...Culture is a defining feature of a person's identity, contributing to how they see themselves and the groups with which they identify. Culture may be broadly defined as the sum total of ways of living built up by a group of human beings, which is transmitted from one generation to another. Every community, cultural group or ethnic group has its own values, beliefs and ways of living. Culture forms an important element of social life of a man. It is the culture that makes human animal to man. It regulates his conduct and prepares him for group life. It teaches him what type of food he should take and what manners, how he should cover himself and behave with the fellows, how he should speak and influence the people, how he should co-operative and compete with other. Man has acquired these qualities required to live and social behavior even for complicated situations. In here we are trying to discuss how culture can affect to the marketing process when it comes to the international marketing because culture is different in every country and also even in the same country there are different sub cultures too. In order to be successes in international marketing, marketers have to understand and these differences of cultures around the world. Culture Definition We define culture as the sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society (Consumer Behavior, Shiffman and Kanuk) Components of culture ...
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...The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself (Ducker). Though a simple statement, as the world economy grow and consumers change this gets increasingly difficult. Globalization has caused marketers to research different countries, creeds, and cultures to make unique marketing strategies. Globalization isn’t the future of our economy, it’s the now. Advances in technology have made the world a much smaller place. With access to new markets many companies are venturing into uncharted territory in search for profit. Though its sounds great there are many precautions to take before a company finds a new market. There are barriers to entry: most common among many are tariffs, quotas, and sociocultural variances. Tariffs are taxes put on imports from other countries. The effect of a tariff is to raise the price of the imported product; it makes imported goods more expensive so that people are more likely to purchase domestic products. Quotas are limits on the amount of goods that can be imported. Putting a quota on a good creates a shortage, which causes the price of the good to rise and make the imported goods less attractive for buyers. This encourages people to buy domestic products, rather than foreign goods. Sociocultural differences in religious beliefs or practices, basic cultural assumptions and/or patterned behavior, language, idiom, body language and assumptions about social strata are all among potential...
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...Assignment 1: Corporate Responsibility and Marketing Strategies NIKE INC The rivalry in the sportswear industry is as intense as it has ever been. According to Forbes, the global sports apparel market will grow at an estimated CAGR of 4% from 2012-2019. Some of the key players Nike, Adidas, Puma and Rebook are now competing with rapidly growing competitors Under Armour and Lululemon Athletica. In such a saturated domestic market, major players like Nike will have to set itself apart by focusing more on Image and Global strategies vs. product line. Company Overview Mission Statement: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.” - Bill Bowerman (co-founder of Nike) Nike Inc designs, develops, markets and sells high quality footwear, apparel, and equipment, accessories and services. Their product lines range between seven key categories: running, basketball, football, men’s training, women’s training, Nike Sportswear, and action sports. They are the leader in the industry, producing 25.3 billion in 2013 fiscal revenues. Nike is about recognizing sustainability as a route to future probability. Ethical and Social Responsibilities With the growing competition and product line equal, consumer perceptions of Nike will play a critical role in building the brand and competitive advantage. Improving image with respect too Ethical and...
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...tendency to culture merger. People from all strata of life from different countries all over the world enjoy the same movies, television shows, food and fashion. The global village ushered in by Marshal McLuhan has not only become a contemporary reality but seems to have demolished all frontiers, not only between countries but also between cultures and so national cultures which give form to national identity have been absorbed in one global culture resulting in the loss of individual national identity. Various debates on whether globalisation improves cultural diversity or else makes this diversity uniform are very much on the agenda. Culture distinguishes one country from another. It links people to places in a number of ways. These links include religion, dress, food, or the media. The latter serves also as a means for advertising different cultures around the world. One may easily claim that, due to the increasing interpenetration happening in our world, national cultures are becoming diluted and homogenised into one huge global culture. The term ‘interpenetration’ refers to the “distant cultures... come[ing] face to face with each other at a local level...” (Cochrane & Pain, 2004, p.16). The globalisation of culture is just one way in which globalisation manifests itself. Globalisation can be summarised as the force that covers all areas of our lives: economically, politically and culturally. “It is the organisation and exercise of power on a global scale” (Cochrane...
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...“Global Consumer Culture is a beguiling illusion that completely glosses over the hard realities of national, ethnic and religious differences. It is therefore a dangerous fiction for the marketing manager to engage with.” Discuss, with examples. Introduction Globalization has made a more variety of products available for all consumers. In this sense, globalization increases differences, rather than generate homogenization (Lee & Usunier, 2009). Moreover, global influences are adapted to local circumstances; therefore, globalization results in an increasingly cultural diversity. The existence of a global consumer culture does not imply the disappearance of differences; rather, the modern culture results in the sum of these differences (Arnett, 2002). Global consumer culture (GCC) is a new stratum of common culture that superimpose on national cultures (Lee and Usunier, 2009) in the same way in which these overlap local traditions and subcultures existing within national boundaries, given the fact that most countries are already multicultural (Smith, 1991). Notably, it has been argued that culture is the most influential factor on consumer behaviour (Cleveland and Laroche, 2007); consequently, it is important to define the extent to which a modern global culture determine purchasing decisions, and these insights should inform marketing strategies. Therefore, the question is whether a GCC does exist, in which sense it should be interpreted, and how it does affect national cultures...
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...Research Paper 1-The Role of Standardization, Localization, Culture and Market Research in International Marketing Strategies Adamu Yushau Usumanu This Paper is Submitted in Partial Fulfillment of the requirement for International Marketing Management course SMC University School of Management Dr. Babu P. George May 19 , 2014 Abstract The research paper discussed standardization and localization strategies, where standardization strategy refer to a common marketing program cutting across nations and marketing segments, while localization strategy seek to adapt products and marketing strategy to the specific characteristics of individual markets. The paper further identified the advantages and disadvantages of standardization and localization strategies in the context of international marketing. The role of cultural pattern in society and its effect on consumption were also discussed, where culture refer to a system of values and norms that are shared among a group of people. Cultural patterns exert a great influence on consumption in a social setting. The paper finally discussed the need for a business entity to carry out a research on differences in language culture, regulations governing marketing before entering a new international market. Key Words Marketing Strategy, Standardization, Localization,, International Marketing, Cultural Patterns, Marketing Mix, Market Research Introduction The discussions...
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...client base to a global level. This paper will discuss the standardized marketing strategy of IKEA and evaluate the issues surrounding standardized marketing on a global scale by relating it to multinational corporations alike. Using Hofstede’s Culture theory, it will also discuss whether our cultures of the world are becoming similar, or are we seeing a direct reflection of clever marketing. What standardization (and adaption) could be considered to be: the offering of identical product lines at identical prices through identical distribution systems supported by identical promotional programs in several different countries. (Buzzell, 1968 p 103) Although IKEA practice a standardized marketing strategy in some aspects of the marketing mix such as product, price and place they are certainly not entirely standardized when it comes to their promotion strategy, this is evident when looking at the move into China where they were forced to adapt to Chinese cultural differences. IKEA’s target market has always been ‘everyone’ in other countries however the target market was extremely different in China, the main target is women as they are considered the decision makers and were born in the ‘one child policy’ generation. This group was identified as being impulsive, easy to influence and committed to leading foreign consumer brands (Johannson 2009 p. 44). Due to the costs and distances in china, IKEA makes little use of catalogues, which is so central to their marketing elsewhere. IKEA...
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...Directory Introduction P 2-3 Elaborate Topic P 4–5 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...
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...Fundamentals of global marketing OBJECTIVE: Identify the components of a global marketing venture. Resource: Ch. 1 of Global Marketing: Foreign Entry, Local Marketing & Global Management Content • The Global Marketing Task (in Johansson) o Going Global (pp. 5-6) o The New Global Environment (pp. 6-14) o Key Concepts (pp. 14-20) o Why Companies go Global? (pp. 20-24) o Developing Knowledge Assets (pp. 24-25) o Global Marketing Objectives (pp. 25-26) o Three Hats (pp. 26-27) OBJECTIVE: Evaluate the competitive environment using Porter’s five forces model. Resource: Ch. 2 of Global Marketing: Foreign Entry, Local Marketing & Global Management (Johansson) Content • Theoretical Foundations (in Johansson) o Country-Specific Advantages (CSAs) (pp. 33-39) o Firm-Specific Advantages (FSAs) (pp. 40-47) o FSAs, CSAs, and Regionalization (pp. 47-48) o Extending Porter’s Five Forces Model (pp. 48-51) o Rivalry Between Global Competitors (pp. 51-52) o Strategy and the Three Hats (pp. 53-54) OBJECTIVE: Explain cultural factors that impact the global marketplace. Resource: Ch. 3 of Global Marketing: Foreign Entry, Local Marketing & Global Management (Johansson) Content • Cultural Foundations (in Johansson) o The Meaning of Culture (pp. 60-64) o Cultures across Countries (pp. 65-70) o Culture and “How to Do Business” (pp. 70-72) o Culture and Negotiations...
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...Standardized and Localized Strategies and the Role of Culture in Marketing and Consumption Delroy A. Jefferson This paper is submitted in partial fulfillment of the requirements for International Marketing Doctorate of Business Administration SMC University Dr. Babu P. George July 26, 2014 Abstract The paper seeks to examine the arguments surrounding the issue of standardization versus localization as it highlights specific advantages and disadvantages of both as obtained from a review of the prevailing literature. It links cultural patterns with consumerism and seeks to outline an effective approach to market research for entry into international markets. There are strong arguments for implementing standardization and localization but the literature seems to suggest that either strategy in its purest form represent polar extremes and most strategies consists of some elements of both whereby a middle ground is found. Appropriately designed market research unearth local appeals and cultural patterns which play a crucial role in informing the international marketer of the best suited marketing strategy. Keywords Multinational Corporation, Global Corporation, Standardization, Localization, Cultural pattern Introduction For several years there has been an interesting ongoing debate on the subject of what is the most suitable marketing strategy to be implemented; that of standardization across national markets as opposed to a strategy which espouses an adaptation...
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...International Marketing 14th Edition P h i l i p R. C a t e o r a M a r y C. G i l l y John L. Graham The Scope and Challenge of International Marketing Chapter 1 McGraw-Hill/Irwin International Marketing 14/e Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. What Should You Learn? • The changing face of U.S. business • The scope of the international marketing task • The importance of the self-reference criterion (SRC) in international marketing • The progression of becoming a global marketer • The increasing importance of global awareness 1-2 Global Perspective: Global Commerce Causes Peace • Global commerce during peace time – Commercial aircraft and space vehicle industries – Mobile phone industry – Individuals and small companies • International markets are ultimately unpredictable – Flexibility means survival 1-3 Events and Trends Affecting Global Business • • The rapid growth of the World Trade Organization and regional free trade areas The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe The burgeoning impact of the Internet, mobile phones, and other global media on the dissolution of national borders The mandate to properly manage the resources and global environment for the generations to come 1-4 • • The Internationalization of U.S. Business • Increasing globalization of markets • Increasing number of U.S. companies are foreign...
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...CHAPTER 1 INTRODUCTION TO GLOBAL MARKETING SUMMARY A company that engages in global marketing focuses resources on global market opportunities and threats. Successful global marketers such as Nestle, Coca-Cola, and Honda use familiar marketing mix elements – the four Ps – to create global marketing programs. Marketing, R&D, manufacturing, and other activities comprise a firm’s value chain; firms configure activities to create superior customer value on a global basis. Global companies also maintain strategic focus while pursuing competitive advantage. The marketing mix, value chain, competitive advantage, and focus are universal in their applicability, irrespective of whether a company does business only in the home country or has a presence in many markets around the world. However, in a global industry, companies that fail to pursue global opportunities risk being pushed aside by competitors. A firm’s global marketing strategy (GMS) can enhance its worldwide performance. The GMS addresses several issues. First is nature of the marketing program in terms of the balance between a standardization (extension) approach to the marketing mix and a localization (adaptation) approach that is responsive to country or regional differences. Second is the concentration of marketing activities in a few countries or the dispersal of such activities across many countries. Companies that engage in global marketing can also engage in coordination of marketing activities. Finally, a...
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...Course Global Comparative Management http://homeworklance.com/downloads/bus-606-entire-course-global-comparative-management/ All Tutorials will be E-mailed immediately after the Payment, Please Check your inbox or Spam Folder and can also be Downloaded by clicking on Tutorial Bucket. For More Tutorials Visit Website: HOMEWORKLANCE.COM For Any Other Inquiry Feel Free To Contact Us: Lancehomework@gmail.com BUS 606 Entire Course Global Comparative Management BUS 606 Week 1 DQ 1 Global Leadership Global Leadership. Identify three leadership challenges in a global world. Support your answers with examples and/or professional experience. Discuss how you would develop a global mindset in five central areas: General perspective Organizational life Work style View of change Learning. Respond to at least two of your classmates’ postings. BUS 606 Week 1 DQ 2 Globalization Globalization. Discuss advantages and disadvantages of globalization. How has globalization affected cultures and cultural identities? Respond to at least two of your classmates’ postings. BUS 606 Week 1 Globalization and Cultures Globalization and Cultures. In a 3-5 page, APA style paper, complete an article review. Your article should come from one of the Ashford online library resources. Your article should cover one or more of the following topics that were introduced in your readings: the impact of globalization cultural differences leadership challenges in a global market ...
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...billion in revenue, employed more than 150,000 employees, and has products in over 200 countries. Coca-Cola has had to research the global and domestic markets to ensure a need for their product. With the research, comes compliance in all regulations when distributing or creating the product in global and domestic areas. Companies have their own procedures in place to guide employees through the ever-changing needs of consumers. These procedures provide an example to the employees regarding the conduct of the employees as business is conducted within global and domestic markets. The procedures also help in the decision-making of company executives as they explore expanding business in the global market. The Coca-Cola Company is a perfect example of a company using both domestic and international marketing. Marketing’s importance in the business world increases day by day. For Coca-Cola to market at a domestic level, they must promote their local products to local consumers in local markets and satisfy the needs of the local consumers. For Coca-Cola to market at a global level, they must promote multinational business all over the world to international consumers in international markets. There are external factors impacting company operations. Both global and domestic companies feel the effect of these factors, which make up the marketing environment influencing company decisions. There are four environmental factors Coca-Cola took into consideration when expanding their...
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...Pepsi Marketing Volume 1 About Current Volume Archives Submission Editorial Board e-Vision Spring 2013 Cultural Imperialism and Globalization in Pepsi Marketing by Justin Grandinetti The increased speed and flow of information brought about by technology has influenced a massive global culture shift. Two consequences of this increased information exchange are cultural imperialism and globalization. Cultural imperialism is a heavily debated concept that “refers to how an ideology, a politics, or a way of life is exported into other territories through the export of cultural products” (Struken and Cartwright 397). The related concept of globalization “describes the progression of forces that have accelerated the interdependence of peoples to the point at which we can speak of a true world community” (Struken and Cartwright 405). A driving force of both cultural imperialism and globalization are major corporations, many of which are based in the United States. Brands like Pepsi are now known worldwide and not simply confined to one particular country or the western sphere. These global brands can be viewed “as homogenizing forces, selling the same tastes and styles throughout diverse cultures” (Stuken and Cartwright 402). Conversely, viewers in other countries are free to “appropriate what they see to make new meanings, meanings that may be not just different from but even oppositional to the ideologies” of these global advertising campaigns. By analyzing three recent aspects...
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