Influences of Culture and Market Convergence - MyAssignmenthelp.com

Question: Discuss about the Influences of Culture and Market Convergence. Answer: Introduction This report explains the importance of culture in international marketing. Culture is beneficial for doing a trade in the local market and it is more significant for doing advertising globally. This report explains the various cultural factors that influence on international marketing. The report also explains the key issues relating to culture in the international marketing and provides the extensive strategies and methods to solve the issues in international marketing. The main objective of this report is to explain the effect of cultural factors on international marketing. According to Jiang Ran Wei (2012), culture is the shared principles and estimations of any association. Culture reflects conventions, traditions, feelings and religions of any gathering of people. Culture affects worldwide promoting. An advertiser must need to find out about the nearby culture inside before offering an item to the customers. Every market strategy has been done to promote the item that is conveying item trademark to the customers and influence customers to buy it. The key elements of culture which have an influence on the marketing practices globally are explained as follows: According to Ladhari et al. (2011), language can be classified into two types that are verbal or non-verbal. Verbal language refers to the manner of speaking and on the other side, non-verbal language consists gestures, signals and body position. It is essential to comprehend how language is used by the business in the target market. A marketer must understand the correct tone of voice in order to give the best impression of the organization that has created it. Many worldwide organizations avoid the effect of religion. It is necessary to determine the difference between the mutual convictions for example, in Islam, Buddhism, or Christianity. For example, the impact of religious convictions on international marketing is the boycott of pork products and alcoholic drinks in the Middle East. The international market manager should be known to the fact of religious division in the nations of operation. According to Powers, Thomas Jeffrey (2010), the social frameworks are diverse in each country, for instance, the family relations, the social stratification, the interest groups and the status in the society. The social association also decides the responsibilities of supervisor and subordinates and how they identify with each other. Values and attitudes can impact response to an item or to its inception. For example, a business using yellow blooms in its logo or on the packaging was all around accepted in the United States but was a failure in Mexico, where a yellow flower blossom symbolizes death or discourtesy. A worldwide organization needs to comprehend the distinctions in qualities and attitudes inside the country (Pookulangara Kristian, 2011). The impression of brand names and checks, excellence, taste or smell and the symbolism of colors, structures, and music can contrast from country to country. For example, the perspective of Cadbury's was divergent in the UK to what it was in Taiwan. The British affiliation Cadbury's with the purple shading and the Taiwanese associated it with dark colored shading. Thus, it is basic for a worldwide association to consider the association between the color association and worldwide marking in a culturally diverse setting. According to Samaha et al. (2014), the STEEP analysis is also used in marketing to examine the different outside factors which affect an organization. It is necessary for every firm to consider some external factors before they can take decisions. STEEP analysis consists some external factors which are explained as follows: Social: The social factors consist forces such as consumer behavior, religion, lifestyles and promoting. Technological: The technology factor of STEEP analysis concentrates on technological advancements such as innovation, communication, research, and development. Economical: The economic aspect is strongly connected with the consumer's purchasing position. This factor includes interest rates, international trade, subsidies, and savings. Environmental: Environmental force includes eco-system factors such as water, food, wind, and pollution. Political: The political developments can highly affect people and business. Political factors can impact environmental, financial markets and laws. Significance of culture in International marketing According to Guo (2013), the significance of the diverse cultures in the international business is necessary for establishing successful worldwide connections. This problem depends on the new international business point of view and what is important to consider in developing a globally business ideas. Nowadays, organizations that are running worldwide with their products need to contend with local organizations that are equipped with tremendous learning on how local people respond to a specific cultural pulse. It is necessary for every business to involve the importance of cultural diversity for the purpose of planning the marketing efforts, initiating campaign plans, issues solving for strategy or value creation with content marketing. The major dimensions of culture in which business can overcome the above issues which affect international marketing are as follows: Power Distance: According to De Mooij Geert (2011), power distance is the measure of the measure of energy by the way of life between the organizations and subordinates. In other words, it indicates to what sort of relationship exists among the subordinates and administration. When there is less power distance in business, then it implies that there is more co-operation between the management and employees. The phenomenon of management constantly right is not material in the low power separate. The administration sees itself as an individual and it does not prefer to suppress his employees while when there is high power distance culture in the business, then the management is correct, seeing himself as better than the others in the organization. Individualism: The plan of individualism depends on the logic that one is the proprietor of his or her life and he or she has a right to live it as per their wants and needs and he or she has the choice to look for the qualities they consider good for himself or herself. Masculinity v/s Femininity: Masculinity refers to a male prevailing nation, society or culture where gentility alludes to a nation, society or culture where the privileges of ladies are equivalent to men. For example, in western countries, the rights for men and women are equal in the workplace (Akaka et al. 2013). Uncertainty Avoidance: Uncertainty avoidance refers that individual ignore from taking part in the activities about which they don't affirm that they will advantage them. They are glad to get occupied with exercises of which they are sure they will benefit from and they have no protection towards risk. Uncertainty Avoidance expresses that people refrain from participating in the activities about which they do not have a clue about that they will benefit them. They are happy to get connected with activities of which they are sure they will benefit by and they have no protection towards the peril. Pakistan, India and the Arab countries have such a kind of culture while on other hand countries that have low defenselessness shirking, they have more protection from risk. Conclusion From this report, it has been concluded that culture has serious effects on any worldwide business execution as it includes not just the customers or the end users of products or services of the organization but also representative's execution and communication skills. This report explains the various elements of culture which affect on international marketing. The report describes the influence of culture on global marketing and demonstrates the understanding of the key policies which are likely to influence the international marketing. References Akaka, Melissa Archpru, Stephen L. Vargo, Robert F. Lusch. "The complexity of context: A service ecosystems approach for international marketing."Journal of Marketing Research21, no. 4 (2013): 1-20. De Mooij, Marieke, Geert Hofstede. "Cross-cultural consumer behavior: A review of research findings."Journal of International Consumer Marketing23, no. 3-4 (2011): 181-192. Guo, Xiaoling. "Living in a global world: Influence of consumer global orientation on attitudes toward global brands from developed versus emerging countries."Journal of International Marketing21, no. 1 (2013): 1-22. Jiang, Jing, Ran Wei. 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