Abstract This paper discusses the youth market and the youth culture as a separate entity within the overall demographic of the U.S. The paper pays particular attention to the integration of the music and clothing industry and who these industries have become associated in the minds of the youth as being consistent with their culture and self expression.
From the Paper " Youth Culture v. Youth Market The concept of youth culture as a separate entity within the broader demographic of the U.S. population is tenuous at best because it shifts constantly from one point to another. At times various groups co-opt what they perceive to be youth culture for their own unique and idiosyncratic purposes: "Through magazines, music, sit-com style videos, cartoons, and other media, Focus strives to construct an alternative Christian youth culture that mirrors secular culture's style and consumption habits" (Hendershot, 1995, para.5). Just as likely is the current trend in Hip-Hop to turn its primary audience; a grand collage of youth from across the various demographics making up the U.S. population, into one conceptual body comprising a unique youth culture all its own (Taylor & Taylor, 2004)."
Abstract This paper examines how, as increasing numbers of businesses look to expand and develop their consumer and market base through the internationalisation of their operations, managers are recognising the importance of effective international marketing to counter the increased levels of uncertainty and complexity. It focuses specifically on the role of culture in the formulation of international marketing strategies, using a number of examples to highlight the points raised. Firstly, international marketing strategies are considered in more detail, followed by an exploration of the concept of culture and its influence on international marketing strategies.
Outline
Introduction
What are International Marketing Strategies?
Understanding Culture The Role of Culture in International Marketing Strategy Formulation
Hofstede's Five Dimensions
Hall and Hall's High-Low Context
Direct Influence on Marketing Mix
Product
Price
Place
Promotion
Importance of Ethics
Critiquing the Role of Culture Conclusions
References
Appendix 1
From the Paper "Since value judgements vary between and within cultures, perceptions of what constitutes acceptable behaviour also differ: for example a gift in one country may be considered a bribe in another (Cateora and Ghauri, 2000; Doole and Lowe, 2001). Kotabe and Helsen (2004 p.171) highlight the significance of this for international marketers who "must understand and respect cultural subtleties, whilst finding the limits of ethical behaviour"; since a company's ethical stance may affect its ability to do business in some countries. For example, Motorola's lengthy "Code of Business Conduct", sets out standards for accepted behaviour throughout the organisation (see www.motorola.com). They recognise the "ethical legitimacy" of gift-giving in Japan, but decline to "participate in the practice" (Hamilton and Knouse, 2001 p.87). This allows the company to show respect for Japanese culture, whilst maintaining its own corporate values. Similarly, consideration should be given to product usage and production processes, which may not be appropriate in certain cultures or environments."
This paper focuses on how foreign marketers should learn to appreciate the intricacies of different cultures in order to be successful in foreign markets.
Abstract This paper focuses on how foreign marketers should learn to appreciate the intricacies of cultures different from their own. The writer explains how this is important so that the marketers may be effective in foreign markets. This article discusses the nature of the cultural environment of international marketing. This paper examines the implications for international marketing activities.
From the Paper "The marketing function will face a number of new and dynamic challenges. One of the defining qualities of a marketer is that he or she must be sensitive to cultural differences in new markets, in order to be successful. A marketing manager must be able to understand both consumer preferences and also to understand how to develop the appropriate tools and techniques to successfully promote their company's products and services to customers in different countries or representing different cultures. Marketers will need to develop better ..."
Tags: international marketing, marketing, target markets, promotion, cultural environment
Abstract This paper explains that global marketing requires the organization to pay attention to its internal structure, to be prepared to face different regulatory procedures and, above all, to be able to familiarize itself adequately with the culture and practices of the country into which it is expanding operations. The author points out that transnational businesses and international marketing should be organized around strong leadership and teamwork across cultural borders because problems in communication tend to increase with the relative distance of the branch or subsidiary to its headquarters. The paper relates that a certain degree of centralization is doubly important to the company operating internationally because it allows the company to fix prices within certain boundaries and to discourage gray trading.
Table of Contents
Introduction
Organizational Structure
Global Marketing, Regulation and Business Practice
International Cultures Conclusion
Propositions for Future Research
From the Paper "Before discussing international marketing further, agreement must be sought in existing literature about the definition of marketing itself as a base concept for comparison. There are many different perspectives to consider when seeking a definition of the word marketing. Kotler, et. al see a modern definition of marketing as the crucial determination of how business are going to succeed in new conditions that are brought about by technological advances and globalization. For example, the authors state that, in the analog economy, most companies operate three different businesses: a product innovation and commercialization business, a customer relationships business, and an operations and infrastructure business, and then go on to note that in the new or digital economy (which also signifies an increase in global marketing efforts with increases in communication technology), these three different businesses are still present, even if they must be dealt with more dynamically than in the past. Generally, these authors see the old economy as a place of stability and control, and oppose it to the new economy, which is a place of constant change and increasing recognition of customer needs globally."
Tags: structure, pricing, regulatory, culture, communication
Abstract The paper explains the process of marketing and reveals that different cultural groups must be intentionally targeted for marketing. The paper focuses on the Hispanic and Chinese ethnic groups and shows how and why many unique marketing techniques must be used to suit the needs of each cultural group. The paper includes several tables of statistics.
From the Paper "Marketing is a demand-creating activity embracing packaging, advertising, personal selling and other activities. It is the dynamic activity of coordinating a number of separate but essentially related activities, and is thus a much broader term than selling, and not just another name for it. Selling in fact involves merely the profitable disposal of products and services that happen to be available, whereas marketing involves integration and the creation of demand for goods and services that otherwise would not be sold. Marketing is a process that is repeated at each stage in the progress of a commodity from its natural state to its final destination as a finished product; and at each stage there is a value addition (Gartside 89). Since it involves the creation of demand for goods and services, specific markets needs to be looked at in order to evaluate where certain products and services may sell well."
Abstract This paper discusses culture, environment, and marketing strategy for Ford Motor Company cars in Poland. It examines Polish history and recent events in Poland, and presents a cultural and economic profile upon which to base a marketing strategy. The paper considers Poland a viable market for Ford.
From the Paper "This report focuses on Poland a country which has experienced significant economic reforms and privatization in the wake of political changes taking place after Poland has enjoyed rapid growth in ..."
Abstract This paper examines the challenges that are faced by international marketing managers and the need for cultural sensitivity. The paper explains about targeting specific markets, a marketing mix and globalization.
From the Paper "International Marketing Challenges. The international marketing function will face a number of new and dynamic challenges in the 21st century One of the defining qualities of a 21st century international marketing manager is that he or she must be sensitive to cultural differences in each market the company they represents sells into in order to be successful. An effective marketing manager will understand different tastes and lifestyles as well as different cultural norms and will incorporate all of this information into the marketing program."
Tags: International marketing, problems, challenges, demographics, product, price, promotion, cultural sensitivity, globalization
Abstract This paper interprets the unique culture of Kensington Market as a semiotic text of a cultural mosaic through the reading and exploration of the meaning of commerce. The paper describes how from suckling pig to blood oranges to vintage clothing, "The Market" as it's fondly known to locals, can be read through the commerce found in this four-block area. The paper explains that commerce in this location signifies traditions, ethnicity, customs, mores, sustenance, community and the signs can be indexed accordingly.
From the Paper "Kensington Market is known throughout the city and is a tourist destination for those who are interested in immersing themselves in the culture of bohemian life. It is also a destination and experience for those who prefer to spend a Saturday morning shopping for their groceries in the open-air market, small shops and from street vendors. This essay will interpret the unique culture of Kensington Market as a semiotic text of a cultural mosaic through the reading and exploration of the meaning of commerce."
Abstract This paper discusses how cultural factors affect the car that people choose and how as more people in Europe and the U.S. tend to develop their own preferences in automobile types and accessories, automobile manufacturers need to target the market to suit the needs of the different communities. It examines the difference between the markets in Europe and North America. In the U.S., the trend to drive big cars is driven by cultural content and the community lifestyle, the Europeans prefer to drive small and compact cars. Europeans take the energy factor into account when buying a car whilst Americans are enthusiastic to compare velocities and accessories. It looks at future trends and how the automobile manufacturers can target all markets by using a standard platform to develop different types of cars suitable to changing demand.
From the Paper "Chandler said that road infrastructures apparently become one of the challenging factors for car manufacturers to decide what to produce net and where to sell it. It is not that different in every country to pick a car to drive. The major differences in North American structures and Asian seem has made this fact. Asians buy small cars, and mostly, many of the Asian manufacturers also see it and made it fit, just to make it suitable with the crowded major streets where they have to pass through everyday. Many car manufacturers then think to make some adjustments to produce their car meeting the need (and preference) of most people living in the continent. For example, Honda made an expanded design to sell to American markets, while it present in smaller size series in Asia."
Tags: car, manufacturer, infrastructures, culture, community, lifestyle, energy
Abstract This paper is a marketing audit of the Sony Corporation. The paper provides a detailed SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of Sony's marketing, culture, technology, strategies and tactics. The paper concludes with its recommendations for Sony's future marketing strategies.
From the Paper "The Sony Corporation has a long history of innovative development, strong branding and excellent quality, which has made it a technological leader for many years. Sony's family-like organizational culture, where employees are ..."
Abstract This paper contends that divergent cultural values can impede efforts made by multinational corporations to break into foreign markets. It uses the example of China, where 2000 years of shared cultural heritage inform the views and practices of over one billion people. It also advises that western businesses will do well to consider this fact when establishing operations in Asia.
From the Paper "In the realm of international commerce before a given corporation begins to conduct business overseas, it must first get acquainted with the cultural values of the region or regions it endeavors to inhabit. This is particularly so when Western corporations .."
Tags: china, international business, cultural norms, cultural values, core values
Abstract This paper discusses Jerome McCarthy's Marketing Management Framework concept, which he published in 1960. In his article, McCarthy describes the term marketing mix and the 4P's: product, price, place, and promotion. The fifth P, packaging, is sometimes used in marketing research and planning. Ineffective marketing research can result in corporate failure. The paper draws an example in the case with the Dell Computer Corporation when it launched its e-commerce site in Japan. The company failed to conduct culture sensitivity research and used a black border on its website, a definite negative connotation in the Japanese culture.
From the Paper "Kotler (2000) defines marketing as the "process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value to with others" (p. 8). Anderson discusses how it is a common occurrence for marketers use Jerome McCarthy's Marketing Manager's Framework to develop a marketing mix. Management creates a marketing based on Jerome's 4P's: (1) Product, (2) Price (i.e. skimming, market penetration, and comparable pricing strategies), (3) Promotion (i.e. Push/Pull Strategy), and (4) Place (i.e. distribution). Sometimes packaging is used as the 5^th "P". Managers use these variables to make marketing decisions in order to satisfy consumers in the target market. As described by Coffinet et al, these strategies are also used to achieve market leadership."
Abstract This paper explains that there are three major factors, which effect domestic and international marketing. The author points out these factors as legal, economic and cultural. The paper describes each of these factors.
From the Paper "Today small and large companies are able to engage in international marketing and many are eager to do so because of the increased benefits that expanding their market reach can bring. However, there are many factors that affect the long-term success of international marketing strategies and companies ignore these factors at their peril. This research considers three key factors-legal economic and cultural-and their effects on global and domestic marketing. In the United States companies typically use lawyers that are ..."
Tags:marketing, global marketing, international marketing, legal, economic, cultural factors
Abstract This paper examines how political, social and cultural external environmental factors affect both global and domestic marketing decisions.
From the Paper "International Marketing Challenges. The international marketing function will face a number of new and dynamic challenges in the st century. An effective marketing manager managing domestic sales, international sales or both, will need to understand different tastes and lifestyles as well as different cultural norms. He or she will incorporate all of this information into the marketing program."
Tags: potitical, social, cultural, external environmental factors, global and domestic marketing decisions
Abstract This paper addresses needs for marketing power tools in Australia. Cultural and business concerns with marketing in the Australian economy are outlined to show problems that exist with marketing generally and with the power tools specifically. Suggestions are made for developing a campaign that addresses the strengths of the proposed tool line and realities of the marketplace.
From the Paper "Surprisingly, given its view of itself as an innovative and creative society, Australia has never been receptive of marketing as a discipline to add value to product sales and distribution. Perhaps because it has a no-nonsense, show-me-don't-tell-me cultural approach to the marketplace, or perhaps because marketing has simply not fully developed as a function in the Australian economy, Australian society has traditionally viewed marketing with suspicion, if not outright rejection. However, as it enters the global marketplace, this orientation will have to change in relation to both product marketing on the part of corporations and marketing evaluation on the part of consumers. Widing puts it starkly when he writes that "developing a market orientation is likely to enhance business performance"."
