Individual's behavior is guided by the value structure which is built on the culture of the society. Culture or in other words sophistication might associate to a state, a different serving of the area, or an organization. It is extensively consented that you are not born alongside a sophistication, and that it is learned. So, culture includes all that we have learned in relation to benefits and norms, habits and traditions, beliefs and faiths, rites and artefacts.
When talking about the importance of culture in international marketing, it is absolutely true that culture plays the role of backbone to international marketing. There is always been a difference in the values within the societies and localities on a smaller scale and a definite difference in beliefs and traditions within the nations and between different nations. So it is necessary to get a tight grasp on the customs, beliefs and values of the market where you are planning to take your product or service. This could even mean in terms of altering the promotional and branding material based on the cultural acceptance. Considering the example of the failure of Disneyland Paris, the aim was to transplant an American style park to Europe and the choices were either Barcelona or Paris. The factor of cultural imperialism came in due to this transplant which was not accepted by the locals. The self-reference criterion and ethnocentrism were the main issues in the cross cultural differences which had occurred. The key factor neglected was the lack of marketing research which is the base of international marketing when one is taking the product out of the boundaries. The solution strategically developed for this case was to be focused more on the emotional aspects, unique and extraordinary family experience that would remain in the hearts of the guests till lifetime rather than on too much American hipness and extravagance.
The nature and level of education will vary in international marketing. This impacts the message or the medium which one uses to communicate the message. In international marketing, marketers need to take into account advertisements based on written copies.When marketers are marketing their products in countries which are low in literacy levels, so they make use of visual and audio media messages for advertising their products such as billboards, TV ad campaigns, ATL events, etc. Even labeling of products might become a source of issue in these countries.
The next thriving factor that comes in international marketing is about the society norms. These include gender issues, management of government is either centralized or developed, influences of casts, race or class are considered.
When talking about culture in international marketing the technological acceptance can never be exempted because of traditional customs some organizations are reserved to adapt to new advancements easily and similar is the case with some nations as it is step to challenge the status quo of the nation.
Last, but not the least aesthetics cannot be neglected in international marketing because it relates to one's own senses and appreciation of the artistic nature which includes ambience, environment, comfort level, etc.
When talking about the importance of culture in international marketing, it is absolutely true that culture plays the role of backbone to international marketing. There is always been a difference in the values within the societies and localities on a smaller scale and a definite difference in beliefs and traditions within the nations and between different nations. So it is necessary to get a tight grasp on the customs, beliefs and values of the market where you are planning to take your product or service. This could even mean in terms of altering the promotional and branding material based on the cultural acceptance. Considering the example of the failure of Disneyland Paris, the aim was to transplant an American style park to Europe and the choices were either Barcelona or Paris. The factor of cultural imperialism came in due to this transplant which was not accepted by the locals. The self-reference criterion and ethnocentrism were the main issues in the cross cultural differences which had occurred. The key factor neglected was the lack of marketing research which is the base of international marketing when one is taking the product out of the boundaries. The solution strategically developed for this case was to be focused more on the emotional aspects, unique and extraordinary family experience that would remain in the hearts of the guests till lifetime rather than on too much American hipness and extravagance.
The nature and level of education will vary in international marketing. This impacts the message or the medium which one uses to communicate the message. In international marketing, marketers need to take into account advertisements based on written copies.When marketers are marketing their products in countries which are low in literacy levels, so they make use of visual and audio media messages for advertising their products such as billboards, TV ad campaigns, ATL events, etc. Even labeling of products might become a source of issue in these countries.
The next thriving factor that comes in international marketing is about the society norms. These include gender issues, management of government is either centralized or developed, influences of casts, race or class are considered.
When talking about culture in international marketing the technological acceptance can never be exempted because of traditional customs some organizations are reserved to adapt to new advancements easily and similar is the case with some nations as it is step to challenge the status quo of the nation.
Last, but not the least aesthetics cannot be neglected in international marketing because it relates to one's own senses and appreciation of the artistic nature which includes ambience, environment, comfort level, etc.