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Different Culture Leads To Different Marketing and Business PPT

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Mushir Alam
Mushir Alam

Culture has a significant impact on marketing and business. Different cultures lead to differences in marketing approaches, business practices, and product preferences between regions. Market segmentation, consumer behavior studies, and marketing communications must all take local culture into account. Cross-cultural marketing management is important for both domestic and global business success.

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DIFFERENT CULTURE LEADS TO DIFFERENT MARKETING AND BUSINESS. Mushir Alam. SAP Id: 500035082 Enrollment number: R740214003 MBA International Business 2014-16 College of Management & Economic Studies, UPES (Dehradun) Dissertation report Presentation
INTRODUCTION Culture is the collective programming of the mind that distinguishes the members of one category of people from those of another. - Geert Hofstede. Marketing is a form of communication between you and your customers with the goal of selling your product or service to them. Communicating the value of the product or service is a key aspect of marketing. Cross Culture marketing management leads to different type of marketing and business both domestically and globally. Different culture leads to different marketing and business between two or more regions, countries and nations beyond their political boundaries. Usually, marketers undertake such tradition and culture for business and marketing aspect. Culture s Impact On Marketing -: Segmentation. Demographic Study. Note -: Culture Marketing -: A specific type of culture marketing that is geared towards promoting a message to a a certain group of potential purchasers from a particular culture or demographic.
CONTENTS -: Literature Review Finding Objective Research Methodology. Analysis. Conclusion References.
Literature Review -: Finding -: 1) Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. (Douglas B. Holt) Journal of Consumer Research Vol. 29, No. 1 (June 2002), Published by: Oxford University Press Stable URL: http://www.jstor.org/stable/10.1086/339922 1) Impact on the Human Nature /Anti Brand sentiment of the Western culture and other countries. 2) Social Phenomena 3) Cultural Ethnographic. 4) Teenage Preference 5) Customer Action 2) What Impact Does Culture Have on Market Strategy and Segmentation? By Stan Mack, A business writer specializing in finance, business ethics and human resources. His work has appeared inthe online editions of the "Houston Chronicle" and "USA Today," among other outlets. Mack studied philosophy and economics at the University of Memphis 1) Segmentation Of Market. 2) Selling power per dollar spent on marketing. 3) Market Potential Targeting The teenagers. 4) Street Promotion. 3) When Does Culture Matter in Marketing? Research that explores the circumstances under which culture influences consumer purchasing decisions. Regarding "Welch's grape juice(Between Asian American and Anglo -Amercan ) November 1, 2005 | by Alice LaPlante 1) Global Marketing. 2) Cultural Difference in International Marketing. 3) Culture Vs. Personal Knowledge. 4) Consumer Judgment.
Literature Review -: Finding -: 4) What Impact Does Culture Have on Market Strategy and Segmentation? By George Boykin, Demand Media 1) Culture is a pervasive descriptor that helps to define market segments. 2) Culture is to market segments as market segments are to marketing strategies. 3)Culture influences Consumer Behavior. 5) The role of culture and purchase motivation in service encounter evaluations. Authors (JanBenedict E. M. Steenkamp) (Tilburg University, The Netherlands) Citation -: JanBenedict E. M. Steenkamp, (2001) "The role of national culture in international marketing research", International Marketing Review, Vol. 18 Iss: 1, pp.30 44) 1) Role of culture and purchase motivation in influencing consumers evaluations of services. 2) Contrast Asian and Western travelers. 3)Culturebased biases in the evaluation process might depend on the consumers purchase related goals. 4) The Ritz Carlton hotel advertisements in Asia emphasize respect for tradition and wisdom even as the hotel embraces the future 5) To summarize, Western and Asian cultures exhibit dichotomies in two basic dimensions: 1. (1) communication context余 and 2. (2) power distance.
Literature Review -: Finding -: 6) The Changing Role of Marketing in the Corporation. Frederick E. Webster, Jr. Journal of Marketing Vol. 56, No. 4 (Oct., 1992), pp. 117 1)Culture Influence on Partnership and Business. 2) Impact On Buyer Seller Relationship. 3) Impact On M&A / Acquisition / Corporate Culture 7)The Influence of Culture on marketing and advertisement to multi cultural consumer. By Neelen Leslie (Florida State University) 1)Cultures Influence in Marketing to the multicultural consumer. 2)Americanization 8) The role of national culture in international marketing research. Author(s) - JanBenedict E. M. Steenkamp (Tilburg University, The Netherlands) Citation - JanBenedict E. M. Steenkamp, (2001) "The role of national culture in international marketing research", International Marketing Review, Vol. 18 Iss: 1, pp.30 44 1)Role Of National Culture in Marketing. 2) Relationship between the individual and the group余 2. Social inequality余 3. Social implications of gender (Masculine and Feminine) 9) The Effect of a Market Orientation on Business Profitability. John C. Narver and Stanley F. Slater Journal of Marketing Vol. 54, No. 4 (Oct., 1990), pp. 2035 1)Impact of culture on Business Profitability. 2)Culture Influences Business Performance.
Literature Review -: Finding -: 6) The Changing Role of Marketing in the Corporation. Frederick E. Webster, Jr. Journal of Marketing Vol. 56, No. 4 (Oct., 1992), pp. 117 1)Culture Influence on Partnership and Business. 2) Impact On Buyer Seller Relationship. 3) Impact On M&A / Acquisition / Corporate Culture 7)The Influence of Culture on marketing and advertisement to multi cultural consumer. By Neelen Leslie (Florida State University) 1)Cultures Influence in Marketing to the multicultural consumer. 2)Americanization 8) The role of national culture in international marketing research. Author(s) - JanBenedict E. M. Steenkamp (Tilburg University, The Netherlands) Citation - JanBenedict E. M. Steenkamp, (2001) "The role of national culture in international marketing research", International Marketing Review, Vol. 18 Iss: 1, pp.30 44 1)Role Of National Culture in Marketing. 2) Relationship between the individual and the group余 2. Social inequality余 3. Social implications of gender (Masculine and Feminine) 9) The Effect of a Market Orientation on Business Profitability. John C. Narver and Stanley F. Slater Journal of Marketing Vol. 54, No. 4 (Oct., 1990), pp. 2035 1)Impact of culture on Business Profitability. 2)Culture Influences Business Performance.
FINDING / OBJECTIVE -: ) Culture leads To Product diversification. 2) Variation in Demand and Supply of the Product At a global level. 3) Consumer Response Due To Advertisement. 4) Impact on Supply Chain Buyer and seller network has a variation due to culture. 5) Relationship Building Between Workers, management, customers and commodities. 6) Brand Variation In Retail Market. 7) Standardization of Product 8) Psychology and the customer behavior. 9) Competitive advantage for marketers and customers Business Building. 10) Thought Process Both customer and marketer. Note -: Cannibalism is Also a part of culture.
RESEARCH METHODOLOGY -: Primary Research -: Primary research (or field research) -Primary research includes: surveys direct observations interviews and focus groups that are developed and conducted by you or your researcher. Secondary research -: Secondary research (or desk research) gathers existing information through available sources. Secondary research examples include: information on the internet existing market research results existing data from your own stock lists and customer database information from agencies such as industry bodies, government agencies, libraries and local councils. Quantitative research -: Quantitative research gathers numerical data. Quantitative research includes: Surveys on customer return frequency Sales figures Industry product sales numbers Online or phone questionnaires Social Networking Qualitative research -: Qualitative research gathers views and attitudes. It includes: Focus groups with customers and potential customers to understand their feelings and attitudes towards your products and services formal and informal conversations with customers about their satisfaction
Muslim Non -Muslim Western Culture/Americanization Income Level 500000INR Income Level 500000INR Income Level 500000INR Pork (Food) Adaptability 0% Beef (Food ) Adaptability 50 % {Health Issue} and occasionally. Beef (Food) A Kind Of. Pork (Food) Occasionally and health Issue Beef (Food) A Kind Of. Pork (Food) Occasionally and health Issue. Alcohol (Beverage) Adaptability 0% Depends on occasion - 10 % Alcohol (Beverage)Adaptability - Yes Health Issue 50 % Occasionally 90 % Alcohol (Beverage)Adaptability - Yes Health Issue 30% Occasionally 96% Abaya (Dress) Yes Sindoor - No Sindoor (Tradition) Hindus Yes Christians As A fashion. Abaya (Dress) Occasionally Sindoor Occasionally Christians use Sindoor as a Fashion. Abortion (Medical ) Totally Banned Abortion (Medical) As Per Law . Ex Four Countries in Latin America (Chile Dominican Republic , El Salvador and Nicaragua) Depends But Not Banned
Middle East (Islamic Countries) Non -Muslim Countries Having Western Culture/Americanization Women Employment- Very Less or not In Middle East (Saudi Arabia) Follow Sharia (Islamic Law) Women Employment- Much or equality to Men Or Women in western countries Women Employment- Depends On the Qualification /Or equality Business Negotiation- Much Participation Om Male in compare to Women Business Negotiation- Much or equality to Men Or Women in western countries Business Negotiation- Equality Between Men And Women /Depends On Qualification. Social Responsibility- Much to male in Middle East countries Social Responsibility- Much or equality to Men Or Women in western countries Social Responsibility- Equality Between Men And Women /Depends On Qualification.
CONCLUSION /SUGGESTION -: Consumer Perception. Service Quality. Demand And Supply. Manufacturing on the Basis Of Consumer Demand And Culture. Business Negotiation is affected. Culture Is Affecting the Marketer at both domestic and global level, even the customer demand and supply.
REFERENCES -: slideshare.com womenonwaves.org google.com abortion- clinics.eu/abortion-europe wikepedia.com scribd.com facebook.com managmentparadise.com American marketing Association http://www.jstor.org/stable/10.1086/339922 saudiaramco.com John C. Narver and Stanley F. Slater / Journal of Marketing
Think About Culture Before Marketing Thank you

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Different Culture Leads To Different Marketing and Business PPT

  • 1. DIFFERENT CULTURE LEADS TO DIFFERENT MARKETING AND BUSINESS. Mushir Alam. SAP Id: 500035082 Enrollment number: R740214003 MBA International Business 2014-16 College of Management & Economic Studies, UPES (Dehradun) Dissertation report Presentation
  • 2. INTRODUCTION Culture is the collective programming of the mind that distinguishes the members of one category of people from those of another. - Geert Hofstede. Marketing is a form of communication between you and your customers with the goal of selling your product or service to them. Communicating the value of the product or service is a key aspect of marketing. Cross Culture marketing management leads to different type of marketing and business both domestically and globally. Different culture leads to different marketing and business between two or more regions, countries and nations beyond their political boundaries. Usually, marketers undertake such tradition and culture for business and marketing aspect. Culture s Impact On Marketing -: Segmentation. Demographic Study. Note -: Culture Marketing -: A specific type of culture marketing that is geared towards promoting a message to a a certain group of potential purchasers from a particular culture or demographic.
  • 3. CONTENTS -: Literature Review Finding Objective Research Methodology. Analysis. Conclusion References.
  • 4. Literature Review -: Finding -: 1) Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. (Douglas B. Holt) Journal of Consumer Research Vol. 29, No. 1 (June 2002), Published by: Oxford University Press Stable URL: http://www.jstor.org/stable/10.1086/339922 1) Impact on the Human Nature /Anti Brand sentiment of the Western culture and other countries. 2) Social Phenomena 3) Cultural Ethnographic. 4) Teenage Preference 5) Customer Action 2) What Impact Does Culture Have on Market Strategy and Segmentation? By Stan Mack, A business writer specializing in finance, business ethics and human resources. His work has appeared inthe online editions of the "Houston Chronicle" and "USA Today," among other outlets. Mack studied philosophy and economics at the University of Memphis 1) Segmentation Of Market. 2) Selling power per dollar spent on marketing. 3) Market Potential Targeting The teenagers. 4) Street Promotion. 3) When Does Culture Matter in Marketing? Research that explores the circumstances under which culture influences consumer purchasing decisions. Regarding "Welch's grape juice(Between Asian American and Anglo -Amercan ) November 1, 2005 | by Alice LaPlante 1) Global Marketing. 2) Cultural Difference in International Marketing. 3) Culture Vs. Personal Knowledge. 4) Consumer Judgment.
  • 5. Literature Review -: Finding -: 4) What Impact Does Culture Have on Market Strategy and Segmentation? By George Boykin, Demand Media 1) Culture is a pervasive descriptor that helps to define market segments. 2) Culture is to market segments as market segments are to marketing strategies. 3)Culture influences Consumer Behavior. 5) The role of culture and purchase motivation in service encounter evaluations. Authors (JanBenedict E. M. Steenkamp) (Tilburg University, The Netherlands) Citation -: JanBenedict E. M. Steenkamp, (2001) "The role of national culture in international marketing research", International Marketing Review, Vol. 18 Iss: 1, pp.30 44) 1) Role of culture and purchase motivation in influencing consumers evaluations of services. 2) Contrast Asian and Western travelers. 3)Culturebased biases in the evaluation process might depend on the consumers purchase related goals. 4) The Ritz Carlton hotel advertisements in Asia emphasize respect for tradition and wisdom even as the hotel embraces the future 5) To summarize, Western and Asian cultures exhibit dichotomies in two basic dimensions: 1. (1) communication context余 and 2. (2) power distance.
  • 6. Literature Review -: Finding -: 6) The Changing Role of Marketing in the Corporation. Frederick E. Webster, Jr. Journal of Marketing Vol. 56, No. 4 (Oct., 1992), pp. 117 1)Culture Influence on Partnership and Business. 2) Impact On Buyer Seller Relationship. 3) Impact On M&A / Acquisition / Corporate Culture 7)The Influence of Culture on marketing and advertisement to multi cultural consumer. By Neelen Leslie (Florida State University) 1)Cultures Influence in Marketing to the multicultural consumer. 2)Americanization 8) The role of national culture in international marketing research. Author(s) - JanBenedict E. M. Steenkamp (Tilburg University, The Netherlands) Citation - JanBenedict E. M. Steenkamp, (2001) "The role of national culture in international marketing research", International Marketing Review, Vol. 18 Iss: 1, pp.30 44 1)Role Of National Culture in Marketing. 2) Relationship between the individual and the group余 2. Social inequality余 3. Social implications of gender (Masculine and Feminine) 9) The Effect of a Market Orientation on Business Profitability. John C. Narver and Stanley F. Slater Journal of Marketing Vol. 54, No. 4 (Oct., 1990), pp. 2035 1)Impact of culture on Business Profitability. 2)Culture Influences Business Performance.
  • 7. Literature Review -: Finding -: 6) The Changing Role of Marketing in the Corporation. Frederick E. Webster, Jr. Journal of Marketing Vol. 56, No. 4 (Oct., 1992), pp. 117 1)Culture Influence on Partnership and Business. 2) Impact On Buyer Seller Relationship. 3) Impact On M&A / Acquisition / Corporate Culture 7)The Influence of Culture on marketing and advertisement to multi cultural consumer. By Neelen Leslie (Florida State University) 1)Cultures Influence in Marketing to the multicultural consumer. 2)Americanization 8) The role of national culture in international marketing research. Author(s) - JanBenedict E. M. Steenkamp (Tilburg University, The Netherlands) Citation - JanBenedict E. M. Steenkamp, (2001) "The role of national culture in international marketing research", International Marketing Review, Vol. 18 Iss: 1, pp.30 44 1)Role Of National Culture in Marketing. 2) Relationship between the individual and the group余 2. Social inequality余 3. Social implications of gender (Masculine and Feminine) 9) The Effect of a Market Orientation on Business Profitability. John C. Narver and Stanley F. Slater Journal of Marketing Vol. 54, No. 4 (Oct., 1990), pp. 2035 1)Impact of culture on Business Profitability. 2)Culture Influences Business Performance.
  • 8. FINDING / OBJECTIVE -: ) Culture leads To Product diversification. 2) Variation in Demand and Supply of the Product At a global level. 3) Consumer Response Due To Advertisement. 4) Impact on Supply Chain Buyer and seller network has a variation due to culture. 5) Relationship Building Between Workers, management, customers and commodities. 6) Brand Variation In Retail Market. 7) Standardization of Product 8) Psychology and the customer behavior. 9) Competitive advantage for marketers and customers Business Building. 10) Thought Process Both customer and marketer. Note -: Cannibalism is Also a part of culture.
  • 9. RESEARCH METHODOLOGY -: Primary Research -: Primary research (or field research) -Primary research includes: surveys direct observations interviews and focus groups that are developed and conducted by you or your researcher. Secondary research -: Secondary research (or desk research) gathers existing information through available sources. Secondary research examples include: information on the internet existing market research results existing data from your own stock lists and customer database information from agencies such as industry bodies, government agencies, libraries and local councils. Quantitative research -: Quantitative research gathers numerical data. Quantitative research includes: Surveys on customer return frequency Sales figures Industry product sales numbers Online or phone questionnaires Social Networking Qualitative research -: Qualitative research gathers views and attitudes. It includes: Focus groups with customers and potential customers to understand their feelings and attitudes towards your products and services formal and informal conversations with customers about their satisfaction
  • 10. Muslim Non -Muslim Western Culture/Americanization Income Level 500000INR Income Level 500000INR Income Level 500000INR Pork (Food) Adaptability 0% Beef (Food ) Adaptability 50 % {Health Issue} and occasionally. Beef (Food) A Kind Of. Pork (Food) Occasionally and health Issue Beef (Food) A Kind Of. Pork (Food) Occasionally and health Issue. Alcohol (Beverage) Adaptability 0% Depends on occasion - 10 % Alcohol (Beverage)Adaptability - Yes Health Issue 50 % Occasionally 90 % Alcohol (Beverage)Adaptability - Yes Health Issue 30% Occasionally 96% Abaya (Dress) Yes Sindoor - No Sindoor (Tradition) Hindus Yes Christians As A fashion. Abaya (Dress) Occasionally Sindoor Occasionally Christians use Sindoor as a Fashion. Abortion (Medical ) Totally Banned Abortion (Medical) As Per Law . Ex Four Countries in Latin America (Chile Dominican Republic , El Salvador and Nicaragua) Depends But Not Banned
  • 11. Middle East (Islamic Countries) Non -Muslim Countries Having Western Culture/Americanization Women Employment- Very Less or not In Middle East (Saudi Arabia) Follow Sharia (Islamic Law) Women Employment- Much or equality to Men Or Women in western countries Women Employment- Depends On the Qualification /Or equality Business Negotiation- Much Participation Om Male in compare to Women Business Negotiation- Much or equality to Men Or Women in western countries Business Negotiation- Equality Between Men And Women /Depends On Qualification. Social Responsibility- Much to male in Middle East countries Social Responsibility- Much or equality to Men Or Women in western countries Social Responsibility- Equality Between Men And Women /Depends On Qualification.
  • 12. CONCLUSION /SUGGESTION -: Consumer Perception. Service Quality. Demand And Supply. Manufacturing on the Basis Of Consumer Demand And Culture. Business Negotiation is affected. Culture Is Affecting the Marketer at both domestic and global level, even the customer demand and supply.
  • 13. REFERENCES -: slideshare.com womenonwaves.org google.com abortion- clinics.eu/abortion-europe wikepedia.com scribd.com facebook.com managmentparadise.com American marketing Association http://www.jstor.org/stable/10.1086/339922 saudiaramco.com John C. Narver and Stanley F. Slater / Journal of Marketing
  • 14. Think About Culture Before Marketing Thank you