International marketing - Essay Example

Comments (0) Cite this document
Summary
Introduction Cultures are deep-seated; cultures are pervasive. Culture drives how people communicate and what they communicate. As international marketing communication has been of increasing interest, marketers have also developed interest in advertising across markets and cultures…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER91.7% of users find it useful

Extract of sample
"International marketing"

Download file to see previous pages However, globalization has not diminished social and cultural differences across markets which suggest that marketing communication strategy needs to address these differences when communicating across cultures. Hofstede’s dimensions of national culture are the most widely applied theory in understanding national and international markets. This paper argues that the concepts of self, personality and identity differ across culture which in turn influences advertising strategy across different markets. However, advertising strategy cannot solely be based on Hofstede’s dimensions of culture. Other factors and variables could also influence the advertising appeals. It is essential to understand how advertising works in different cultures and to understand this, the advertising value has to be perceived in the right manner. Consumers and Cultural dimensions Culture is the collective programming of the mind which distinguishes the members of one group or category of people from another (Hofstede, 1990). National culture differentiates one nation from another but within the national culture several subcultures may exist. Consumers differ not only in their lifestyle, beliefs, attitudes and buying habits and at the root of all these, is the difference in culture. Cultural values actually represent the core beliefs of the society. It also includes education, religion and the physical environment. Attitudes develop over time and can change with age and education. In personal communication verbal and body language both can difference across cultures. Understanding cultural differences is a prerequisite for international advertising as a culture’s values are reflected in its advertising (Aillaud & Hahnel, 2006; Chang et al, 2009; Alozie, 2010). Culture and advertising Culture and advertising are inherently related and beliefs towards advertising differ across cultures (Liu et al, 2011). Advertising represents a special type of mass media discourse where verbal and non-verbal messages are unified into a single entity (Ustinova, 2008). Advertising merges the voices of authority and intimacy as they are constrained by the need to fulfill the wishes of their clients. Advertising is closely related to culture and must be adapted to meet the consumer’s needs. Tastes and desires may have become homogenous; values and needs have not become universal (Cemalovic, 2009). Cultural differences continue to exist in language, customs, and habits which heighten the importance of localizing the marketing strategy. Cultural values are an integral part of the consumer’s self. Therefore, for advertisements to be effective, they should be centered on the customer. Mental and social processes also make a difference in how advertisements are perceived (Mooij & Hofstede, 2010). Mental processes are internal – how people learn, perceive and process messages. Social processes include motivation and emotions. Both these processes affect mass communication and interpersonal communication which in turn impact the advertising appeals and advertising style. Advertising appeal and culture While designing advertisements the consumers must be focused upon. Culture influences various elements of consumer behavior and each of these have to be considered by the marketers when designing advertisements. Consumers differ in how they process information and perceive the message. Advertising appeals are specific approaches that marketers use to communicate ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“International marketing Essay Example | Topics and Well Written Essays - 2500 words”, n.d.)
Retrieved from https://studentshare.org/marketing/1398166-international-marketing
(International Marketing Essay Example | Topics and Well Written Essays - 2500 Words)
https://studentshare.org/marketing/1398166-international-marketing.
“International Marketing Essay Example | Topics and Well Written Essays - 2500 Words”, n.d. https://studentshare.org/marketing/1398166-international-marketing.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
International Marketing
...an opportunity to diversify when they decide to break down most of their operations and having both internal and external ways to operate. Q. 2. The main advantages of licensing as a market entry strategy according to Cateora, Gilly and Graham (2011) include: provision of supplementary profitability with an early diminutive investment, brand recognition, provision of a way of circumnavigating extra charges, attractive return-on-investment rates and finally low implementation costs. The main disadvantages of licensing include: competition, inadequate participation resulting to lack of control and the likelihood of loss in returns. Examples of companies that use licensing as their market entry...
4 Pages(1000 words)Essay
International marketing
...? International Marketing Introduction Mulberry is a fashion based organisation that is founded in England in the year 1971. The company is known forits leather products with specialisation in women handbags. Roger Saul is the founder of the company who opened up a firm in Chilcompton in England. Mulberry depicts a British lifestyle brand that produces pilferer bags made of leather, binocular bags and dispatch bags. It provides products of a variety of range including women’s wear, menswear and footwear. The company has got it name in the London Stock Exchange by the name of MUL. It provides the facility of discounts at Mulberry shops to its shareholders who own the 500 shares with the company (Morley 2011). The...
12 Pages(3000 words)Essay
International Marketing
...………………………………………………………………………….xxxxxx …………………………………………………………………….xxxxxx …………………………………………………………………………xxxxx ………………………………………………………………………..xxxxx @2012 International marketing It deals with marketing companies and organizations across the national boarders. It is a strategy that applies techniques in use in the home country to other countries abroad. International marketing ensures diversification of markets, market growth and economies of scale for companies that involve themselves in this kind of marketing. It also ensures that companies market their products abroad to avoid oversaturation of domestic...
12 Pages(3000 words)Essay
International marketing
...?Table of Contents Table of Contents Introduction 2 Importance of Information for Marketing 2 IT and Its advancement 6 Effects of IT on International Marketing 8 Factors Moderating the Effect of IT on International Marketing 9 Globalisation 9 Changing Market Attributes in International Realm 10 Rate of Technology Advancement and Diversity 10 IT Revolutionised the Marketing Conduct across Borders 11 Marketing in International Domain 11 Cost Efficacy 12 Transparency and Evaluation of Global Performance 12 Benefit to Consumers/Customers 13 International Marketing, IT and Global Brands 13 Relationships with Global Customers 14 Conclusions and Recommendations 15 References 17 Introduction This assignment paper is based on international marketing... . The...
14 Pages(3500 words)Essay
International marketing
...?INTERNATIONAL MARKETING STRATEGY International Market Selection & Entry With every firm planning to go global given the competitiveness in the global markets, it is critical for firms to plan foreign market entry strategies which will make such firms explore foreign based customers and remain competitive over time. At the heart of international strategy lies selection of foreign market and the entry models which are appropriate for the desired market (Ellis, 2010, p.450). A comprehensive and exhaustive analysis of the market plus the entry mechanisms are essential for any firms planning to venture into foreign market if the corporation would want to remain in operation and break-even. Similarly, the increase in the competitiveness nature... of...
4 Pages(1000 words)Essay
International Marketing
...Part Market selection and environmental analysis Introduction. Highland Spring ltd is one of the largest suppliers of bottled water in the UK and other 50 markets around the world. The Blackford based soft drink giant has a number of brands such as Still, Sparkling and Water Media. The company is currently serving a number of international markets but there is potential for more business especially on the international scene. As Solomon (1994) noted, going international presents an opportunity for a company to increase profitability and diversify risk. International market chosen. Dubai (United Arab Emirates) As...
12 Pages(3000 words)Essay
International Marketing
...International marketing Grade: (11, 05, 2009) Introduction Parallel imports or the grey market impacts to both the manufacturers and distributors in the market in various ways. Given that the parallel products gets sold at a premium price and at the same time also competes with genuine products in the same market , this could act as a demoralizing practice, in addition to encroaching in on the market share of the existing distributors and consequently, eating on their profits. Still, there is a possibility of containing the grey market, through the implementation of both formal and informal process to the various players in the...
4 Pages(1000 words)Essay
International Marketing
...Cultural aspects of International Marketing Table of contents Introduction 3 2. The Evolution of International Marketing 4 3. Global marketing vs. International Marketing : 5 4. Culture : 6 a. Cultural Adaptation : 7 b. International Expansion : 9 c. Theoretical Foundation – Culture : 10 5.  Advertising and Culture : 13 6.  Branding and Culture : 14 7.  Conclusion : 15 8. References : 16 Introduction “Business has only two functions - marketing and innovation - Kundera, (marketing quotes, 2006) The innovation of product must be complemented by...
14 Pages(3500 words)Essay
International Marketing
...International Marketing Table of Contents Planning for international marketing 3 Cultural and social environment 3 Modifying products for overseas market 3 International pricing for profit 4 Effective distribution overseas 4 Promotion in international marketing 4 Planning for international marketing Planning is very important whenever an organization decides to expand its business in the international market. As far as eBay is concerned it has rapidly expanded its business in the global market over the last few years. eBay has its...
2 Pages(500 words)Essay
International marketing
...International Marketing Table of Contents The Concepts of International Marketing 3 Theories of International Marketing 4 Characteristics of International Markets 5 International Marketing Environment 6 Concepts Relevant to International Marketing 6 Marketing Standardisation and Control 6 The Importance of an Identity that is Local 7 Negotiating the Conditions which are Local 7 Taking help from a Strategic Partner 8 Pricing Strategy 8 Application of International Marketing Theories and Concepts by...
5 Pages(1250 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Essay on topic International marketing for FREE!
logo footer
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us