Culture In International Marketing And Buyer Hehavior Essay Example For Students

Culture In International Marketing And Buyer Hehavior Essay IndexIntroductionCharacteristics of cultureInternational Marketing and buyer behaviorExamples of Cultural Blunders Made by International MarketersThe Culture Sensitivity of MarketsThe Development of Global CultureCultural Analysis of Global MarketsCross- cultural analysisConclusionReferencesIntroductionCulture is the learned ways of group living and the group’s responses to various stimuli. It is also the total way of life and thinking patterns that are passed from generation to generation. It encompasses norms, values, customs, art, and beliefs. Culture is the patterns of behavior and thinking that people living in social groups learn, create, and share. Culture distinguishes one human group from others. A peoples culture includes their beliefs, rules of behavior, language, rituals, art, technology, styles of dress, ways of producing and cooking food, religion, and political and economic systems. Anthropologists commonly use the term culture to refer to a society or group in which many or all people live and think in the same ways. Likewise, any group of people who share a common culture—and in particular, common rules of behavior and a basic form of social organization—constitutes a society. Thus, the terms culture and society are somewhat interchangeable. Characteristics of culture:Culture is prescriptive. It prescribes that kinds of behavior considered acceptable in the society. The prescriptive characteristic of culture simplifies a consumer’s decision-making process by limiting product choices to th ose, which are socially acceptable. These same characteristics create problems for those products not in tune with the consumer’s cultural beliefs. Culture is socially shared. Culture cannot exist by itself. Members of a society must share it. Thus acting to reinforce culture’s perspective nature. Culture is learned. Culture is not inherited genetically; it must be learned and acquired. Socialization or enculturation occurs when a person absorbs or learns the culture in which he or she is raised. Culture facilitates communication. One useful function provided by culture is to facilitate communication. Culture usually imposes common habits of though and feeling among people. Thus, within a given group culture makes it easier for people to communicate with one another. But culture may also impede communication across groups because of a lack of shared common culture values. This one reason why a standardized advertisement may have difficulty communicating with consumers in foreign countries. How marketing efforts interact with a culture determines the success or failure of a product. Advertising and promotion require special attention because the play a key role in communicating product concepts and benefits to the target segment. Culture is subjective people in different cultures often have different ideas about the same object. What is acceptable in one culture may not necessarily be so in another. In this regard, culture is both unique and arbitrary. Culture is enduring, because culture is shared and passed along from generation to generation, it is relatively stable and somewhat permanent. Old habits are hard to break, and people and people tend to maintain its own heritage in spite of continuously changing world. Culture is cumulative. Culture is based on hundreds or even thousands of years of accumulated circumstances. Each generation adds something of its own of culture before passing the heritage on to the next generation. Therefore culture tends to be broader based over time, because new ideas are incorporated and become a part of the culture. Culture is dynamic. Culture is passed along from generation to generation, but one should not assume that culture is static and immune to change. Culture is constantly changing it adapts itself to new situations and new sources of knowledge. International Marketing and buyer behavior:An understanding of buyer behavior is central to successful marketing. To develop effective marketing programs, the marketing manager must have knowledge of the needs and wants of potential buyers, how they arise, and how and where they are likely to be satisfied. Buyer behavior is affected by many factors. Class, education, age, and psychosocial traits are just four of the many factors useful in distinguishing different buyer groups. Researching the relationships that exist between the marketing-mix variables and buyer needs and response. From this effort have evolved many buyer behavior models, concepts, and techniques. * International Marketing’s Four Buyer Behavior TasksApparent similarities s uch as language can hide subtle but important differences between markets. International marketers have often shown a higher propensity to misinterpret a marketing situation when the cultural and economic environments of the foreign market are apparently the same as their own. For example, Philip Morris lost a considerable amount of money when tried to introduce a U.S. cigarette to the Canadian market. Management was under the erroneous impression that Canadians and Americans had similar smoking habits because the spoke the same language, had similar cultural heritages, dresses more or less the same, and watched many of the same television programs. Romeo And Juliet (1059 words) EssayLocal culture and social structure are now shaped by large and powerful commercial interests in ways that earlier anthropologists could not have imagined. Early anthropologists thought of societies and their cultures as fully independent systems. But today, many nations are multicultural societies, composed of numerous smaller subcultures. Cultures also cross national boundaries. For instance, people around the world now know a variety of English words and have contact with American cultural exports such as brand-name clothing and technological products, films and music, and mass-produced foods. Many anthropologists have become interested in how dominant societies can shape the culture of less powerful societies, a process some researchers call cultural hegemony. Today, many anthropologists openly oppose efforts by dominant world powers, such as the U.S. government and large corporations, to make unique smaller societies adopt Western commercial culture. Cultural Analysis of Global Markets:Whether a firm is pursuing a national-market or global-market strategy, it is interested in increasing the effectiveness and efficiency of its marketing programs within and across foreign markets. It must therefore know to what degree it can use the same product, pricing, promotion, and distribution strategies in more than one market. Unfortunately, the dual goals of program effectiveness and efficiency are in conflict. Market effectiveness is achieved by adapting marketing programs to marketing characteristics and conditions within markets. While doing so incurs additional marketing and production costs, the firm strengthens its market competitiveness by being more responsive to the needs of the marketplace. Efficiency, on the other hand, is achieved by minimizing marketing program changes across markets. Thus the firm minimizes marketing and production costs and strengthens its competitiveness vis-?-vis its competitors. The economic and competitive implications of both goals need to be taken into account when making program adaptation decisions. Both goals depend on understanding the cultural context of each market and the degree to which they are culturally similar. Thus, global companies need to develop a capability to conduct cross-cultural analysis of buyer behavior. Such a capability can help these companies optimally balance the competitive benefits to be derived from effectiveness and efficiency. Cross- cultural analysis:â€Å"Cross-cultural analysis is the systematic comparison of similarities and differences in the material and behavioral aspects of cultures.† In the marketing, cross-cultural analysis is used to gain an understanding of market segments within and across national boundaries. The purpose of this analysis is to determine whether the marketing program, or elements of the program, can be used in more than one foreign market or must be modified to meet local conditions. The approaches used to gain this understanding draw on the methods developed by such social sciences as anthropology, linguistics, and sociology. Standard marketing research techniques, such as multi attribute and psychographic techniques, can be used. For example, Berger, Stern and Johansson used to multi attribute method to study Japanese and American car buyers, and Boote used a psychographics approach to study the segmentation of the Europe community. In marketing, cross-cultural analysis most often involves identifying the effects culture may have on family purchasing roles, product function. Product design, sales and promotion activities, channel systems, and pricing. One approach suggested by Engel, Blackwell, and Miniard to the study of the effects of culture on buyer behavior, and thus in the marketing- mix elements. This involves answering a comprehensive list of questions, although these are neither exhaustive nor specific. For example, a manufacturer of processed foods would be interested in knowing the impact that culture has on such things as taste, purchasing habits, and eating habits. A manufacturer of household appliances, on the other hand, would be particularly interested in how potential buyers view a product’s reliability, durability, and reparability. Conclusion:There is no doubt that the international marketing process do faces a large set of variables as it take place over different countries and it does act in different environments. One of the most determinant environments to the success of the international marketing process is Culture, which hold the reason for many human acts and behavior. Reaching to that point international marketer should study deeply culture treaties of a country the company is planning to act in. so that special amendments in the organization overall plans and actions is made to act in accordance with the new market variables. References:? International Marketing, Sixth Edition. Vern ; Ravi. Dryden Press. ? International Marketing, Ninth Edition. Philip Cateora. IRWIN. ? International Marketing, Sixth Edition. Michael ; Ilkka. Harcourt. ? International Marketing, Tenth Edition. Phillip ; john graham. ? Consumer Behavior, Eighth Edition. James F. Engel ; Roger Blackwell, Bowel Miniard. Marketing Essays