{"id":4040,"date":"2014-05-08T18:22:32","date_gmt":"2014-05-08T18:22:32","guid":{"rendered":"http:\/\/www.marketingteacher.com\/international-marketing-and-culture\/"},"modified":"2015-06-30T15:18:31","modified_gmt":"2015-06-30T15:18:31","slug":"international-marketing-and-culture","status":"publish","type":"post","link":"https:\/\/marketingteacher.com\/staging\/5483\/international-marketing-and-culture\/","title":{"rendered":"International Marketing and Culture"},"content":{"rendered":"<h1>International Marketing and Culture<\/h1>\n<ul class=\"lessonlinks\">\n<li class=\"lesson active\"><a href=\"https:\/\/marketingteacher.com\/staging\/5483international-marketing-and-culture\/\">Lesson<\/a><\/li>\n<li class=\"exercise\"><a href=\"https:\/\/marketingteacher.com\/staging\/5483exercise-international-marketing-and-culture\/\">Exercise<\/a><\/li>\n<li class=\"answer\"><a href=\"https:\/\/marketingteacher.com\/staging\/5483answer-international-marketing-and-culture\/\">Answer<\/a><\/li>\n<\/ul>\n<h2>What is the influence of culture on international marketing?<\/h2>\n<p><strong>Culture<\/strong> is the way that we do things around here.   Culture could relate to a   country (national culture), a distinct section of the community   (sub-culture), or an organization (corporate culture). It is widely   accepted that you are not born with a <u>culture<\/u>, and that it is   learned. So, culture includes all that we   have learned in relation to values and norms, customs and traditions,   beliefs and religions, rituals   and artefacts (i.e. tangible symbols of a culture, such as the Sydney   Opera House or the Great Wall of   China).<\/p>\n<h2>Values and Attitudes<\/h2>\n<p>Values and attitudes vary between nations, and even vary within   nations. So if you are planning to   take a product or service overseas make sure that you have a good grasp   the locality before you enter   the market. This could mean altering promotional material or subtle   branding messages. There may also   be an issue when managing local employees. For example, in France   workers tend to take vacations for   the whole of August, whilst in the United States employees may only take   a couple of week&#8217;s vacation   in an entire year. <\/p>\n<ul>\n<li>In 2004, China banned a Nike television commercial showing U.S.   basketball star LeBron James in a   battle with animated cartoon kung fu masters and two dragons, because it   was argued that the ad insults   Chinese national dignity.<\/li>\n<li>In 2006, Tourism Australian launched its ad campaign entitled <em>&quot;So   where the bloody hell are you?&quot;<\/em> in Britain. The $130 million (US) campaign was banned by the British   Advertising Standards Authority from   the United Kingdom. The campaign featured all the standard icons of   Australia such as beaches, deserts,   and coral reefs, as well as traditional symbols like the Opera House and   the Sydney Harbour Bridge.   The commentary ran: <br \/>\n\t\t\t\t\t\t\t<em>&quot;We&#8217;ve poured you a beer and we&#8217;ve had the camels shampooed, we&#8217;ve   saved you a spot on the beach.   We&#8217;ve even got the sharks out of the pool,&quot;.<\/em> <br \/>\n\t\t\t\t\t\t\tThen, from a bikini-clad blonde, come the tag line: <br \/>\n\t\t\t\t\t\t\t<em>&quot;So where the bloody hell are you?&quot;<\/em><\/li>\n<\/ul>\n<h2>Education<\/h2>\n<p>The level and nature of education in each international market will   vary. This may impact the type   of message or even the medium that you employ. For example, in countries   with low literacy levels,   advertisers would avoid communications which depended upon written copy,   and would favour radio   advertising with an audio message or visual media such as billboards.   The labelling of products may   also be an issue.<\/p>\n<ul>\n<li>In the People&#8217;s Republic of China a nationwide system of public   education is in place, which   includes primary schools, middle schools (lower and upper), and   universities. Nine years of   education is compulsory for all Chinese students.<\/li>\n<li>In Finland school attendance is compulsory between the ages of 7 and   16, the first nine years of   education (primary and secondary school) are compulsory, and the pupils   go to their local school.   The education after primary school is divided to the vocational and   academic systems, according to   the old German model.<\/li>\n<li>In Uganda schooling includes 7 years of primary education, 6 years   of secondary education   (divided into 4 years of lower secondary and 2 years of upper secondary   school), and 3 to 5 years   of post-secondary education.<\/li>\n<\/ul>\n<h2>Social Organizations<\/h2>\n<p>This aspect of Terpstra and Sarathy&#8217;s Cultural Framework relates to   how a national society   is organized. For example, what is the role of women in a society? How   is the country governed &#8211;   centralized or devolved? The level influence of class or casts upon a   society needs to be considered.   For example, India has an established caste system &#8211; and many Western   countries still have an   embedded class system. So social mobility could be restricted where   caste and class systems are   in place. Whether or not there are strong trade unions will impact upon   management decisions if   you employ local workers.<\/p>\n<h2>Technology and Material Culture<\/h2>\n<p>Technology is a term that includes many other elements. It includes   questions such as is there   energy to power our products? Is there a transport infrastructure to   distribute our goods to consumers?   Does the local port have large enough cranes to offload containers from   ships? How quickly does   innovation diffuse? Also of key importance, do consumers actually buy   material goods i.e. are they   materialistic?<\/p>\n<ul>\n<li>Trevor Baylis launched the clockwork radio upon the African market.   Since batteries were expensive   in Africa and power supplies in rural areas are non-existent. The   clockwork radio innovation was a huge   success.<\/li>\n<li>China&#8217;s car market grew 25% in 2006 and it has overtaken Japan to be   the second-largest car   market in the world with sales of 8 million vehicles. With just six car   owners per 100 people (6%),   compared with 90% car ownership in the US and 80% in the UK, the   potential for growth in the Chinese   market is immense.<\/li>\n<\/ul>\n<h2>Law and Politics<\/h2>\n<p>As with many aspects of Terpstra and Sarathy&#8217;s Cultural Framework,   the underpinning social culture   will drive the political and legal landscape. The political ideology on   which the society is based will   impact upon your decision to market there. For example, the United   Kingdom has a largely market-driven,   democratic society with laws based upon precedent and legislation,   whilst Iran has a political and   legal system based upon the teachings and principles Islam and a Sharia   tradition.<\/p>\n<h2>Aesthetics<\/h2>\n<p>Aesthetics relate to your senses, and the appreciation of the   artistic nature of something,   including its smell, taste or ambience. For example, is something   beautiful? Does it have a fashionable   design? Was an advert delivered in good taste? Do you find the color,   music or architecture relating to   an experience pleasing? Is everything relating to branding aesthetically   pleasing?<\/p>\n<h2>References<\/h2>\n<p>Terpstra, v. and Sarathy, R. (2000) International Marketing, 8th   Edition, Dryden Press.<\/p>\n<p>Hall, E.T. and Hall, M.R. (1986) Hidden Differences: doing business   with the Japanese, Anchor Press.<\/p>\n<p>Therefore <strong>international marketing<\/strong> needs to take into   account the local culture of the country in   which you wish to market.<\/p>\n<p>The <strong>Terpstra and Sarathy Cultural Framework<\/strong> helps   marketing managers to assess the cultural nature   of an international market. It is very straight-forward, and uses eight   categories in its analysis.   The Eight categories are Language, Religion, Values and Attitudes,   Education, Social Organizations,   Technology and Material Culture, Law and Politics and Aesthetics.<\/p>\n<h2>Language<\/h2>\n<p>With language one should consider whether or not the national culture   is predominantly a high context   culture or a low context culture (Hall and Hall 1986).  The concept   relates to the balance between the   verbal and the non-verbal communication. <\/p>\n<p>\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"\/image\/content\/terpstra.gif\" alt=\"international marketing\" class=\"large yellow aligncenter\" \/><\/p>\n<p>In a low context culture spoken language carries the emphasis of   the communication i.e.   what is said is what is meant. Examples include Australia and the   Netherlands.<\/p>\n<p>In a high context culture verbal communications tend not to carry a   direct message i.e. what is said <u>may not<\/u> be what is meant. So with a high context culture hidden   cultural meaning needs to be considered,   as does body language. Examples of a high context cultures include Japan   and some Arabic nations.<\/p>\n<h2>Religion<\/h2>\n<p>The nature and complexity of the different religions an international   marketer could encounter is   pretty diverse. The organization needs to make sure that their products   and services are not offensive, unlawful   or distasteful to the local nation. This includes marketing promotion   and branding.<\/p>\n<ul>\n<li>In China in 2007 (which was the year of the pig) all advertising   which included pictures of pigs was   banned. This was to maintain harmony with the country&#8217;s Muslim   population of around 2%. The ban included   pictures of sausages that contained pork, and even advertising that   included an animated (cartoon) pig.<\/li>\n<li>In 2005 France&#8217;s Catholic Church won a court injunction to ban a   clothing advertisement   (by clothing designers Marithe and Francois Girbaud) based upon Leonardo   da Vinci&#8217;s Christ&#8217;s   Last Supper.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Culture is the way that we do things around here. Here could be a country (national culture), a distinct selection of the community (sub-culture), or an organization (corporate culture). It is widely accepted that you are not born with a culture, and that it is learned.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[23],"tags":[],"class_list":["post-4040","post","type-post","status-publish","format-standard","hentry","category-international-marketing"],"_links":{"self":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4040","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/comments?post=4040"}],"version-history":[{"count":0,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4040\/revisions"}],"wp:attachment":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/media?parent=4040"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/categories?post=4040"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/tags?post=4040"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}