Marketing Across Cultures - Essay Example

Comments (1) Cite this document
Summary
The paper “Marketing Across Cultures” studied international marketing by shedding light on Ikea’s operations in Shanghai. In marketing decisions, culture does not hold an ultimate status but still calls for due attention as much as other factors…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER91% of users find it useful
Marketing Across Cultures
Read TextPreview

Extract of sample
"Marketing Across Cultures"

Download file to see previous pages With this manipulation of elements, a firm can achieve its objectives in the market that it targets. The elements of the marketing mix are “product, price, promotion, and place, also referred to as the four Ps” (Bennet, pp. 44, 2009). The firm does not manipulate all of these elements to a significant degree every time it is marketing across cultures. However, the selections of elements, which require manipulation, are only possible in the light of the characteristics of the culture. For this reason, examples, such as the ones stated below, can help to elaborate this fact. The management of the marketing effort is also highly affected by the differences in the cultures of the firm's different target markets. The four functions of the marketing management are analysis, planning, function, and control (Maister, pp. 133, 1997). The degree of importance which management gives to each function is dependent on the characteristics of the market that the firm targets. For example, the characteristics of a market existing in one culture may emphasize the importance of planning above all the other functions, while a market in another culture may necessitate the control function to be the one the firm invests in the most. Again, the true effect of the culture on the marketing management can only be understood through in-depth analysis and examples. According to a case study, which studied international marketing by shedding light on Ikea’s operations in Shanghai, they learned that “the company must think globally and act locally in hope of building long-term customer relationships and capturing customer value. In marketing decisions, culture does not hold an ultimate status but still calls for due attention as much as other factors, such as the marketing environment and the company’s strategic plan” (Pan, pp. iii, 2005). This is an example of such a case, were marketing across several different cultures has led to a difference in the marketing elements employed, and will thus be useful in understanding the phenomenon. Similarly, one can deduce that the strategic management that a multinational company does is on a global scale, following the rules it abides by in any part of the world. Whereas the local marketing strategies are designed locally, depending on the target market and culture of the country of operation (Doole and Lowe, pp. 218-225, 2008). Product: One of the elements in the marketing mix, which is majorly affected by the culture to which it is being employed in, is the product itself. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Across Cultures Essay Example | Topics and Well Written Essays - 2000 words”, n.d.)
Retrieved from https://studentshare.org/marketing/1412866-marketing-across-cultures
(Marketing Across Cultures Essay Example | Topics and Well Written Essays - 2000 Words)
https://studentshare.org/marketing/1412866-marketing-across-cultures.
“Marketing Across Cultures Essay Example | Topics and Well Written Essays - 2000 Words”, n.d. https://studentshare.org/marketing/1412866-marketing-across-cultures.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
qs
qschumm added comment 1 month ago
Student rated this paper as
I didn’t know how to start my text. "Marketing Across Cultures" helped me out a lot! Especially the list of introduction was valuable.
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Managing across Cultures
...?Global cultural challenges Introduction The face of business is changing rapidly and globalization is the most probable answer to some of the problems faced by businesses. With the world shrinking into a village, easy communications and efficient logistics it is no wonder that businesses think internationally. By going global, a business caters to a larger market increasing the probability of higher revenue and thus more profit. But this greater exposure and market does not come at a low price. Companies decide to globalize if there competencies are relevant, appropriable and transferable to foreign markets but it should also be ensured that these competencies can withstand the barrage of challenges that new markets pose... managers:...
9 Pages(2250 words)Essay
Marketing Across Cultures
...?Running Head: MARKETING ACROSS CULTURES Marketing Across Cultures Submitted by: XXXXXXX Number: XXXXXXX XXXXXXX of XXXXXXX Date of Submission: XX – XX – 2010 Contents Contents 1 Introduction: 2 Marketing Audits: 2 Marketing Plan: 3 I.Statement of the Marketing Goal: 3 II. Marketing Objectives for the Project 3 III.Initial Research: 4 IV.Target Market Segments 5 a)Identification: 5 b)Reasons for Selection: 5 V.Promotion and Marketing Strategies: 5 VI.Promotional Tools: 6 Recommendations: 7 References 9 Introduction: McDonalds has been...
7 Pages(1750 words)Essay
Managing Across Cultures
...? Managing Across Cultures Number and Number Number of Words: 2,755 Introduction Each country is composed of culture and subculture. In line with this, Brown (1995) defined culture is “a set of norms, beliefs, principles and behaviour that gives the organization a unique character”. On the other hand, sub-culture is referring to a group of people within a given culture that has distinct characteristic which makes them different from the context of a larget culture. As a result of globalisation, business transaction between developed countries and developing countries has become very active. Along with the major changes in...
11 Pages(2750 words)Essay
Poverty across cultures
...is the lack of thinking which affects the access to education and knowledge (Ravallion 368). Cultural poverty refers to the lack of coming together in a society leading to a disconnect between individuals in the society. Political poverty refers to the inability to understand the difference and how political systems work leading to neglect of rights such as the right to vote. The above descriptions illustrate the diverse understanding of poverty in the society (Ravallion 368). Despite the differences, all the definitions refer to lack of access to something that may make life better or easier. Poverty has been used in the society to define the inability to meet basic needs of the society with its effect being adverse in...
6 Pages(1500 words)Essay
Marketing Across Cultures
...Marketing across Cultures What are the problems you are likely to encounter with the distribution of your products in: China, Japan, and India? Which country poses the biggest problem? Explain your answer. There are a number of problems that one is likely to encounter when distributing products in the above mentioned countries, though it should be noted that some of these problems will be more pronounced in one country that in another as they do not all possess structures that are exactly similar to one another. One main problem that is likely to be encountered in all three countries is the language barrier. None of these countries have English as the most common language and people...
6 Pages(1500 words)Term Paper
Marketing Across Cultures
...and vendors are destined to meet, socialize and confer over product quality and price before an offer is made final. Thus high context and collectivist cultures would find bargaining more acceptable than low context, individualistic cultures. Moreover, in collectivist cultures where there are greater concerns for social groups as opposed to the pursuit of self-interest, bargaining would be more acceptable in these cultures than they would be in individualistic cultures. Bibliography Reid, T. R. Confucius Lives Next Door: What Living in the East Teaches Us About Living in the West. New York, NY: First Vintage Books Edition, 2000. Usunier, J-C. and Lee, J....
8 Pages(2000 words)Essay
Marketing Across Cultures (details see instruction)
...? Feasibility Report: Expansion of food brand into Turkey BY YOU YOUR SCHOOL INFO HERE HERE TABLE OF CONTENTS Section Page Number 0 Introduction 2.0 Expansion strategy 3.0 Recommended marketing strategy 4.0 Ethical issues in Turkey 5.0 Cross-cultural marketing recommendations 6.0 Conclusion References Appendices 3 3 5 6 7 8 9 11 Expansion of food brand into Turkey 1.0 Introduction This feasibility report highlights the opportunities and challenges with expanding the company’s food brands into Turkey. Though it has been recognised that the food products produced contain certain ingredients that are forbidden for consumption with Turkish consumers, Turkey still represents a viable market for entry if certain operational components... of the...
8 Pages(2000 words)Essay
How a global corporation strategically manages its marketing operations across global markets and cultures
...How a global corporation strategically manages its marketing operations across global markets and cultures Table of Contents Introduction 3 Toyota 3 Marketing Plan 4 Conclusion 9 References 10 Introduction Success or failure of a global organization is heavily dependent on the marketing strategies that are adopted by the company. Marketing, today, is one of the most important functions in a company. Various experts and organizations have defined the term differently. American Marketing Association said that “Marketing is the activity, set of institutions, and processes for...
8 Pages(2000 words)Essay
Marketing Across Cultures
...Marketing across Cultures Question Based on previous lecture s, culture can be defined as an amalgamation of customs, values, practices, beliefs, and ideals that are shared by a group of people (Russell and Valenzuela, 2005:86). The readings have significantly improved my understanding of culture by instilling in me a holistic view of culture. I have learned that culture goes beyond geographical boundaries and is highly diverse. This is why people experience culture shock when they visit other countries. Culture is also very consistent; it changes very gradually if need be. Question...
1 Pages(250 words)Case Study
MARKETING ACROSS CULTURES
...MARKETING ACROSS CULTURES Contents Contents 2 Answer 3 Expansion strategies that can be used by the company 3 Answer 2 5 Marketing strategy for thecompany 5 Answer 3 7 Ethical issue that the company faces 7 Answer 4 9 Cross cultural marketing recommendation for entry into Turkish Market 9 References 11 Answer 1 Expansion strategies that can be used by the company It is found that Mexico is a country that consists of the largest Spanish speaking people. It has a population of 120 million, 78% of whom live in the urban areas. It is also estimated that 10% of the population are wealthy and 45% of the population are...
8 Pages(2000 words)Assignment
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 Marketing Across Cultures 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