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Cross Cultural Issues In International Marketing

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1) International marketing is seen as the strategic process of marketing among consumers whose culture differs from that of the company’s own culture. If the marketing manager wants to succeed they must create the marketing mix that meets the consumer’s values with respect to their culture. Discuss and illustrate using any elements or dimensions of culture of your choice.
Cross-cultural issues appear when the companies enter to the foreign countries. Although globalization increases day to day, cultural differences remain essential problem for companies. Knowledge of the foreign countries’ culture, consumer values, business methods and behaviors, and adapting these differences are essential to achieve success in the global marketing.
When the …show more content…

But only in Japan they couldn’t achieve, because Japanese differ in terms of consumerism, development. In 2000, Carrefour entered the market and applied standardization international marketing plan, which applied in the other Asian countries. The main component is to create mega markets, and to sell local products and create close relationships with local suppliers. Carrefour didn’t follow the Japanese customers’ expectations and idea. In Japan the company implemented low price strategy, which brought low quality products idea. Japanese earn high income, and they like to buy luxury goods. Japanese are brand conscious, price sensitive. They consume products which make them …show more content…

Trompenaars introduced cultural dimensions. I will illustrate several of these cultural dimensions on behalf of Japan.
 Individualism versus collectivism: One of these dimensions is individualism versus collectivism. This dimension explains how people determine themselves and their relationship with others. Japanese yield to collectivism. Japanese prefer egalitarian distribution of power and feel independent on the collective thought. Except among the older people, religion is not strong force among the young generation. Japanese culture, communication and customs are difficult for foreigners because of homogeneity of the population.
Communication in Japan is very difficult. The words are very similar and have several meaning. In order to understand clearly both verbal and non-verbal communication is very essential. For example, in Japanese culture, frown may be understood as disagreement.
But today Japan is changing, younger generation is more independent. Now Japanese identifies them in accordance to nationality rather than ethnicity. Nowadays Japanese are moving individualism, they value employees regarding to responsibility and individual

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