INTRODUCTION:
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.
THEORIES:
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
Recommended Marketing Strategies Strategy in marketing, involves harnessing several of a company’s resources in order to meet customers’ needs by way of market analysis, an understanding of competitors actions, globalization and governmental actions. These are work well together with a concentration of technological situation and technology situations (Ranchhod & Gurau, 2007). Marketing strategies should always have a mission statement present. By understanding the business, an organization is able o make steps in defining its mission, a statement of the organization’s scope often identifying the customers, it’s markets, the products as well as values (Kerin, Hartley, & Berkowitz, 2006).
Culture is a group of individuals that share the same Behaviors, traditions, faith, heritage, traditions and self values and beliefs. The beauty of culture is the fact that it is ever growing and constantly
Different countries will have different cultural perspectives, rituals and product usage. M&S may struggle with the understanding on how to operate a business in the emerging market, as M&S which origin from UK may not know the cultures of other countries, such as China. M&S will first need to understand the local cultural background of the countries, in order to sell the goods and services effectively (tutor2u, 2012). Thus, cultural differences will be faced when doing business in emerging markets. Furthermore, the disadvantage of emerging markets is the economic risk.
Culture is the string that connects groups of people with common values or norms. The most common type of culture is physical; things such as physical appearance, food, clothing, behavior, arts, literature, and music. A more abstract form of culture are things like values, beliefs, worldviews, principles, and ethical guidelines (Rubia Jovel, Karla, et al.)(1). One can see the evolution of humanity just by looking at a particular culture. But every day a little piece of culture dies out and humans get one step closer to a singular culture society.
The effectiveness of Diversity and Cultural Competence. Western culture is usually referred to when talking about the culture of the United States. Our culture began its development with the first English settlers in the early 1600’s and continued to evolve from influences from Native Americans and the arrival of immigrants from Asia, Africa, and Latin America. This created a melting pot of cultures which has turned into one of the most influential forces on Earth. Today, with a population exceeding 300 million people, the United States continues to be a place for immigrants, by immigrants, whether as a place of refuge or for those seeking the American dream.
According Ballentine and Roberts (2015:81) culture consists “of ideas and “things” that are passed on from one generation to the next in a society-the knowledge, beliefs, values, rules or laws, language, customs, symbols, and material products (such as food, houses, and transportation) that help meet human needs. Culture provides guidelines for living” Ferrante (2011:60) defined culture as “way of life of a people, more specifically the human strategies created for adjusting to the environment and to those creatures including humans that are part of that environment”. In other words culture refers to the inclusion of both material and nonmaterial components that provide guidelines for the member’s behaviour. Learning and understanding our culture puts our social world in an understandable framework, providing a tool that we can use to
Summary This article illustrates the importance of culture which Peter Vaill (1989) defines it as "a system of attitudes, actions, and artifacts that endures over time and operates to produce among its members a relatively unique common psychology" (p.147). In summary of this article, it emphasis the importance of accepting different cultures then ones own. Culture is an underlying construct of the way we express ourselves through interaction, performance, and on a social basis.
Culture is an umbrella term that covers almost every aspects of life. It includes different concepts when viewed from various perspectives. It can be described in individual level as well as communal level, though they are mutually dependent. An individual defines culture at the level of the community he or she follows the patterns of the society in which he or she lives.
Marketing as an organizational philosophy has been based on the marketing concept. Choose either (not both) Boeing or Embraer and discuss how they have communicated some of the principles of the marketing concepts in the video. Boeing’s Marketing Position Boeing utilizes several marketing strategies related to the readings for this discussion; examples of four key categories are related to Diversification, Market Mix, Product Development, and Organizational Strategies. These four key terms is what makes Boeing the leader in the aviation industry worldwide. The company’s ability and understanding of their organizational strategy and product development is key to the company’s profitability, if Boeing understands what the customer wants by performing primary and secondary research they can deliver an outstanding product that will allow for higher sales not only with the target delivery customer but future customers worldwide.
3.Multiculturalism is an ethnic diversity, where in a community contains multiple cultures. As of today, Canada recognizes the potential of all Canadians, the belief of all citizens are equal, keeping their identities and showing acceptances. Showing acceptances in Canadians is from taking pride in their ancestry, feeling secure, self-confidence and accepting diverse cultures. In the T.V shows, I watch was all crime shows, showing that the people are there to loved each other in different ethnic culture. Canadian multiculturalism has been good in T.V shows where the characters show a discourages of hatred, discrimination and violence, but shown a little bit violence in crime shows.
Canada is known as one of the most diverse countries in the world. Also, this diversity is due solely on immigration. These people may have little to no understanding of the English language. So, the question becomes should new immigrants that want to become Canadians speak only English? I disagree with this notion because Canada would begin lacking in: cultural diversity, translators, and in racial diversity.
In today world of intense competitive marketing decisions often become vital distinguishing factors between industry leaders and other market players. The strategic marketing decision is taken based on their marketing mix i.e. 4 P'S of marketing. Controlling these parameters, companies may consider various internal and external marketing challenges. The marketing mix of the firm in a large part is the product of evolution that comes from day to day marketing, the mix represents the program that a management evolved in the ever challenging market (Bordern, 1994). This paper will study the world -known and reputable airline company, Delta Airlines to approach the context of marketing of the U.S Airline Industry.
In hospitality industry, there are many issues, challenges and trends that a hotel or a restaurant might face. In recent years, cultural diversity in the workplace has become a major in hospitality industry. This paper concentrates on discussing about the current situation of cultural diversity in the workplace of hospitality industry, then analyzing some benefits and challenges of cultural diversity in hospitality organizations and giving practical recommendations that help hospitality organizations to deal with cultural diversity issues. Diversity is defined as the differences among people. Cultural diversity means that the differences between people in gender, traditions, language, etc.
Lack of understanding local customers’ shopping habit cultures. Using a suitable strategy to adapt and match the host nation’s culture is one of the most difficult challenges that many multinational enterprises have to overcome (Alphonse 2014). According to Harzing test based on Barlett & Ghosal’s foreign market entry theory (1999), while
Culture is defined by characteristics that are shared by a group of people. It is usually represented by language, religion, cuisine, traditional clothes, music, arts, and is dependent on social habits. Therefore, culture plays a major role in an individual’s perspective of life and his/her personality. Cultures have differed than each other, depending on the places they were established in, the way of survival people pursued to acclimate with different circumstances, and how they shared their experiences with each other.