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Analysis of the Various Options Open to Marketers When Launching Products in a Different Culture - Term Paper Example

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The paper makes an analysis of the cultural differences between nations and how they influence the marketing strategies of the companies launching products in those countries. It discusses how a particular marketing strategy impacts on its consumers…
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Analysis of the Various Options Open to Marketers When Launching Products in a Different Culture
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Download file to see previous pages In today’s multicultural marketing context, the compatibility of the ethical values between different cultures has gained critical importance over the last few years. More and the number of countries has been entering the world markets as they have been attaining economic development. Emerging economies like India, China, ASEAN countries and other African countries are slowly but surely joining the mainstream world economy. Culture plays a multidimensional phenomenon which is much more than the nationality of a country. Today, marketers, functioning in a multicultural scene are commonly confronted with two questions; Consumer culture refers to the system where a common “set of behaviors” is found across all the places. Culture refers to a uniform set of values that exists among a selected group of individuals (University of Northern Iowa, 2008). The concept of global consumer culture gets impetus from the expansion of the businesses across all the global corners. According to Mazzarella (2004) global consumer culture is “at one and the same time, ideology and social process, as something continuously made and remade through constantly shifting relations, practices, and technologies of market mediation”.
To be more specific the dissemination of the global consumer culture is shaped by the flow of varying cultural resources which are referred by Appadurai (1990) as mediascapes, ideoscapes, technoscapes, and financescapes. ...Download file to see next pages Read More
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