Beside managerial skills, the emerging market needs to be sync with cultural sensitivity for the particular country in which companies have decided to enter. Ignore to this fact, this can be turn into nightmare. Procter & Gamble faced this disaster in 1973 when they decided for their first venture in Japan (Purcell, Gisela and Scheyvens 2015, 212). Japan citizens has bombarded company’s product along with their American style selling technique. P&G did not do proper evaluation of local culture sensitivity that includes buying behavior of local citizens and nature of local markets. The paper discusses the influence of culture on International marketing.
Today, people are leading their lives via cultural trigger. Without it an individual would feel suffocated as same as fish that cannot live without water. Cultural includes people lifestyle which they built during their childhood. Hofstede model of cultural dimensions suggest that there are various factors that basically differentiates different culture and likewise the marking activities also differ (Venaik, Sunil and Brewer 2013, 470). For example, many factors are vital in purchasing power like family, friends, and self-growing dimensions and to name a few(Venaik, Sunil, and Brewer 2013, 479).
The main reasons for which organizations do marketing is to make their products popular among masses. Therefore, it is important that the language of marketing should match with the behavior of people (Samaha et al. 2014, 87). Hence, it would be correct to say that culture has a deep impact of marketing. For example, any lingerie brand has to be careful while doing the advertisement in Middle East as it is a Muslim nation and their culture does not permit open advertisement of lingerie products. With the deeper understanding of cultural influence on marketing, organizations actually position themselves as a trusted player for masses (Hechavarr?a et al. 2017, 230). There are various models of culture that talks about the difference in cultures and the impact of culture on personality and behavior of individuals. These aspects of culture can be discussed in detail as:
Aspects of Culture
Other than Hofstede model, Trompennars model is also used widely by the organizations that operate in international market (Venaik, Sunil, and Brewer 2013, 479). This model of national culture differences has seven dimensions. There are five orientations covering the ways in which human beings deal with each other, one which deals with time, and one which deals with the environment. Based on this model, the specific aspects of culture that is important for international marketer can be discussed as:
Values and Attitudes- Each nation has different values and beliefs. So if plans are in a bucket to offer any product or services in overseas market then knowledge about that particular market is must. Also it is a cumbersome process to handle local employees. For instance, people in US take only couple of weeks off in an entire year and on the other hand In France, employees take off for the whole month of August (Stahl et al. 2015, 400).
- China banned one commercial of Nike in which NBA star Lebron James was fighting with kung fu masters. It has been showcasing as an insult to Chinese nation dignity.
- In 2006, Tourism Australian launched its ad campaign entitled "So where the bloody hell are you?" in Britain. The $130 million (US) campaign was banned by the British Advertising Standards Authority from the United Kingdom as the authority felt that their culture has been insulted via this ad campaign.
The culture also has an influence on the marketing mix of organizations and the market entry strategy. The companies may find it easy to directly expand in the countries which have similar culture has the home country. For example, Ford directly expanded in developed nations of Europe. Where organizations may want to do joint venture to enter the countries with different culture (Song et al., 2018). For example, Suzuki had joint venture with Maruti to enter Indian market. The large and established organizations also change their 4Ps of marketing (Petersen, et al., 2015). For example, McDonald change its product offerings to enter the Indian market as people do not like beef products in India. McDonald used chicken meat products in Indian market.
To choose any international market is a critical job in terms of executing international activity. That’s why it has been recommended to consider any market with intuitive and pragmatic approach. Culture also has an influence on leadership and technology for international marketing. It states the style of leadership and type of technology that need to be used in International Marketing. It also concludes that skills of the marketer beyond domestic territory have also a great paramount in the international marketing.
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