the impact of culture on international planning and implementation of marketing strategies

8/2/2019 The Impact of Culture on International Planning and Implementation of Marketing Strategies

1/30


2/30

In this presentation we

emphasize the importance ofculture in Internationalmarketing operations.


3/30

We must look at the various dimensions of

culture because these affect all aspects of

the marketing process which incorporatesmarketing research, product design,

promotion, distribution, planning as well as

other functions of International business.


4/30

The problems connected with translation arethe difficulties of avoiding brand nameswhich can have offensive or negative

meanings in another language.

For example, GMs model, the Nova, could betranslated asdoesntgoin Spanish. Also thewordgiftwhich has pleasant connotations inEnglish actually meanspoisonin German.


5/30

This term denotes the various ways in whichcertain cultures convey meaning by means ofsigns, shrugs, facial expressions or eye

movement. Such body language varies fromcountry to country and strangers shouldmake it their business to be aware andattuned to what is really meant by any ofthese methods of communication.


6/30

Religion is still a very powerful force in many societies andguides its adherents in all matters concerning rest days,fasting, diet, social customs, conduct of business andconsumption patterns. Undertaking business trips orplanning complex marketing campaigns during the month

of Ramadan when people in Moslem countries fast fromsunrise to sunset will certainly fail to gain enthusiasticresponse from local employees, agents or evencustomers.

In another instance, McDonalds were forced to change thenature of their main product, the beef burger, in India andreplace it with chicken or vegetable-based products.


7/30

This is the number, distribution andproportions of the social classes ina given society, together with therole and composition of the family,whether in its extended form or inthe nuclear grouping more common

to Western societies.


8/30

This includes the roles and scope of females in asociety, their degree of freedom of choice andexpression and what would be considered proper

or improper. The idea of un-chaperoned femalesmeeting male friends before marriage or thedegree of toleration of females in various statesof undress in advertisements is not acceptable in

Moslem countries.


9/30

This indicates the distribution of age, malesand females or even social classes in thepopulation. For instance, there is a much

higher preponderance of minors indeveloping countries than in industrializednations.


10/30

This is the demand for a product whether bysize, quantity or volume, and also the use of aproduct; for example, the use of bicycles as

either leisure or transportation goods dependingupon the country where they are sold. Anotherinstance is the use of pyjamas, sleep-wear inEurope but sold as walking-out lightweight

leisure clothing in tropical countries like Egypt.


11/30

These are existing attitudes to products,whether they are xenophobic towards importedforeign goods or the degree of popularity of

certain styles and colours, designs, etc.

The attitudes also relate to many other factors ina culture and will be discussed further in a

separate analysis.


12/30

This is the historic background of a country or region

which may comprise wars, occupation, colonialism,

oppression or alliances and its resultant effect on

attitudes and national characteristics.

For example, Portugal regards itself as Englands oldest

ally and has always been disposed towards trade with the

UK because of its fear, until recent times, of its large

neighbour, Spain.


13/30

This is the veneration and respect for, or hostility to,

certain symbols and designs, for example stars, crosses,

animals, figures, designs (e.g. a mythical animal such as

a dragon or design such as a crescent); also, any otheritems which may have an emotional impact or generate

sentimental feelings among the population have to be

seriously considered in any form of communication.


14/30

Although most nationalities nowadays wear Western dress,

there are certain occasions and places where the mode of

dress indicates status in the community, professional standing,

social obligation or a distinct cultural identity. The wearing of

robes, uniforms, kilts, turbans, kimonos, dinner jacket and

black tie are all examples of dress for both cultural and

specific occasions. In all cases the wearer makes a statement

about his or her status, profession, occasion, social milieu orposition in society.


15/30

This is the folk tradition, such as handshakes, dressing

for dinner, kissing a ladys hand or kissing on both

cheeks; the giving of gifts or the sending of greetings

cards on occasions.

The mutual presentation of visiting cards by business

partners and the polite preliminaries prior to any round

of negotiations are some examples of local customs.


16/30

This is the accepted form of correct procedure in social

gatherings. When meeting, greeting, eating or attending

some other social occasion, such procedures as bowing,

standing, use of utensils, etc. can vary and cause offence

if the visitor does not come prepared.

For instance, it is quite proper and expected in some

societies for a guest to belch, after a meal to show

appreciation to the host or hostess a procedure which

would result in total ostracism in Western society.


17/30

Although illogical and irrational, such matters as being

thirteenth at table or seeing a black cat cross ones

path can cause discomfort for some people.

Promotions and occasions at which such conditions

occur should be avoided even though they may appear

ridiculous or unimportant to a stranger in a host

country.


18/30

Societies where the concept oftime is money is thenorm as against cultures which are more laid back and donot see the need for strict time keeping or time

management.

Similarly the attitude ofbusiness before pleasure, wherefunctional duties are paramount and leisure pursuits only

take place after those duties are completed.


19/30

This is the degree of importance that members of a

society put upon the ownership of material possessions.

The ownership of cars, houses, articles of clothing, etc. is

of great importance among members of certain social

groups, while other groups may put relatively little value

upon the possession of material goods apart from theday-to-day usage of certain products.


20/30

This factor is directly opposed to material orientation andemphasizes the importance some cultures place uponmystical and abstract thought, religious or metaphysicalcontemplation, even superstitious beliefs, all serving to

minimize the emphasis on acquisition of possessions.

Such orientation could also apply in groups who arehighly politically as well as religiously motivated, where

the pursuit of goals of power are paramount.


21/30

Cultures can be greatly affected by technology. Where

people are accustomed to the use of certain sophisticated

manufactured goods, the demand for certain attributes of

a product will vary according to the priorities brought

about by their use.

For instance, the demand for more powerful computers iscaused by the need for more economical use of time.


22/30

Similarly, energy saving preoccupies the Western world asa result of greater use of power-driven machines. This isin contradiction to some other cultures where manpoweris cheap and abundant, resulting in greater labour-

intensive product demand.

The importance, therefore, of such concepts asmaintenance procedures, re-use, repair and recycling of

products and the opposing views of the throw-awaysociety are all manifestations of technologysuperimposed upon a culture.


23/30

Thus, in International Marketing, an extradimension, allowing for culture has to be super-imposed upon The Marketing Mix.

For example, taking only some cultural factors,the four Ps of the marketing mix can be affecteddifferently by a societys culture.


24/30

Whether capital or labour-intensive

Acceptable colour scheme

Aesthetically pleasing to the culture

Size of pack


25/30

Whether seen as luxury or commonplace good

Whether seen as restricted for certain groups (e.g. wine for

adults only)

Whether seen as a leisure or occupational product (e.g.

bicycles, heavy-duty boots, etc.)


26/30

Prevalence of bargaining

Attitude towards imported products

Expectation of extra benefits (e.g. discounts, guarantee,service, delivery, etc.)


27/30

Preference of venues (e.g. bazaars, shopping malls,etc.)

Facilities for women shoppers (e.g. changing rooms)

Acceptance of certain consumers (e.g. children inbars)


28/30

Display of female body

Linguistic confusion in translation

Ethnic origin of actors in TV commercials

Scepticism or acceptance of the advertisers message


29/30

Culture ofconsumer group

or segmentPurchasingbehaviour

Marketingorganizationresponse and

planningdecisions

Lifestyle

Behaviourpatterns e.g. AttitudesTime and / or place patterns

ConformityIndividualismPeer or family group influenceTaste and styleResponse to promotionsDeferment to hierarchCorporate policies or directivesetc.


30/30

the impact of culture on international planning and implementation of marketing strategies

Documents