflection, and upon seeing this they will seek out help, be it a doctor or a close friend. 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