4.3 Cultural environment
The local culture and tradition plays an important role. As mentioned by George and Michael (2001) that “advertise must know not only the native tongue of the country but also its nuances, idioms, and subtleties”. Therefore, hire local expertise for market communication can prevent advertise misunderstood by customer either language misusing.
4.4 Political environment
Political environment is difficult to gain a common conclusion towards to international advertising and other elements. Because regulations are normally based on the economy, nationalisation, culture and considerations of national sovereignty. The regulations are might also aimed to protect consumers (George & Michael, 2001). Generally, the regulations
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General speaking, researches (Blech & Blech, 2003; Walters, 1986; Blech & Blech 2001) agree that each market environments are different in relative degree, therefore the markets should be treated separately. However, in recent years some factors of globalization are changing and the chance is going to be mature to deploy globalization communication programme.
6.1 Pros and Cons
Young people in worldwide become one of important factors to accelerate globalization which allows companies to take their global marketing communication programme. As we mentioned above, people in the world are going to be more and amore similar at the aspects like lifestyle, tastes, needs and desires. For example, U.S made products was not very popular in France due to the ethnocentrism of French and culture, however young people in France are happy to enjoy the product from America due to approve to the American pop culture, which is delivered by the TV show, drama, film and internet (Belch George & Michael Belch, 2001). These vehicles made people around world not unfamiliar culture and lifestyle either value of U.S. Not only young people in Europe like to receive entertainment and information from other countries, Lin (2011) state China has trend that young people and modernity be fond of the things be labelled
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Scilly (2015) state that it is can brings benefit to domestic companies which allow domestic companies to prevent compete with low-cost foreign competitor. However, the ethnocentrism brings negative effect on foreign companies. The foreign companies may be hardly to enter the oversea market if the country is highly ethnocentric and which would cost more expense on promotional activities. As a domestic company, ethnocentrism will help to make a strong ties with the country. In the aspect of a foreign company, Scilly (2015), suggest minimize the ties of brand image with home country and operating a subsidiary in foreign with a new name and different marketing campaign will help company prevent from harm of
Evidently the best locations to gather information will probably consists of bars, clubs, and liquors stores. As a result they can possibly figure what type of audience is drinking their beverage from country to country. They might even come close to showing certain types of commercials and ads in selected countries. Since people living in foreign countries tend to have different ideology, styles, and cultures. This factor can also be a major impact towards the demography. This can lead the company to examine the aspects of each country and attempt to market a relation towards their consumers. Thus the power of advertising is stronger than what we imagine. We can simply throw any relational principle towards the audience. If done effectively it can cause a formidable following.
Advertising is now as a communication strategy in order to construct consumer’s actions and beliefs about their desire of the products. Most companies will hire advertisement department to promote their products through a creative advertising. However, advertisement not only promotes products for companies but also could influence their sale since the competitive marketing all over the world. All of the companies use advertising to promote their products, therefore, the job of advertisement companies in order to use advertising as a communication strategy and transfer its valuable message to consumers. Since the advertising marketing has become extensive and competitive, for most advertisement companies, the only way to attract audience’s attention is to be more
As a consumer of this materialistic country, I can sometimes feel overwhelmed with all of the advertisements that exist and are thrust at me constantly. While some of them can be cute or creative and occasionally put a smile on my face, the majority of them exasperate me with their stupidity. However, when an advertisement is done correctly and the quality of it astounds the viewer, something amazing can happen. People can start to talk about what they have been impressed by, and word-of-mouth creates further advertising. Advertising is a form of art that reaches millions of people at once and can affect their view on not just the product, but on the entire idea of advertising itself.
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.
Language and culture are problematic issues when it comes to international marketing. When a company enters the global markets it has to deal with many issues, which do not exist when it comes to the local market. Language is one of the problems and is always a challenge. Even though English is spoken around the world in most cases it cannot be used as a language for international campaign. Therefore the translation of the campaign into the foreign language is very important.
Belk (2004)have explored the effects of global and local advertising in China, specifically the effects on the consumer views of foreign brands and Chinese brands. The study was conducted with a group of participants of 40 people, with age groups ranging from 20 to 65. The research has found that the responses from the participants were divided in to two. The first segment of participants exhibited preferences favorably directed towards the more globalized views. The other segment of the group was in favor of stronger preservation of Chinese values hence the positive view of local origin products. Furthermore the study has found that the larger part of the participants were still in favor of the western advertising appeals. These western advertising appeals were described to be seen as cosmopolitanism, excitement, modernity, quality, technology, and beauty by Zhou and Belk (2004). However this does not mean that there was an abandonment of feelings of national pride, patriotism, or Chinese values, exhibited by the
In conclusion, the industry of advertising; has become so outspoken and advanced that without it our society's economic growth wouldn't be a portion of what it is today.After taking into effect the outcomes of advertising, and the idealizations that come with it, society as a whole would not be what is is today without the influence of advertizing. Having considering that; one article that exfoliates that idea and its purpose is Jib Fowles analysis of “Advertising's Fifteen Basic Appeals”, where he, the author goes into detail explaining the specific appeals that relate to the advertising corporation. As fowles infers in his
Technology is largely celebrated in today’s modern culture. This is certainly understandable as technological advances harness the collective need to innovate and move forward. While the myriad of positive effects of technology are often recognized, one thing that does not receive as much attention is the potential drawbacks of living in a digital age. In her essay, “Can you Hear Me Now?,” Sherry Turkle addresses the many ways that technology has changed America’s collective culture in a somewhat negative manner. Included in this are observations about a reality of disconnection, lost rites of passage, and the substitution of interpersonal connections with impersonal connections. In “Reality Television: Oxymoron,” George Will succinctly highlights the general decline in substance in the media. In “Television: The Plug-in Drug,” Marie Winn offers a commentary on the tendency of television to contribute towards a breakdown of traditional family life. These observations reveal that with the many benefits technological advances bring to daily live comes an unforeseen change in the general cultural context of society. This thesis is significantly supported by the writings of both George Will and Marie Winn by articulating relevant issues about the substance on television. These two essays strongly support Turkle’s essay in terms of expressing the true problems brought by this cultural shift; however Turkle explains a stronger in-depth analysis on how television has negatively impacted America.
Advertising texts and images seem to be the most visible and ubiquitous icons of consumer society. The Advertising industry indeed has simultaneously become one of the most powerful and apparently most uncritical institutions of today as well as this, people seemingly have accepted billboard advertising as an usual part of their environment. Nevertheless there sometimes develop certain advertising campaigns undergoing general ideas about what ads are supposed to show and they hence provoke controversial public debates. So called controversial advertising has often been claimed to somehow subvert conventional advertising’s practice by the audiences, justice, advertisers, companies, advertising industry’s self regulating institutions and so forth. This now rises the question how far industrial advertising as an institution that has to promote consuming goods, can be subversive.
In internationalization, the most challenging decision faced by the company to choose between standardization and adaptation in its operations, products or services. It has been one of the important and most popular research topics since 1960s to understand whether standardization is better or adaptation for marketing mix in international marketing. The increasing role of international expansion of business across the borders has also increased the focus of companies towards the international marketing strategies. It is also a biggest challenge for companies to better understand the different needs and choice of customers due to the huge differences among the cultures from various nationalities. This leads to the dilemma in the mind of marketers to understand which strategy is effective and good - standardization or adaptation. There is a significant impact of standardization or adaptation on all avenues of business such as research & development, structure, marketing mix, production, finance and marketing mix. The attitude of a company towards the culture of a particular country in which it is going to enter or start its operations decides to choose between standardization and adaptation. Consider the different views and arguments for each standardization and adaptation, this essay critically analyze which strategy is better to choose for international marketing.
Cross cultural marketing is the process of a company during business in a market in which the cultural of the potential customer is different from the company that wants to sell in that market. These differences can be seen in many different areas, including language, value systems and social morale. In addition the educational level and the style of living must be considered. This essay will focus on what must be done by Company A a United States based company to understand and do business with a cross cultural marketing in France. In this essay I will discuss the different areas that the company must be prepared to deal with because of the differences of culture, and how to overcome those challenges. When dealing in a cross-cultural market
Mooij,M de.2004.Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Sage, Thousand Oaks, CA.
Global segment include relevant new global markets, existing market that are changing, important international political events, and critical cultural and institutional characteristic of global market. When company entering the global, it automatically can increasing number of people believe or consumer in the multiple nation and this si...
In week five we learn about the importance of globalization and how it can help your company’s profits grow. There are many things to look at when selling globally as different cultures need to be looked at differently when making a marketing strategy. If you understand how to market your products to different cultures in different countries you can take advantage of the profits that can be made through globalization.
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