...Cultural Sensitivity in Communication, business, tourism, etc. Fourth paragraph: (CONCLUSION)- importance of cultural sensitivity, Negative impacts of Cultural Sensitivity, Consequences of lack of cultural sensitivity in day to day life, Inter-relation of Cultural sensitivity in various aspects. THESIS STATEMENT: How has the aspect of cultural sensitivity affected various marketing strategies in business? MY POINT OF VIEW: Cultural Sensitivity broadly means being aware of and open to other diverse cultures. It makes a person more compatible to other countries traditions and culture and their way of thinking. Hence, according to me, culturally sensitive people are more open to the changes around them and can adjust easily with their surroundings. This article mainly focuses on the importance of cultural sensitivity in the marketing sector of the business. Most businesses operate on an international scale, which requires large scale interaction with people from all over the world. Hence, it is extremely important to be culturally sensitive towards the different behaviors of our colleagues in business, and various dealers. There are several cases wherein important business deals have been cancelled due to lack of cultural sensitivity in the opposing party. INTRODUCTION: Cultural Sensitivity refers to being open to the differences and similarities existing in various cultural backgrounds and being susceptible...
Words: 1362 - Pages: 6
...factors have long been known to influence the communication and success potential of competition. Cultural awareness shapes how business firms behave in cross-culturally reflected international markets. It is broadly recognized that cultural factors act as invisible barriers in international business communications. Understanding cultural differences is one of the most significant skills for firms to develop in order to have a competitive advantage in international business. This paper probes some key elements of cross-cultural issues in international business communication and provides a framework for creating competitive advantage for firms engaged in international business. Culture affects many aspects of international business communication. It impacts free trade policies, localization and standardization strategy decisions, advertising, brand effectiveness, business relationships, international business management, international marketing, international negotiation, and consumer behavior. Seven themes are suggested as guidelines for further research: Cultural impacts of markets, international versus domestic business communication, standardization versus adaptation in cross-cultural communication; cross-cultural dimensions of business communication research, cross-cultural aspects of the business communication mix (advertising, promotion, sales, public relations, trade shows, and commercials), cross-cultural aspects...
Words: 6912 - Pages: 28
...Over the past few decades, the populations of minorities including Asians, Hispanics, and African Americans have increased enormously. “These new consumers demand representation, attention, and acceptance from the marketing community” (Macchiette & Roy, 1995). Because a consumer’s buying behavior is influenced by one’s culture, attitude and beliefs, marketers are steering away from stereotypical marketing and directing the focus on multicultural marketing. Marketers are creating strategies to meet the individual wants and needs of these cultural groups. Multicultural marketing prevents the possibility of “damned brands” and boycotts, while strengthening the relationship with consumers, and providing growth for a company. Social responsibility is a major factor that marketers need to consider when developing a promotional campaign for a new product. As said in the Journal of Consumer Marketing, “Products considered to be legitimate when targeting one group, may not be perceived as being socially responsible when targeting other sensitive groups” (Macchiette & Roy, 1995). For example, animal fur is considered a sign of wealth in some cultures, but will result in a negative opinion from other consumers such as animal activists. Marketers who do not consider all cultures and beliefs when developing a promotion will provoke boycotting of products and ethnical controversy among consumers, which in turn will result in a negative public image for the brand. Attaining appropriate...
Words: 1360 - Pages: 6
...| Case Study 03 Marketing to the Bottom of the Pyramid | MKT3120 International Marketing | Name : Andrea Manampulle Student Id : 10200729 / MAAMD81 Class : Monday 6 p.m. Due Date : 1st October 2010 Answers 1. In evaluating the potential of a BOP market segment there are certain factors that need to be analyzed in order to develop a marketing strategy. The following will be used as a guideline to establish possibility and viability of marketing to the BOP. Market opportunity Being the “poor sector” of the pyramid is there a marketing opportunity? Will people who struggle to survive buy convince goods? In analyzing the market opportunity of the BOP, as the case suggest with major markets being more competitive and profits margins per supplier reducing, organizations are now uncovering the potential of tapping the BOP. The BOP is a group that consists of over 4 billion people, that accounts for ¾ of world’s population. Given the size of the market, profitability is obtained by volume of sale rather than an individual sale. (Rafeek, 2009 March 16) For example the Indian BOP market with its vast size and demand, offers a huge opportunity for companies. Out of the 1.12 billion population, 70% live in rural areas, accounting to more than 700 million people at 6,27,000 villages. India’s rural population comprises of 12% of the world’s population presenting a huge market opportunity. As at 2008, this market has grown at an impressive rate of 25%....
Words: 1623 - Pages: 7
...is a higher cervical cancer incidence and lower screening test rates that the general Canadian population. British Columbia has a high population of Chinese immigrants that have twice the incidence of cervical cancer than the white women population (Hislop et al, 2003). This study discusses the Cervical Cancer Screening Program (CCSP) that was first established in British Columbia. Although the program has been effective, there continues to be more than 1.3 million women that have not been recently screened (Hislop et al, 2003). The importance of the study was trying to determine facilitators and barriers among the Chinese population and use the information to improve the program and continue education about Pap testing that is culturally and linguistically appropriate for the Chinese community (Hislop et al, 2003). The Precede-Proceed model was used to determine predisposing, enabling, and reinforcing factors by comparing women who had never had a pap test in relation to women who had, but not within the last 2 years. The Precede-Proceed model was the conceptual framework used for development and analysis of the survey questionnaire and interviews. There are 10 steps in the model. The first five deal with defining and analyzing the problem and establishing the objectives and the last 5 involve implementation/ follow-up and evaluation (Hislop et al, U.S. Dept of Health and Human Services, 2003, 2011). First a Community Advisory Committee was established consisting...
Words: 713 - Pages: 3
...BACKGROUND Arizona State University – August 2010 to May 2014 B.S. in Marketing and Management (Double Major) from William P. Carey School of Business Dean’s Award Academic Scholarship – August 2010 to May 2014 GPA: 3.3 WORK EXPERIENCE Microchip Technology, Chandler, AZ – Marketing Intern from May 2013 to Present Working as an intern at Microchip Technology, I perform various necessary tasks in their marketing communications and PIC32 product-marketing department. These include creating ads through Adobe Photoshop, creating informational web sheets through Adobe In-design and Adobe Illustrator, and other various pictures that may need adjustment. I was also part of a team tasked to work on and develop the Twitter page of Microchip. I also worked on the Facebook page of Microchip to make posts more creative and attract more followers. With the PIC32 product-marketing department, I have created competitor analyses, looking at market trends and direct competitors with respect to Microchip. I have also assessed and given solutions to make the Microchip home page easier to navigate and more user-friendly for potential consumers. GlobalMed, Scottsdale, AZ – Consultant from January 2013 to May 2013 Working as a consultant for GlobalMed, a telemedicine company, I was part of a five member team that created a marketing plan for GlobalMed to expand their client base. We worked extensively with their marketing team to come to a solution and our proposed ideas was given a trial...
Words: 652 - Pages: 3
...faster communication, transportation and financial flows, the world is rapidly shrinking. International trade is booming. Imports of goods and services now account for 24% of gross domestic product worldwide. However, sometimes corporations fail to understand the culture of countries that they target as marketing opportunities, therefore not being able to market their brand successfully. Culture is defined simply as the learned distinctive way of life of a society. Each country has its own traditions, cultural norms and taboos. When designing global marketing strategies, companies must understand how culture affects consumer reactions in each of its international markets. In turn, they must also understand how their strategies affect culture. In the global marketplace, extension of products and services into foreign markets often faces unanticipated cross-cultural challenges involving consumer cultural behavior. For example: in Japan, “Diet Coke” was renamed “Coke Light” after the firm learned that the word “diet” carried an embarrassing connotation. A “blunder” is a careless mistake usually caused by a person’s ignorance, poor judgment or confusion. International marketing blunders represent avoidable mistakes made by companies in foreign markets. Many types of blunders result from ignorance of culture. If international marketers are misinformed about the cultural characteristics of a foreign market they may stumble into blunders. A simple cultural oversight can lead to considerable...
Words: 1513 - Pages: 7
...knowledge, belief systems, experiences, values, attitudes, religion, art, ideas, law, morals, customs and way of perceiving the world. Some aspects of culture are visible, such as the way people dress or the food that they eat, while other elements of culture are invisible, such as the importance of religion, belief surrounding the role of family in a society, or the way people think and feel about certain issues. While the visible aspects of culture are often easy to spot, it usually takes much more time and efforts to understand and appreciate the importance of the invisible. However, it is usually the invisible elements of the culture that have the most impact on the way people view the world, and as a result, how they view organizations marketing strategies and whether or not they accept or reject their product or service. Understanding the importance of culture and respecting the role it plays in the lives of potential customers in markets is vital and could mean the difference between the success or failure of ventures. Forget or trivialize this important ingredient, and...
Words: 621 - Pages: 3
...Introduction International marketing is the performance of business activities that direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit. The unique-ness of foreign marketing comes from the range of unfamiliar problems and the variety of strategies necessary to cope with different levels of uncertainty encountered in foreign markets. Furthermore, if internal economic conditions deteriorate, restrictions against foreign investment and purchasing may imposed to strengthen the domestic economy. Global Localization Once a company has decided to go international, it has to decide the way it will enter a foreign market and the degree of marketing involvement and commitment it is prepared to make. These decisions should reflect considerable study and analysis of market potential and company capabilities, a process not always followed. Many companies appear to grow into international marketing through series of phased developments. They grandually change strategy and tactics as they become more involved. Others enter international marketing after much research, with long-range plans fully developed. Financial Strengths Company may become totally involved and invest large sums of money and effort to capture and maintain a permanent, specific share of the market. Managerial Factors As a firm moves from one phase to another, the complexity and sophistication of international marketing activity tends to increase...
Words: 1599 - Pages: 7
...all companies use some sort of advertising when selling a good or a service. The expenditure for the campaign might depend on the type and the size of the Business. Advertising is a complex form of communication that influences customers to purchase a certain product or consume more from that product and, it always identify the sponsor or the company. Advertisements draw public attention to goods and services. Objectives and strategies of advertising lead to various types of impact on consumer thoughts, feelings and actions. Advertising is a paid medium. Generally advertisements provide information of the certain product or service in many different ways. Traditional media, such as; television, radio, newspapers, magazines, books, direct mail and billboards are most commonly used to transmit advertisements to consumers. Advertiser holds the main role in Advertising. Advertiser is the person or organization that uses advertising to send out a message about its products. Advertising Agency is the second player in Advertising. One of the primary benefits of advertising is its ability to communicate to a large number of people at one time. There are different types of Advertising; Print advertising, Outdoor advertising, such as; Billboards, kiosks, tradeshows and events, Broadcast advertising, Covert advertising, Surrogate advertising, Public service advertising and Celebrity advertising. Print advertising have always been a popular advertising medium, but television commercials...
Words: 1438 - Pages: 6
...Multinational Marketing (Irwin series in marketing) By David A. Ricks: http://aib.msu.edu/fellow.asp?FellowID=46 International marketing can be a tricky business. With the increase in global trade, international companies cannot afford to make costly advertising mistakes if they want to be competitive and profitable. Understanding the language and culture of target markets in foreign countries is one of the keys to successful international marketing. Too many companies, however, have jumped into foreign markets with embarrassing results. Out of their blunders, a whole new industry of translation services has emerged. Faulty translations The value of understanding the language of a country cannot he overestimated. Translation mistakes are at the heart of many blunders in international advertising. Since a language is more than the sum of its words, a literal, word-by-word dictionary translation seldom works. The following examples prove this point. Otis Engineering Company once displayed a poster at a trade show in Moscow that turned heads. Due to a poor translation of its message, the sign boasted that the firm’s equipment was great for improving a person’s sex life. The Parker Pen Company suffered an embarrassing moment when it realized that a faulty translation of one of its ads into Spanish resulted in a promise to “help prevent unwanted pregnancies”. Automobile manufacturers in the United States have made several notorious advertising mistakes that...
Words: 1387 - Pages: 6
...International Marketing 1 The Scope and Challenge of International Marketing Objectives What you should learn from Module 1 What is meant by international marketing. To understand the scope of the international marketing task To comprehend the importance of the self-reference criterion (SRC) in international marketing. To be able to identify and manage the factors influencing internationalisation of companies. To evaluate the progression of becoming an international marketer. To see how international marketing concepts influence international marketers. To appreciate the increasing importance of global awareness. 1.1 The Internationalisation of Business 1.2 International Marketing Defined 1.3 The International Marketing Task 1.4 Environmental Adjustment Needed 1.5 Self-reference Criterion: An Obstacle 1.6 Becoming International 1.7 International Marketing Orientations 1.8 Globalisation of Markets 1.9 Developing a Global Awareness 1.10 Orientation of International Marketing Summary The first section of International Marketing offers an overview of international marketing and a discussion of the global business, political and legal environments confronting the marketer. International Marketing is defined as Performance of Business activities beyond national borders. The task of international marketer is explained. Key obstacles to international marketing are not just foreign environments but also our won self reverence criteria (SRC) and ethnocentrism. This...
Words: 6310 - Pages: 26
...Introduction 1 The principal activities of marketing 2 Marketing Mix 3 Market Selection 4 Segmentation and targeting 4 Accessibility/actionability 4 Targeting strategies 5 1. Concentration 5 2. Mass (global) marketing 5 3. Differentiated marketing 5 Market-entry strategies 5 International marketing mix 6 Product 6 Price 7 Promotion 8 Place (distribution) 9 References 10 Introduction Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (AMA). International marketing is just the simple application of marketing principles by a company to overseas or other countries. International marketing involves additional risks and uncertainties compared to the domestic marketing. A company needs to analyze and prepare strategic plans before entering a new market. International marketing is often necessary for the companies in order to increase its sales and size of the market, extend the product life cycle, new opportunities and solutions, etc. In this chapter, we will discuss about the principal activities of international marketing, market segmentation and selection, marketing strategies and moreover, international marketing mix. The principal activities of marketing Marketing is the backbone of a business. For successful marketing, a company needs to analyze several factors...
Words: 1845 - Pages: 8
...Local Advertising P 6–25 Global Advertising P 26–36 Conclusion P36-39 Effective advertisement global or local? Advertisement, every time we turn on TV or radio, surf the Web, check the mail or drive to the supermarket, we are subjected to multiple, and sometimes simultaneous--advertising messages. With that kind of saturation, and the high cost of running an ad campaign, advertisers need to make their ads stand out. Of course, advertising needs to do more than get noticed. It needs to be focused, memorable and ultimately compelling enough to move customers to choose their product or service over all the others fighting for attention. Before we define an effective advertisement is global or local, we should know one thing first . what is the meaning of an effective advertisement? What is the factor to construct a successful advertisement ? effective advertising is advertising that changes the behavior of the consumer of that one thing and also effective advertising, is advertising that makes people feel a certain way about a brand mean it’s all about the brand and how people allow that brand to influence their lives, effective advertising is there is a lot of ways to measure advertising these days, but the over view of what makes an add effective is to people remember and they motivated by is it to the consumption habbits. The basic concept of effective advertising including advertising by a...
Words: 5531 - Pages: 23
...Marketing Plan, First Draft Oriental Beauty Salon Chain DeVry University Nov, 9, 2013 Table of Contents 1. Executive Summary 3 2. Situation analysis 3 2.1 Market Summary 4 2.2 SWOT Analysis 8 2.3 Competition 10 2.4 Service Offerings 10 2.5 Keys to Success 11 2.6 Critical Issues 12 3. Marketing Strategy 12 3.1. Mission 13 3.2. Marketing Objectives 13 3.3. Financial Objectives 13 3.4. Target Market 13 3.5. Positioning 15 3.6. Strategies 16 3.7. Marketing Research 17 References 18 1. Executive Summary 2. Situation analysis Oriental Beauty Salon Company is in its first year of business as a start-up company, and it is preparing to launch an elite oriental beauty services for the Arab American female community living in USA. The Arab American population has been growing rapidly as a result of immigration, high birth rate, and conversions, it was estimated that in 2010 that Arab American community will form % 0.50 of total population of the USA (Asi& Beaulieu, 2013).The U.S. Census Bureau estimates the Arab American population to be approximately 1.4 million. However, the Arab American Institute (AAI) notes that this estimate is low as a result of a lack of comprehensive tracking. The AAI estimates the actual population of Arab Americans to be 3.4 million (AAI, 2008).The median household income for Arab Americans is $56,331 which is higher than the median income for all U.S. households (AAI, 2008). However...
Words: 4198 - Pages: 17
