Cultural Differences and Their Effects on Marketing Products - Assignment Example

CULTURAL DIVERSITIES by + Cultural Diversities Question The article identifies that mature-materialism or “Maturialism” as an imperative element that addresses consumer in a provocative way. Mature-materialism means increasing tread to experienced consumers, more outspoken and are somehow appreciative to the brands and quick to dismiss rude brands. Maturialists develop a positive attitude for companies and industries that are honest about their brands and appreciate daring innovation and sensitive to boundaries. This aspect is an important communication style between global consumers and the multinational corporations (Levitt, 2003). Through “maturialims”, companies obtain fundamental information about how their products are performing in the market and receive a direct response from customers. Customers, on the other hand, express their concerns through commenting on the organization’s websites and other social network accounts. The application of mature-materialism in the international arena is mainly influenced by cultural difference. The research therefore contrasts the application and authenticity of mature-materialism to different cultural groups discussed in the case study. South Koreans differ in their cultural preference in terms of utilizing information about a given situation. The South Korean culture prefers high context language and is somehow informal and indirect. In this perspective, before adjusting as per information available, they determine how information is communicated. The contradiction emerges since the South Korean culture may not execute information arising from social media without determining the authenticity of the origin of this information (Kroeber, et.al, 2011). New Zealand communities do not accept information at face value. In fact, this community respects people who are direct, honest and demonstrate a sense of humour. The culture appreciates indirect communication and therefore they do not understand information at face value, but rather determine the origin and the sense of the communicator. However, the researcher demonstrates this culture like a direct culture that responds directly to ad campaigns to meet the condition for mature-materialism (Gannon, 2001). In this perspective, the aspect of maturialism demonstrated by the researcher contrast with the business culture of this community. Communication style in British encompasses both the direct and understatement. Individuals in the upper class merely rely on formal use of an established protocol. The British are not only direct but also modest. However, when the British are communicating with someone they know they tend to be more informal but will still be reserved (Kwintessential, 2010). The contradiction exists since the case study demonstrates British as a direct culture. Younger British or lower class individuals are partially indirect. Premium X-rated flavours and wine cellar sorbet advertised in this economy targeted this younger British (Doole, et.al, 2008). The response of this community shows a positive correlation between cultural beliefs and information. In other words, the younger British accepted the product at face value instead of becoming reluctant to demand the product. In the United Kingdom and England, business cards are not preferred but rather they advocate for direct contact between participating parties. Upon receiving formal business cards, the British party may put away with only a cursory glance. In this perspective, the effectiveness of Disloyalty Card in London partially invalidates the business culture of the British. The researcher poses confusion by exemplifying how disloyalty cards are effective in East London, where customers accept this card to claim a free coffee after drinking coffee at eight. In sum, the researcher claims that bring about mature-materialism contrast with the business culture of cultural groups discussed. In fact, most of the cultural groups discuss are indirect culture and therefore do not understand information in the face value (Emrich, 2009). Question 2 The concept of mature-materialism generally establishes changes in the role of individuals in the society. Instead of individuals been receiver of the product from the manufacturer, they become a critical element in decision making in the organization. Through the three drivers of mature-materialism, one can establish several changes in the society, which redefined the role and responsibility of a person in the commodity market (Trendwatching 2010). The trend exemplifies that individuals (customers) become responsive and sensitive to the products provided in the market and began to appreciate those brands that push beyond the thinkable boundaries more often. Individuals in society are responsive to changes in the product market. Consumerism in mature economies has dismissed the cultural beliefs, rituals, laws and formal requirement in the society. It is plausible to realize that these changes caused consumer culture to change and developed conventional consumer-producer relationship in terms of how they look at the products and brands (Levitt, 2003). Against the liberal cultural attitude, individuals determine the authenticity and maturity of products instead of the traditional ways of evaluating products based on the quality and quantity of the products. Increase in urbanization leads to random social and cultural changes. Through realization of online culture, individuals have taken a direct responsibility and role in manufacturing of commodities. Traditionally, the quality and the market of products were merely determined by producers and consumers were quality and price takers. Due to mature-materialism, consumers participate in the active role in the decision-making process in formulating products that conform to the desires and needs of consumers (Gannon, 2001). This has prompted companies, industries and manufacturers secure online social networks and websites where customers can comment and provide valuable information about the company’s products. In this perspective, individual role in the market has changed from receivers to main contributors and determinants in the product market. Individuals appreciate not only the quality of the product, but also embrace creativity, innovative and unconventional in the consumption of services, products and experiences. The vast mass of increasing wealthy, sophisticated and increasing urban consumers tends to be more demanding and more daring as they look and anticipate for the next big status story or the next big thing. Individual’s rationale to consume has changed from consumption for sustainability and survival to consumption for status (Boeing, 2013). On the other hand, this perspective has altered roles of producers as well from the original decision maker to implementer of what consumers demand. Cultural roles of individuals in different cultural groups mentioned have changed. Consumers in mature consumer economies are responsive to demands in the market unlike their cultural beliefs. Communication style in low context countries, including Asia, China and South Korea is expected to be indirect and therefore mature-materialism could not have occurred. However, the article exemplifies changes of the individual role in these countries, becomes more direct, and quickly appreciates changes in the market (Hofstede, 2008). Question 3 Cultural values and preferences are elusive, American culture not in exemption, and therefore understanding their uniqueness and differences is imperative. The American culture is friendly and informal to the point of being rude and direct. Community behaviours are coined to the common phrase that says time is money. In this perspective, people spend and save time just like what other community do with money. Americans ascribe personality, values and characteristics based on how people utilize time (Niemeier, 2008). The culture exemplifies some values and behaviours closely related to the cultures of other communities such as communication style, the way they conduct business meetings and code of dressing within the organization. However, several elements and values make the American culture to crash with other cultures. American culture may clash with other cultures, especially the indirect cultures. American culture advocates and value logic and linear thinking and therefore expect other culture communicates clearly and directly. In fact, the American business culture advocates for openness and transparency. Their directness and frankness can be understood as insulting by cultures that are more subtle in communication style. Although other cultures appreciate handshake as a common greeting, American greetings are somehow firm, confident and brief. Americans maintain eye contact during the greeting. In formal circumstance, the culture requires foreigners to use titles and surnames as a courtesy while referring to them until he/she is invited on the first name basis (Kroeber, et.al 2011). Upon receiving a business card, the American partner requires the recipient to treat it well and put it on the warrant or any other safe perch. Punctuality is an important factor in the American culture. In this perspective, the American culture understands the act of not upholding time as a sign of disrespect to them. North and Midwest Americans are extremely punctual and therefore require others to be punctual as well. Americans in southern and western states are relaxed (Kwintessential, 2010). In retrospect, American culture differs on some business etiquette and protocol. Regardless of the fact that most cultures require people to wear conservative black clothes while in the work place, some differences create cultural crashes. In high technology companies and on casual Friday, workers are allowed to wear casual clothes. The American businesspersons tend to mix business and social life. This aspect goes beyond the other culture’s limits like Chinese culture, which does not advocate mixing business and social life. American culture is characterized with wasteful consumerism. These aspects have been accelerated by an advertisement among other consumer behaviours. In fact, so many American normally waste many cash in obtaining the latest iteration of electronics such as iPhones, iPads among others. Most of them buy many electronics that serve the same purpose, which is pointless and waste consumerism at its best. The culture appreciates individualism at all levels, including in business and family unit. Americans are somehow proud of their individual accomplishments, success and initiatives and may or may not share them with others. American cultural values and beliefs account for cultural differences with other nations worldwide (Christopher, 2012). These differences include direct culture, punctuality, and business etiquette among others, which accounts for American culture to clash with other cultures. Question 4 Individualism, institutional framework and cultural beliefs and values affect mature-materialism. Demographic changes and new experience in the perception of the consumer on global commodity merely depend on the information available, the legal framework that advocates such changes and cultural communication style. The above factors are key elements and threats to mature-materialism in the home country since it deters and inhibits the sharing of important information based on products available and presence of close substitute that best suit their desire and needs (Trendwatching, 2010). These factors inhibit the key drivers to maturialism including long-term social and cultural liberalization, implication of online culture and embracing exoticism and creativity. These drivers encourage uncensored openness and raw attitudes and a shift of status, allowing the community to shift away from the traditional status symbol of wealth and power. However, some constraining factors in the home country constrain people to remain in the traditional status characterized with slow or lack of product development and consumer exploitation. Cultural practices in the home country to encourage indirect communication style. In this perspective, individuals (customers and management) do not believe on first hand information but rather they strive to determine the origin of the informant before adopting these changes. Advertisement, on the other hand, is not very effective in the home country and therefore customers are inertia (Niemeier, 2008). They prefer to deal and consume traditional goods they already have trust in and thereby believe in tradition. The management on the other hand does not believe on uncensored information. They ought to scrutinize the origin of the information, and thereby are slow in adapting to changes as provided by customers. To push above limits also means that business organization adopts creativity and measures against some cultural beliefs such as use of sex factor amid others. However, the community is reluctant to appreciate such limits in the public domain. To this end, communication style adopted in the home country does not encourage mature-materialism. The institutional and legal framework in the home country hinders the rise of mature-materialism. According to trend, the online experience is a major contributing factor to mature-materialism. Online experiences encourage advertisements and make the brand appealing and speaking the consumer’s language (Christopher, 2012). However, the legal framework in the home country inhibits uncensored online socialization and the kind of advertisement aired to the public. Regulatory measures, among other institutional rules and standards encourage the traditional culture. Many ads in the home country have faced the brunt of the political leaders, social activist, broadcasting and information ministry, orthodox fanatics and the elder population segment (Boeing, 2013). The elder population segment has proved to be a major hiccup for an increase in consumer awareness and changes of advertisement to incorporate other measures beyond the unthinkable experience. Mature-materialism therefore faced cultural forces from the political leaders and social activist who are very reluctant to change and the necessary authorities. Community understanding of this market change has wrongly been understood as advancing western culture in the home country. The largest population in the home country is based on westernization and therefore it is a factor that is not well appreciated. Cultural liberalization at both the individual level and in the business arena is therefore slow (Hofstede, 2008). However, the introduction of satellite television in the home country and the availability of MTV in 1997 led to resurgence on youth population ideals and outlook. References Boeing, M. 2013. Analysis of cultural differences and their effects on marketing products in: a cultural approach. [S.l.], Anchor Academic Publishin. Christopher, E. 2012. International management: explorations across cultures. London, Kogan Page. Doole, I., Lowe, R. 2008: International Marketing Strategy: Analysis, Development and Implementation, 5th edition, 2008 Emrich, Ch. 2009: Interkulturelles Marketing-Management, 2nd edition, Wiesbaden, 2009 Fisk, P. 2011. Creative genius: an innovation guide for business leaders, border crossers and game changers. Chichester, Capstone. Gannon, M. J. 2001. Working across cultures: applications and exercises. Thousand Oaks, Calif, Sage Publications. Hall, E. T., & Hall, M. R. 2010. Understanding cultural differences. Yarmouth, Me, Intercultural Press. Niemeier, S. 2008. The cultural context in business communication. Amsterdam [u.a.], Benjamins. Kwintessential 2010. Countries - Language, Culture, Customs and Etiquette | global-etiquette | resources. Retrieved March 28, 2014, from http://www.kwintessential.co.uk/resources/global-etiquette/india-country-profile.html Trendwatching 2010. trendwatching.coms September 2010 Trend Briefing covering "MATURIALISM". 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