Question

What is the influence of Culture on International Marketing? How does culture relate to values, attitudes, language, education, technology, religion, and social organizations?

Answer 1

Marketing is the key to sucess for any business. With out proper marketing it is not possible to develop business and find new markets. As a strategy of marketing it is mandatory to know about the market before penetrating in to the existing market. As far as international marketing is concerned finding new market raises new challenges as they have to understand the local need of the people. The people across the globe follow various cultures and the buying capacity of the people varies with their culture. It becomes important for the marketing team to understand the culture of the people, how they react to the products especially if food products etc. People of certain culture avoid buying products manufactured by their enemy country and if the marketing is done with out this knowledge, business cannot happen there.

Culture is not a single factor to be adhered on, people of the same nationality hold themselves unique in their own way. Relating culture to values, people think what they beleive correct is their culture. One cannot question the beleif of the people. Certain food may be forbidden to their community and they consider that as their cultural value. In that case marketing the products with the forbidden stuff in that may be a huge failure and questioning the value of the people. Attitude is how the people react the new environment. The decision making capacity of the individuals depends on the way they are brought up. Certain community will be forward minded and some may not. Analysing the people before introducing sensitive products to the market is very important in such cases. Language is a major factor influencing the culture of the society, there are communities which consider their mother tongue as superior than any other languages. In such cases the markeing has to be done in the local language involving the natives of the region to get the marketing enugh reach.The religious beleifs of the people plays a major role in the culture as well as marketing. The marketing strategies should be such that the religious feelings are not hurt and at the same time the marketing is conveyed. Education, technology and social organisations make the people more open minded and acceptable to change. Such people do not adhere to their beleifs but will be willing to take up changes in necessary. International marketing is made easy and successful by understanding and studying the cultural aspects of the new territory and implementing the marketing strategies by making necessary revisions.