Question

Critically analyse the social and cultural factors that a company should consider when conducting marketing activities in an international context.

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Answer 1

The Impact of culture in global marketing:

Culture refers to the influence of religious, family, educating and social systems on people, how they live their lives, and the choices they make. Marketing always exists in an environment Shaped bu culture. Organization that intend to market products in different countries must be sensitive to the culture factors at work in their target markets. Even cultural difference will make core change ind every marketing strategies on international context.

The several dimensions of culture that require particular attention from global marketers are listed below:

Language

As suggested above, the importance of language difference cannot be overemphasized and there are nearly three thousand language in the world. Language difference can be a challenge for marketers designing IMC campaigns, product labels, brand and product names, tag lines, and so on. Finding a single brand name that works universally in terms of pronunciation , meaning and ownability is a monumental challenge. the correct grammatical use of language in marketing communication is essential for a product, brand, or company to be viewed as credible, trustworthy and high quality.

Finally, marketers should be attuned to what they communicate when they choose which language to sue or not use . In eastern Europe, for instance, the long history of soviet occupation during the cold war has left many inhabitants with a negative perception of the russian language. Products that carry labeling may suffer accordingly.

Customs and Taboos

All cultures have their own unique side of customs and taboos. It is important for marketers to learn about these customs and taboos so that they will know what is acceptable and unacceptable for their marketing programs. For instance, in japan, the number four is considered unlucky, and products packages containing four items are avoided by many customers. In middle east countries where Islamic law is strictly observed, images displaying the uncovered arms or legs of the femal body are considered offensive. Meanwhile in egypt. where many women wear the headscarf in public, an increasing number of younger women are in work and educational settings where gender segregation does not exist. Marketers struggle with whether to portray women with or without the hijab, knowing that they risk offending some of their target audience with either choice. Marketers should seek guidance from native experts familiar with local culture and customers.Marketing research can also help marketers understand and navigate those complex issues.

Business Norms

Business norms vary from one country to the next and may present challenges to foreigners not used to operating according to the particular norms of the host country. In business meetings in japan, for instance, it is expected that the most senior person representing an organization will lead the discussion and more junior level colleagues may not speak at all. The role of alcohol in business meetings varies widely by culture : In middle eastern culture where alcohol is forbidden, it may be insulting to serve or even offer an alcoholic beverage. In china, many rounds of toast are customary as part of formal dinner meetings.

Likewise, business norms around greetings and physical contact also vary. American style handshake have become accepted as a business norm in many cultures, but this custom is not universal. In japan and some other asian cultures, a respect bow is the traditional business greetings , although the handshake is becoming more common.

Values

The role of values in society is to dictate what is acceptable or unacceptable, Values are part of the societal fabric of a culture, and they can also be expressed individually, arising from the influence of family, education, moral, and religious beliefs. Values are also learned through experiences. Not surprisingly, values can influence consumer perceptions and purchasing behaviour. For instance, consumers in some countries, such as the united states, tend to be individualistic and make many purchasing decisions based on their own personal preferences. In other countries, such as japan, the well being of the group is more highly valued, and buying decisions are more influenced by the well being of the group, such as the family. based on these differences in values. It is surprising that ads featuring individuals tend to do better in countries where individualism is an important value, and ads featuring groups do better in countries where the groups well being is a higher value.

Times and Punctuality

Difference cultures have different sensitivities around time and punctuality. In some countries , being slightly late to meeting is acceptable, whereas in other countries it is very insulting. For cultures that highly value punctuality, being on time is a sign of good planning, organization, and respect . In cultures where precise punctuality is less important, there is often a greater emphasis on relationships. The fact that a meeting happens is more important than when it happens.

While there are cultural stereotypes about time management such as laid back island time many residents of islands nations refer to. the best rule of thumb in business is to be punctual and meet deadlines as promised. You will not insult people by following this rule. Also, it is wise not to apply popular stereotypes to individual people for whom the cultural stereotypes may or may not be true. You should be let a persons behaviour speak for itself and always treat others with the same level of courtesy you would expect from them.