An Investigation into Cross-Culture Marketing: The Difference between the Asian and Western Countries - Essay Example

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An Investigation into Cross-Culture Marketing: The Difference between the Asian and Western Countries Table of contents Table of Contents Introduction 3 Background 3 Research objectives 5 Research assumptions 7 Research limitations 8 Research challenges 10 Literature review 11 Culture 12 Differences in cultures 13 Impact on advertising 15 Core literature on advertising 18 Functions of advertising 22 Hofstede's views 25 Cross cultural advertisements and viewpoints 27 Global advertising 29 Ethical issues in marketing 34 36 Advertising differences 36 Conclusion 37 Research Methodology 38 Introduction 38 Research approach 39 Primary research 40 Survey questionnaire 40 The focus group 42 Criteria …
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Download file to see previous pages egrated. (Recep Yucel, 2009) Though financially and economically, businesses are merging and forming large global businesses and evolving in the way but vast amount of differences still exist culturally. Culture is the climate of every civilization (Lipman, 1998) and thus varies and has aroused needs for marketers and consumers which need to be addressed seriously. Culture is the name for what people are interested in, their thoughts, their models, the books they read and the speeches they hear, their table-talk, gossip, controversies, historical sense and scientific training, the values they appreciate, the quality of life they admire. Different parts of the world have different ideas, likes and historical backgrounds due to which their needs, ways of communication and other cultural variables differ greatly. For these reasons marketers have to think global, but act local which is one of the greatest marketing paradoxes. (Mooij, 2009). A key reason for differences in cross cultural marketing has arisen from the fact that the value systems in different parts of the world and the ways they communicate are different. While traditions and modernity are viewed as two conflicting points of view in the West, in Asian countries, the traditional is recycled and merged with the new. (Mooij, 2009). Similarly according to Geerte Hofstede's cultural dimensions (Hofstede, Geerte Hofstede)Western countries have a low power distance index whereas Asian countries are high on power distance index. This implies that unequal distribution of power and societal hierarchy are easily accepted in Eastern countries as compared to the west. Another cultural dimension which varies greatly between the East and the West is the Masculinity. Again Geerte Hofstede's study reveals that Western countries are more Masculine than Eastern countries (Hofstede, United States or American Geert Hfstede explained )meaning that a considerable difference exists between male and female values in Eastern countries whereas in Western countries, both the men and women are highly assertive and competitive resulting in similar values. These cultural differences form the basis why marketers have to use different promotion and advertisement tactics while marketing their goods. Though the price and the product remains the same internationally but a difference of the place and the culture results in the difference of promotion for the success of the product. Another bone of contention which exists between the different cultures of the world is their focus orientation. According to Gesteland (Gesteland, 2005), the business cultures are divided into Deal-Focus (DF) and ...Download file to see next pagesRead More
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