Intercultural Marketing The Impact Of Culture On The Marketing Mix

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Intercultural Marketing. The Impact of Culture on the Marketing-Mix

Olivier Samo
Intercultural Marketing The Impact of Culture on the Marketing Mix Book PDF

Author : Olivier Samo
Publisher : GRIN Verlag
Page : 65 pages
File Size : 48,7 Mb
Release : 2015-10-07
Category : Business & Economics
ISBN : 9783668060906

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Intercultural Marketing. The Impact of Culture on the Marketing-Mix by Olivier Samo Pdf

Bachelor Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2.3, University of Applied Sciences Wiesbaden Rüsselsheim Geisenheim, language: English, abstract: The objective of this presented bachelor thesis is to demonstrate how culture affects international marketing activities, thus portray the marketing intercultural branch. In other words, the reader will gain an idea of the importance of culture in the strategic marketing planning. From a marketing point of view, it is recognizable that worldwide interdependence of economies has partly created homogeneity of business operations, but the world is still comprised of cultural differences and specificity and various consumer behaviors and needs. Bearing this fact in mind, enterprises integrate culture more and more into international marketing activities, especially when doing business in an environment full of cultural diversity. The question of a strategic choice is raised at this point. Active international corporations have to decide whether to standardize or to adapt to marketing-mix activities. This leads to the following questions: which factors determine businesses choice for a differentiated or a standardized strategy in marketing mix activities? To what extent can companies standardize goods and services? Is standardization relevant for all marketing mix activities and for all foreign target markets? Is it a necessary for the active international firm to adapt their activities to each national culture? How important is the impact of culture on marketing-mix? The presented paper will provide some preliminary answers to these questions with an emphasis on marketing-mix elements and will investigate whether and to what extent culture should be considered as a strategic key success factor.

International Marketing

Jean-Claude Usunier
International Marketing Book PDF

Author : Jean-Claude Usunier
Publisher : Philip Allan
Page : 516 pages
File Size : 55,5 Mb
Release : 1993
Category : Business & Economics
ISBN : IND:30000035554157

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International Marketing by Jean-Claude Usunier Pdf

This cultural approach to international marketing is aimed at students on undergraduate and postgraduate courses in business studies; MBA students studying an international marketing option; and management trainees and practising managers who wish to develop their intercultural skills. techniques in a global framework and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. Presented in four parts, the book discusses: the cultural dimensions of international marketing and defines the cultural variable to delineate the components of culture and to emphasize its dynamic nature; the globalization of markets and its general impact on international marketing strategies, with emphasis on issues relevant to product policies (brand names for international markets, adaption/standardization methods); marketing decisions such as pricing, distribution and communication; international marketing negotiation with discussion on the effects of bribing and business ethics in international marketing. The geographical focus of the book is Europe, but examples also relate to Japan, the US, Africa, Asia and Latin America.

Handbook on Cross-Cultural Marketing

Glen H. Brodowsky,Camille P. Schuster
Handbook on Cross Cultural Marketing Book PDF

Author : Glen H. Brodowsky,Camille P. Schuster
Publisher : Edward Elgar Publishing
Page : 304 pages
File Size : 45,6 Mb
Release : 2020-09-25
Category : Business & Economics
ISBN : 9781788978545

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Handbook on Cross-Cultural Marketing by Glen H. Brodowsky,Camille P. Schuster Pdf

This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.

Cross-Cultural Marketing

Vescovi, Tiziano
Cross Cultural Marketing Book PDF

Author : Vescovi, Tiziano
Publisher : Edward Elgar Publishing
Page : 352 pages
File Size : 48,8 Mb
Release : 2022-01-20
Category : Business & Economics
ISBN : 9781800889750

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Cross-Cultural Marketing by Vescovi, Tiziano Pdf

Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.

Analysis of Cultural Differences and their Effects on Marketing Products in the United States of America and Germany: A Cultural Approach to Marketing using Edward T. Hall and Geert Hofstede

Matthias Boeing
Analysis of Cultural Differences and their Effects on Marketing Products in the United States of America and Germany A Cultural Approach to Marketing using Edward T Hall and Geert Hofstede Book PDF

Author : Matthias Boeing
Publisher : Anchor Academic Publishing (aap_verlag)
Page : 78 pages
File Size : 42,6 Mb
Release : 2013-06-01
Category : Business & Economics
ISBN : 9783954895366

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Analysis of Cultural Differences and their Effects on Marketing Products in the United States of America and Germany: A Cultural Approach to Marketing using Edward T. Hall and Geert Hofstede by Matthias Boeing Pdf

“Companies that do not adapt to the new global realities will become victims of those that do.” In this quote Theodor Levitt, a former professor at the Harvard Business School, points out that companies all over the world need to deal with a process which has changed the way they carry on a business in many ways. The process, namely globalisation, takes advantages as well as disadvantages, not only for the business world but also for the individual. The importance to face globalisation has always been there but, it has increased with the evolving stages of globalisation. Ever since this process started, companies have tried to derive advantage from globalisation while at the same time they had to deal with the disadvantages. For marketers in particular, this process seems to offer a lot of potential for the exploration of new markets and customers. However, the questions determining the success or failure of a marketing campaign are more complex than in domestic marketing. Accordingly, the terms international and global marketing are strongly connected to globalisation, and have become a key factor for the success of companies. Corporations that want belong to these successful multi-national companies (MNC), or global players certainly have to deal with the different issues that come along with marketing products in other countries. These can have a significant impact on international operations but also on the overall performance of a company. Since a company’s approach to these issues determines the success or failure in marketing a product abroad, these situations have to be addressed at an early stage. Among others, cultural differences are one of the major obstacles that have to be considered in international marketing. Every culture has its own individual values, behaviours, ways of thinking, lifestyle and language which make it unique. Accordingly, companies have two different possibilities to deal with that process. At first, standardisation, an identical marketing plan is used across different cultures, and secondly, adaptation, appropriate adjustments are made to the special cultural environment of the target market. It is therefore important for a marketer to be aware of these differences, and to use the right tools to advertise products successfully in multiple, varied cultural environments. This study provides a comprehensive framework of cultural differences in the USA and Germany, and analyses how companies should conceive their [...]

Critical The Impact of Culture on International Marketing Plans and Review of the French Wine Industry

Nadine Freitag
Critical The Impact of Culture on International Marketing Plans and Review of the French Wine Industry Book PDF

Author : Nadine Freitag
Publisher : GRIN Verlag
Page : 19 pages
File Size : 55,9 Mb
Release : 2005-12-18
Category : Business & Economics
ISBN : 9783638448871

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Critical The Impact of Culture on International Marketing Plans and Review of the French Wine Industry by Nadine Freitag Pdf

Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3 (A), University of Plymouth, course: International Marketing Management, 16 entries in the bibliography, language: English, abstract: Companies like IBM, Coca Cola, Nike, Kellogg’s, Nestlé, McDonalds do business around the world. An important challenge for the international marketing phase of a firm is the need to understand the different environments the company needs to operate in. To understand different cultural, economic, and political environments is necessary for the success of a company. Culture is one of the most challenging elements of the international marketplace.

Intercultural Communication and International Marketing: Corporate Advertising on the Internet

Natalia Magiati
Intercultural Communication and International Marketing Corporate Advertising on the Internet Book PDF

Author : Natalia Magiati
Publisher : GRIN Verlag
Page : 120 pages
File Size : 55,7 Mb
Release : 2006-01-19
Category : Business & Economics
ISBN : 9783638458306

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Intercultural Communication and International Marketing: Corporate Advertising on the Internet by Natalia Magiati Pdf

Diploma Thesis from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, University of Heidelberg, 106 entries in the bibliography, language: English, abstract: This research examines the relevance of intercultural communication for international marketing, focusing on corporate advertising via the Internet. The first chapter outlines the importance of cultural competence in the field of translation by analyzing the role of modern translators as language, culture and information mediators. Reference is also made to a relatively new field of translation, namely localization. Chapter 2 deals with different definitions and concepts of culture, and various approaches concerning which elements comprise it. Furthermore, it analyzes important culture-related terms also influencing intercultural communication, such as language, cultural differences, culture shock, ethnocentrism and stereotypes. The third chapter is devoted to communication, its components, forms and media. Chapter 4 illustrates the significance of intercultural communication by examining different intercultural aspects and concepts, and providing information on a definition and history of the term and on important intercultural communication theorists. Chapter 5 focuses on the phenomenon of globalization, both in cultural and economic terms. The next chapter refers to the significance of communication and culture skills for international managers and to key competences of international management that can be trained. Chapter 7 explores the broad field of marketing, emphasizing corporate identity and the elements comprising it, essential marketing strategies implemented by multinational companies and the international marketing principle “Think global, act local”, indicating how intercultural communication can determine the success of marketing activities. The last part of this chapter approaches the debate “standardization versus differentiation”. Chapter 8 is dedicated to advertising as a form of communication, common advertising strategies illustrated through concrete examples, cultural elements that advertisers should take into consideration and the two variants of international advertising campaigns: standardized versus culture-adapted advertising. The last chapter, after giving an insight into the history of the Internet and its multiple functions, explores its use as an instrument of international marketing communication and public relations, and as an advertising medium, focusing on corporate websites of multinational companies.

Intercultural Marketing

Ivana Beveridge
Intercultural Marketing Book PDF

Author : Ivana Beveridge
Publisher : Routledge
Page : 230 pages
File Size : 46,5 Mb
Release : 2020-11-17
Category : Business & Economics
ISBN : 9781000218077

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Intercultural Marketing by Ivana Beveridge Pdf

With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from marketing practice. Built on a strong, cross-disciplinary theoretical foundation and extensive practice experience, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption, and for the design and implementation of effective intercultural marketing strategies, focused on branding and promotion. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks. Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book’s new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the "practitioner’s hat" and including practice in a netnographic research method.

Cultural Influences on Consumer Goods Marketing in China

Mark Fernandez
Cultural Influences on Consumer Goods Marketing in China Book PDF

Author : Mark Fernandez
Publisher : GRIN Verlag
Page : 165 pages
File Size : 41,8 Mb
Release : 2020-01-21
Category : Business & Economics
ISBN : 9783346100047

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Cultural Influences on Consumer Goods Marketing in China by Mark Fernandez Pdf

Master's Thesis from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, TU Bergakademie Freiberg (Professur für Englische Fachsprache der Wirtschaftswissenschaften und technischen Wissenschaften), language: English, abstract: In recent years, China has witnessed the most skyrocketing economic growth in history. For Germany, China has become the third most important trading partner. Especially for German key industries like the automotive branch and mechanical engineering, the Chinese market has become vitally important. The shift from a seller’s market to a buyer’s market in China with an excess of supply over demand is accompanied by extreme competition between countless suppliers, which forces competing companies to implement efficient and effective marketing strategies in order to acquire customers. Cultural factors in China and Germany differ so much that they affect the entire success of business. They act as invisible barriers that must be overcome, not only in order to build competitive advantages, but in order to be competitive at all. When entering the Chinese market, foreign firms must consider that they will operate in a completely different culture, in which perception, communication, norms, values and other aspects cannot be compared to their respective German counterparts. As this thesis will show, many foreign firms fail in the Chinese market due to their inadequate altercation with cultural specifics, an unwillingness to adapt their strategy to the cultural environment, or a product-market mismatch based on cultural dissimilarities. In order to implement marketing strategies flexibly and effectively in a completely different environment for a completely different target clientele, it is indispensable for German marketers to learn about Chinese culture mindfully. Therefore, the main objective of this work is to prepare German marketing professionals for conducting marketing activities in the Chinese market by demonstrating the impact of culture on marketing, making German marketers more familiar with Chinese culture, and by providing useful advice for their marketing strategies.

International Marketing Mix Management

Tobias Richter
International Marketing Mix Management Book PDF

Author : Tobias Richter
Publisher : Logos Verlag Berlin GmbH
Page : 231 pages
File Size : 55,6 Mb
Release : 2012
Category : Business & Economics
ISBN : 9783832530983

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International Marketing Mix Management by Tobias Richter Pdf

For years academicians and marketing directors have debated the marketing standardisation versus adaptation of international marketing strategy. Despite the great importance of the topic, the debate remains unresolved. At the same time, the continuing globalisation of markets and the growing importance of the emerging BRIC markets make an optimal management of international marketing efforts a necessity. Therefore, this study offers - on the basis of a solid theoretical framework and sound methodological operationalization - empirical findings on how to successfully manage both, the international marketing mix and the related marketing process in world markets. In particular, the marketing strategy pursued by multinational corporations are analysed and compared as well as empirical findings relating to financial and non-financial performance measures are provided.

Handbook of Cross-Cultural Marketing

Erdener Kaynak,Paul Herbig
Handbook of Cross Cultural Marketing Book PDF

Author : Erdener Kaynak,Paul Herbig
Publisher : Routledge
Page : 392 pages
File Size : 50,7 Mb
Release : 2014-04-08
Category : Business & Economics
ISBN : 9781317957874

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Handbook of Cross-Cultural Marketing by Erdener Kaynak,Paul Herbig Pdf

Going global can be risky business if you don't divest yourself of your ethnocentric thinking. You have to take into consideration your new market's language, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures. Designed to assist both American and foreign companies, Handbook of Cross-Cultural Marketing shows you how to increase your chance at success in international markets. It identifies and explains ten important aspects of culture that are essential to cross-cultural marketing to help you understand how underlying cultural beliefs govern the way marketing functions in different societies. It also gives you specific steps for developing cultural adaptation strategies in international marketing. To further your understanding of global marketing and fundamental marketing concepts, this comprehensive book discusses: real life examples of company successes and failures abroad attitudes toward middlemen in underdeveloped countries the advantages of foreign trade shows locating and using representatives, agents, and/or distributors in foreign countries the reception of different American products in different countries potential cultural pitfalls of primary data collecting techniques the role of time in various cultures setting standards for product performance A useful text for students and practitioners alike, Handbook of Cross-Cultural Marketing gives you hands-on strategies and advice for delving into different markets, using techniques that are respectful of individual cultures, and avoiding unnecessary mistakes that can occur if you don't take the initiative to get to know the culture of your new marketplace. Your outlook and beliefs are not the global norm, so read this book to find out how you can be successful with customers who are different from you in terms of motivation, values, beliefs, and outlook.

Marketing Across Cultures

Jean-Claude Usunier,Julie Anne Lee,Julie Lee
Marketing Across Cultures Book PDF

Author : Jean-Claude Usunier,Julie Anne Lee,Julie Lee
Publisher : Pearson Education
Page : 608 pages
File Size : 44,6 Mb
Release : 2005
Category : Business & Economics
ISBN : 0273685295

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Marketing Across Cultures by Jean-Claude Usunier,Julie Anne Lee,Julie Lee Pdf

Back Cover Copy-Usunier "This book is noteworthy in its content and approach as well as in generating class discussion on intercultural marketing relations, exchange, and communications. With the diversity in world markets and the importance of having locally-specific understanding of markets and consumers, it is a welcome resource for teaching students who can either relate it to their own intercultural experiences or who have never had intercultural experiences themselves." Guliz Ger, Professor of Marketing, Faculty of Business Administration, Bilkent University, Turkey International marketing relationships have to be built on solid foundations. Transaction costs in international trade are high--only a stable and firmly established link between business people can enable them to overcome disagreements and conflicts of interest. "Marketing Across Cultures, 4e" uses a successful two-stage cultural approach to explore International Marketing. - A cross-cultural approach which compares marketing systems and local commercial customs in various countries - An inter-cultural approach which studies the interaction between business peoples of different national cultures "I used "Marketing Across Cultures" in courses in five different countries with students from more than 35 nations. The book provides a stimulating view on international marketing issues and at the same time allows in an excellent way to sensitize and train students for intercultural work, which has become the norm for most medium-sized and large companies." Prof. Dr. Hartmut H. Holzmuller., Chair of Marketing Universityof Dortmund, Germany Invaluable to all undergraduate, postgraduate and MBA students studying International Marketing and for marketing practitioners who wish to improve their cultural awareness, "Marketing Across Cultures, 4e" is essential reading. New to This Edition! Rewritten extensively in an effort to make the book as accessible as possible, co-author Julie Lee from Australia helps bring a Euro-Australasian perspective to the table. New materials includes: - The internet revolution and its impact on international marketing - Additional web references that allow in-depth and updated access to cultural and business information - New cases with web-based references, including Muslim Cola (Chapter 6), Bollywood (Chapter 8), BrandUSA: Selling Uncle Sam Like Uncle Ben's? (Chapter 14) and more! To access the robust web materials go to: www.booksites.net/usunier. Jean-Claude Usunier is a professor of Marketing and International Business at the University of Lausanne - Graduate School of Commerce (HEC) and at the University Louis-Pasteur (Strasbourg, France). Julie Lee is a Senior Lecturer in Marketing at the Graduate School of Management, University of Western Australia.

Product-Country Images

Nicolas Papadopoulos,Louise A Heslop
Product Country Images Book PDF

Author : Nicolas Papadopoulos,Louise A Heslop
Publisher : Routledge
Page : 504 pages
File Size : 55,5 Mb
Release : 2014-05-01
Category : Business & Economics
ISBN : 9781317953197

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Product-Country Images by Nicolas Papadopoulos,Louise A Heslop Pdf

This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. Thousands of companies use country identifiers as part of their international marketing strategy, and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.

Newer Insights into Marketing

Camille P Schuster,Phil Harris
Newer Insights into Marketing Book PDF

Author : Camille P Schuster,Phil Harris
Publisher : Routledge
Page : 116 pages
File Size : 48,6 Mb
Release : 2014-04-08
Category : Business & Economics
ISBN : 9781317789550

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Newer Insights into Marketing by Camille P Schuster,Phil Harris Pdf

Through Newer Insights Into Marketing: Cross-Cultural and Cross-National Perspectives, you will discover the need for an integration of perspectives as an essential ingredient for successfully managing increased globalization amid an increasing emphasis on cultural identity. In this compelling volume, the authors examine the European as well as the US approaches to cultural understanding. As a result, this book identifies issues that need further study and resolution so you can integrate this new knowledge into your marketing strategy. From this insightful book you will discover new marketing strategy models, including the sequence of steps and description of tools. Most importantly, this book discusses the integration of information required by the use of the tools to provide you with an excellent method for creating unique insights about the marketplace and the potential for competitive marketing strategies. Through Newer Insights Into Marketing you will discover enlightening new ideas to help you improve your marketing strategies by: examining the process of adaptation to build successful relationships in organizational networks among firms with headquarters in different countries discovering what the authors found when they investigated the effects of cigarette advertising and anti-smoking advertising in Australia and Malaysia analyzing case studies of buyer-seller relationships from the telecommunications industry to illustrate buyer-seller adaptations processes at work providing you with the basis for speculation on the forces governing inter-firm adaptation realizing the importance of investigating not only cultural differences by country but cultural differences by other groupings of consumers as well, such as age and socio economic status With Newer Insights Into Marketing: Cross-Cultural and Cross-National Perspectives, you will discover the importance of including cultural differences in your research design to better understand the relationship between globalization and ethnic perspectives. This excellent collection of articles provides you with a framework for acknowledging cultural differences, studying and understanding cultural differences, and integrating that knowledge so you can improve your international and cross-cultural business techniques.

Intercultural Communication, Globalisation and Advertising: The influence of culture in global advertising campaigns

Sebastian Plappert
Intercultural Communication Globalisation and Advertising The influence of culture in global advertising campaigns Book PDF

Author : Sebastian Plappert
Publisher : GRIN Verlag
Page : 17 pages
File Size : 52,7 Mb
Release : 2010-07-19
Category : Business & Economics
ISBN : 9783640664689

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Intercultural Communication, Globalisation and Advertising: The influence of culture in global advertising campaigns by Sebastian Plappert Pdf

Essay from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Distinction, Macquarie University, course: ICOM 821 Intercultural Communication, language: English, abstract: This paper argues that advertising standardisation is only possible when cultures overlap. For this reason, the term of culture has to be captured and defined, before globalisation and its effect on advertising is considered. Then, the paper will investigate how advertising communicates across cultures and point out chances and flaws of Hall’s and especially Hofstede’s approach. By reviewing localised and standardised advertising, finally, a hybrid advertising strategy will be suggested.