Cultural Diversity In International Marketing

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The business world is highly dynamic. Every society is diverse and comprises of many different ethnicities and cultures, backgrounds and beliefs. One-size fits all marketing strategies are a thing of the past. For companies to achieve continuous growth and competitive success, it is necessary to understand the cultural diversity and complexity of marketing activities. In the concept of international marketing, companies face the problems like how to design the marketing strategies according to the cultural diversification. To associate with any market and be successful, marketers have to understand their audience in their context and what matters to them.

Culture is the “patterns of behaviour” and thinking that people living in social groups learn, create, and share. Culture includes their beliefs, rules of behaviour, language, rituals, art, technology, styles of dress, ways of producing and cooking food, religion, and political and economic systems. (Lackmann, Hanson and Lanasa, 1997). Hofsede (1980), states that culture is the collective programming of the mind which distinguishes the member of one human group from another. Svend Hollensen (2011) explains that culture is also affected by political, technological, legal and economic factors. Selfridge and Sokolik (1975) mentions that there are visible- and invisible parts which are indicators of culture. Body speech, clothing, lifestyle, and drinking and eating habits are visible whereas the

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