Cultural Influences Into Our Marketing Strategy

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Incorporating cultural influences into our marketing strategy will be critical moving forward in the global market. To have an effective global marketing strategy, we must consider these cultural influences in the country where the new product is being advertised and it must be understood that their citizens’ choices about purchasing the product is based on these cultural stimuli (Hunt 2016). The first cultural influence to be considered is the Values associated within that society. This is among the top influences to be considered and determines what behavior is suitable and what type is unacceptable (Hunt 2016). There are societies that are more personal, or individual focused, in their decision making process versus other countries that make decisions based on a group need. Countries such as Japan and other Asian cultures that are more family oriented purchase products with this approach, whereas America and other western nations purchase more from a personal desire. The execution of any marketing advertising plan must be implemented using these two approaches where one focuses on the values of the person in contrast to the other that concentrates on the group values (Hunt 2016). The next important step in the marketing strategy will be establishing relationships within that society. For example, in the cultures of Asia, Mediterranean, Middle East, and South America prefer to conduct business with people they already have a strong relationship with. For current and future business, the marketing strategy must include a unique approach of networking and establishing a bond with the people in that culture. It is imperative that a part of this effort focus on learning certain words, phrases or clichés that are used on a routine b... ... middle of paper ... ...reach those international markets. Understanding these cultural considerations does change the company’s normal approach to domestic advertising because other countries have different belief systems and practices that cannot be ignored if a product or service is going to be promoted and sold. If the company ignores culture, then the result can be like what happened in Thailand. When a company tried to sell eye-glasses using pictures of little endearing animals wearing those glasses, the product was rejected because in Thailand, animals are believed to be a low form of life. In India, when another company used an owl as part of its marketing strategy for that market, even though in some cultures this bird promotes wisdom, in India it denotes bad luck (Iler, 2011). Useless to say that the product did not sell and demonstrates the importance of cultural considerations.

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