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6.0 Culture and Marketing 6.1 Marketing in a cross-cultural environment As the largest Western European country, France is a nation that takes immense pride in its history and prominent culture. Such cultural identities play a crucial role in French business culture, where appropriate conduct, mutual trust and understanding are the key to an organizations success. There are some problem to adapt the product and marketing with the people in France. That is why some intercultural marketing approach is needed. Culture
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Marketer within Cross-Border Market
Marketer within Cross-Border Market

Figure 6.1: Marketing in a cross-cultural environment Source: Browaeys & Price, 2011 (page 229) In a company, marketing is one of important things to make sure the production’s activities are always proceeding. In a textbook written by Browaeys & Price (2011) had stated that, Wall and Rees (2004) divide marketing activities as follows: 1. Market analysis with at least three elements, which are environment analysis, buyer behavior and market research 2. Marketing strategy. Once a market has been scanned using the above tools, the company has to develop a strategy to give meaning and direction to its marketing activities. The strategies that often used are market segmentation and marketing mix. However, these approaches are no longer suitable in this new era and many experts see it as being traditional ones. In this subtopic, we will discuss about the marketing culture in the France that must be handle by the international marketers. This is to maintain the business process among them and will get success for both companies. France has a long and notable history of centralization reflected in its geography, transportation

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