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Political situation of USA in international marketing
Role of culture in international market
Importance of cultural differences in marketing
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Competition in the business world is fierce and in order to survive companies must expand. “With the increasing globalization of markets, companies find they are unavoidably enmeshed with foreign customers, competitors, and suppliers, even within their own borders,” (Cateora-Graham, 2007). One way in which many companies have done this is by going global. International marketing, although more prominent than ever before, is still a difficult arena for marketers to master. Although religion and culture are not immediately brought to mind when business is brought up, marketing is one aspect of business that is highly sensitive to culture. Not only culture, but also politics, the economy and the law effect marketing strategies. This paper will examine the differences between the American and Japanese marketing environments.
CULTURAL INFLUENCES
“It should not be surprising that Japanese marketing practices vary from traditional Western marketing practices because marketing is the process of satisfying wants and needs and these desires vary tremendously among cultures,” (Howard, 1999). The Japanese have been noted as leaders in marketing techniques. However, the Japanese may not be as adept in the marketing field as once thought. The Japanese view the field of marketing much differently than Americans do. The Japanese believe that “if a good, quality, lower-priced product is produced based on consumer information, people should buy it,” (Howard, 1999). The Japanese do not place marketing very high on their list of priorities. This is very different from their American counterparts. American companies value marketing highly. Japanese companies place more emphasis on production and manufacturing.
Cultural differences between Ameri...
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...gies of these marketing giants. As these trends continue to change, expect the marketing to adapt as well.
Works Cited
Howard, Carol. The Future of Japanese Marketing. Business Forum. 1999.
Retrieved Feb 22, 2008 from: http://www.allbusiness.com/management/393253-1.html
Ogden, James R. Reflection on Japan's faltering economic problems: a marketing
management perspective. Global Competitiveness. 2004. Retrieved
January 22, 2008 from: http://www.allbusiness.com/marketing/market-
research/866367-1.html
Nevertheless, it must “defend” its current market share if not increase it, by maintaining premium quality and develop innovative products. The marketing mix strategies will effectively achieve targeted revenue and profitability in the near future.
This book, Japanamerica focuses on how the Japanese popular culture influencing the American culture. The author, Roland Kelts take a neutral prospective in order to create this book, which is done by interviewing many significant individual who took part in establishing the popular culture in both Japan and America. Kelts investigates why the phenomenon of Japanophilia, or the “outsider’s infatuation with Japan’s cultural character” (pg.5), is occurring especially in the United States. Even though Japanophilia phenomenon arose before the twentieth century, it is increasing in number because of the anime, manga, videogames, and other medium of popular culture.
Thus new products/line extensions will be based on Allround brand, each one with a unique target market, delivering different value proposition to the respective customer.
Marketing is the process of searching for options for accumulating profits by identifying the demands of the people and satisfying their needs with appropriate products. In today’s globalized business world, marketing can play a vital role in establishing trade blocks all over the globe with competitive and cutting edge market, research, policies, strategies and activities.
However, entering into a market as different as Japan is not without its risks, and must be ensured to be successful, with the help of market research, marketing, and operational theories, lest the new venture become a very costly mistake. Target Consumer Market When moving to a market with a consumer culture so different from the home market, a company must be careful to analyse its target audience in detail, to avoid costly cultural faux pas. To get a good feel for the Japanese culture, a good place to start would be the experts in the cultural studies field. Hofstede’s cultural dimensions, created during his in-depth GLOBE study of the cultures of the world, gives a good comparison between the priority differences between Japanese and English culture. A detailed analysis of the cultural differences will be given in the ‘Marketing Issues’ section of the report.
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
Japan has always been one of the leading markets in luxury consumerism. The biggest global companies such as LVMH, Richemont and Kering have a strong presence in the country through retail. The market competition is high in the country and the companies have to adapt themselves to consumers need to succeed.
Also, U.S. products are considered not as safe as domestics ones, due to the use
During the 1990s, Japan has been exposed to one of the most difficult structural transition periods in its post-war history, in terms of social and economic conditions. There have been two major changes: one is a substantial decline in economic growth in real terms, and the other is a changing social structure characterized by the declining birth rate and the ageing population. Under the pressure of changes in the economic environment caused by globalization and innovations in information technology, Japanese business corporations are forced to adapt to the new situation. While companies faced with fierce international competition, it became more critical to understand the basic knowledge of complicated legal, cultural, economic, and social issues. Engaging in international trade also requires attention to international regulations, international business planning, international market research, funding, distribution and other areas that must be considered separately from domestic business issues. The paper suggests some of the basic tools that can apply to solve the problem or to bring the business opportunity to fruition in today's Japanese business environment
I chose to compare and contrast the United States culture with the culture in Japan. There are a few similarities between the two, such as a love of the arts, fashion and baseball. However they are more culturally different than similar in very major aspects.
... this and their marketing strategy will be key if they are to remain viable, grow and compete in the market.
Armstrong G. & Kotler P. (2007) Marketing: An Introduction 8E Upper Saddle River, NJ Pearson Prentice Hall Publishers
In conclusion, it can be said that global marketing has been emerged very rapidly in recent years. It has provided various opportunities for the companies to expand their business to the other regions of the word. However, there remain certain environmental issues that need to be considered before entering in to the desired region. These issues can be resolved with designing the strong global marketing plans and strategies, the data for which can be gathered through conducting global market research. Despite numerous issues, one can easily say that globalisation has reduced the global reach of the organizations as well as customers. It would not be wrong to conclude that
Due to the fact that changing times imply as well a change of society and its changing wants and needs, companies have to be aware that a brand’s position should be adapted to a newly developed lifestyle. “All brands need to be revital-ized on a regular basis in order for them to be kept fresh, vital, and relevant to the contemporary market.” (Keller/Sterthal/Tybout 2002, p. 86).
Petty Ross D. Editor's Introduction: The What and Why of Marketing; American Business Journal, Vol. 36, 1999