With reference to an organization of your choice, discuss the ways in which culture can influence international marketing strategy. (Answer in minimum in paragraph)
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Answer:
Companies that are growing are always on the lookout for new opportunities. Some of these opportunities present themselves in new countries, while others exist right here at home. In either case, focusing on specific cultural groups can open up new markets for your company. Product diversification and growth may demand a product to be introduced on a global level.
To develop a successful marketing strategy, an organization must take into consideration the cultural influences of the society where a new product is being introduced. People make decisions about consumption of a product based on these cultural influences.
Cultural Values of a Scoiety
Values of a society dictate what is acceptable and unacceptable behavior. Values can sometimes be broadly generalized for an entire country. For example, the United States is generally considered highly individualistic, with citizens making purchasing decisions based on personal preferences. In other countries, such as Japan, people tend to make purchasing decisions based on the welfare of a group, such as the family.
The way this plays out in marketing strategies is that ads focused on individuals do better in individualistic countries while group advertising works better in countries with collective group values.
Cultural Values can Vary Within a Country
But cultural values vary within a country as well. Marketing strategies for urbanites on the East Coast of the U.S. are markedly different from rural residents in mid-America. Marketing to these different demographics should reflect these cultural differences.
Symbols and Symbolism
Symbols in relation to cultural influences refers to language, both spoken and unspoken. Language is a symbol of cultural pride. While some foreign influence may be acceptable, a culture may want to preserve its specific cultural heritage. A marketer would need to conform advertising in such a country into language symbols acceptable to the population of that particular country.
Similarly, marketing to immigrant populations in the U.S. who still speak the language of their native country should take into consideration the best way to reach out to these specific audiences. Other forms of culture symbols include folklore, drama, dance and music.
Rituals Play a Role
Rituals are patterns of behaviors that are learned and repeated. Rituals play an important role in how life events, such as births, marriages, graduations and funerals, are conducted in different cultures. Life is also full of smaller rituals such as watching a television show at a certain time or having dinner every Tuesday at your favorite restaurant. Rituals play an important role in marketing strategies as they focus on consumers' everyday interactions and how these interactions will play into the promotion and selling of a product or service.
Thought Processes can Vary Among Cultures
Thought processes may vary among different cultures. This could affect the way a marketing strategy is perceived. People who are part of one culture may take in the whole picture in an advertisement and be able to report specific details of what they have seen, even in the background; those of another culture may only see and identify with the central figure and ignore background items altogether. This would affect the way a marketer presents his message based on cultural thought processes.
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