Theoretical and Practical Perspectives
CHAPTER FOUR The Cultural Environment
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The Cultural Environment
The final aspect of the marketing and advertising environment that the international marketer must consider is the culture of a particular country. Marketers have traditionally examined a potential market’s demographic and geographic characteristics, as well as economic and political factors, in order to determine if and how they might impact the marketing mix. However, only in recent years has greater attention been paid to the cultural environment. Each country exhibits cultural differences that influence consumers’ needs and wants, their methods of satisfying them, and the messages they are most likely to respond to. The international business literature reveals hundreds of blunders that have resulted from miscalculating—or simply ignoring—the cultural environment. This chapter explores the concept of culture and its various elements, and discusses tools potentially useful to international marketers attempting to analyze foreign cultures and penetrate foreign markets.
CONCEPT OF CULTURE
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