Marketing: Considering Culture
When marketing your product or service, whether you be promoting London electricians services or a new alcoholic beverage on a global scale, it is imperative that you understand your market and its embedded culture. In competing in a global business environment a company consequently has to interact with customers, distributors, suppliers and competitors from a plethora of various cultural backgrounds. Subsequently, the company will need to learn to work with a range of various beliefs and values, set of social of norms and ways of doing business. Therefore, as firms seek to expand their marketing and pursue new avenues and grow as a business, it has become vital to understand how different markets will react to new product introductions and how the role of embedded country culture contributes to these reactions. This point is summarised by Dwyer, Mesak & Hsu (2005) “Firms are increasingly trying to expand their marketing efforts in pursuit of new sales opportunities in foreign countries. Thus, it has become important to determine how consumers in different countries may respond to new product introductions.” Trompenaars (1996) suggests likening culture to the layers of an onion, with the outer layer reflecting the observable natures of culture such as apparel and the spoken work, the middle layers representing norms and values and lastly the core being what must be understood and reconciled fully to achieve a successful business across cultures. So don’t be fooled in to believing a product that has proven itself in one country will follow suit across the pond, solid sound research is key, do your homework and test the waters before you sink.
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