Culture in Marketing Essay

4611 Words Mar 25th, 2007 19 Pages
Thompson 4th Edition
International Marketing Strategy
Isobel Doole and Robin Lowe

Social and Cultural Factors

Social and cultural factors influence all aspects of consumer and buyer behaviour. The difference between these factors in different parts of the world can be a central consideration in developing and implemting international marketing strategies. Social and cultural forces are often linked together whilst meaningful distinctions between social and cultural factors can be made in many ways by the way the two interact and the distinction between the various factors is not clear cut. Differences in languages can alter the intended meaning of a promotional campaign and differences in the way a culture organises itself
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- Ageneration level which separates grandparents, parents and children.
- A social class levelassociated with educational opportunities, a persons occupation or profession.
All of these determine attitudes and values and everyday behavioural standards in individuals and organisations.
Given such complexities often market analysts have used the ‘ country' as a surrogate for ‘ culture' moreover culture is not something granted only to citizens of a country or something we are born with it is something we learn as we grow in our environment. Similar experiences and oppurtunities hence tend to shape similar behaviours.

Tepstra and Sarathy 2000 identify 8 components of culture which form a convenient frame work for examining a culture from a market perspective.
The components of culture

Education
The level of formal primary and secondary education in a foreign market will have a direct impact upon the' sophistication' of the target customers. A simple example will be the degree of literacy. The labelling of products, especially those with possible hazardous side effects, need to be taken seriously for a market that has a very low literacy rate.
ICI markets pesticides throughout the world in developed countries its main form of communication is advertising and printed matter. In developing countries they rely heavily on training and verbally based educational programmes to get their message across.

Social Organisation
This relates to

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