Differences in equivalence. Atomistic versus organic approaches to marketing research - Essay Example

Topic: Cultural Issues in Marketing Affiliation: Marketing practices exhibit diversity and dynamism depending on the markets and consumers being targeted. Consumer behaviour, tastes, and preferences must be accounted for in order to enhance the effectiveness and efficiency of marketing. It is fundamental to highlight that marketing is an on-going process that lasts across the entire production process (Pride & Ferrell, 2012, p.158). In this respect, there are myriad numbers of factors that need to be considered and evaluated in order to successfully market products and services.

Essentially, when cross-cultural marketing is involved, then different markets are approached differently. Twinings, a tea company, is targeting the Danish market in its bid to implement its XX tea product. In this context, marketing the tea product is a cross-cultural practice that will essentially evaluate all the available and potential markets in Denmark. Insights into the Danish market cannot be realized without critical market research. Twinings has to understand the business environment in Denmark in relation to tea consumption.

Most importantly, the company has to evaluate market and cultural perceptions regarding tea products in the potential Danish Market. Market research by a company seeking to undertake cross-cultural marketing has to treat all the variables of equivalence, namely: conceptual, functional, translational, measure, sample, and data and information (Usunier & Lee, 2009, p.279). All these equivalence variables inform the results of market research that subsequently guide the company in implementing a product in a culturally diverse market.

This is the same concept that Twinings has to apply in entering and targeting as many customers as possible in the Danish market. Consumer tastes and preferences cannot be ignored if the ultimate goals and objectives in targeting cross-cultural markets are to be achieved. In this line, Danish consumers have their tastes and preferences, both for and against tea products. For Twinings, the interest is to understand these tastes and preferences and subsequently implement marketing strategies that counter potential barriers to the implementation of the tea product.

Therefore, atomistic and organic market research approaches are to be utilized at the discretion of the company relative to the cultural aspect that influences the targeted market (Webb, M. & Gorman, 2006, p.136). Customs, traditions, and other cultural practices that influence consumption of both products and services have to be understood. Again, this process is aided by relevant market research practices that fully suit the market of interest. In this respect, Twinings need to consider the customs and traditions that act for and against tea consumption.

In so doing, the success of its marketing strategies in the Danish market and the favourability of the Danish business environment can be evaluated and/or determined. Over and above this, cultural attitudes are critical to consider. The equivalence differentials essentially pinpoint to market attitudes that can act for or against Twinings in the Danish Market. Reference List Pride, W. & Ferrell, O. C. (2012). Foundations of Marketing, London: Cengage Learning. Usunier, J-C. & Lee, J. (2009). Marketing across Cultures, (5th Edition), Harlow: Financial Times Press. Webb, M. & Gorman, T. (2006). Sales and Marketing the Six Sigma Way, London: Kaplan Publishing.