Cross-Culturalization: Dimensions of Marketing Research
“When starting a business a cultural analysis needs to be done if the business targets a range of audience from several locations”
Globalization is an inevitable process in the 21st Century, and so is the cross – culturalization. The world is becoming more and more homogeneous, and distinctions between national markets are not only fading but for some products its disappearing. This means that marketing is now becoming a world common discipline. However, on the other hand, the differences among nations, regions, language, regulatory environment, past heritage, ethnic groups, etc in terms of cultural factors still exist in the market place and having obvious impact on the marketing practices of the business organizations. From a marketing point of view it is very important for marketers to realize that the markets in the 21st century are cross-cultural markets and to be aware of and sensitive to the cultural differences is a major premise for the success in the 21st Century marketplace. The following aspects should be vital to be considered by a business: * cultural impacts on marketing (international versus domestic) * cross-cultural dimensions of marketing research * cross-cultural aspects of marketing mix (products, price, promotion, and distribution) * cross-cultural marketing education and professional training * cross-cultural practice in electronic marketing
Cross-cultural marketing can be seen as the strategic process of marketing among consumers whose culture differs from that of the marketer’s own culture at least in one of the fundamental cultural aspects, such as language, religion, social norms and values, education, and the living style.
From the anthropological perspective all market behaviours are culture-bound. Therefore, in order to match the marketing mix with consumer preferences, purchasing behavior, and product-use patterns in a potential market, marketers must have a thorough understanding of the cultural environment of
Globalization is an inevitable process in the 21st Century, and so is the cross – culturalization. The world is becoming more and more homogeneous, and distinctions between national markets are not only fading but for some products its disappearing. This means that marketing is now becoming a world common discipline. However, on the other hand, the differences among nations, regions, language, regulatory environment, past heritage, ethnic groups, etc in terms of cultural factors still exist in the market place and having obvious impact on the marketing practices of the business organizations. From a marketing point of view it is very important for marketers to realize that the markets in the 21st century are cross-cultural markets and to be aware of and sensitive to the cultural differences is a major premise for the success in the 21st Century marketplace. The following aspects should be vital to be considered by a business: * cultural impacts on marketing (international versus domestic) * cross-cultural dimensions of marketing research * cross-cultural aspects of marketing mix (products, price, promotion, and distribution) * cross-cultural marketing education and professional training * cross-cultural practice in electronic marketing
Cross-cultural marketing can be seen as the strategic process of marketing among consumers whose culture differs from that of the marketer’s own culture at least in one of the fundamental cultural aspects, such as language, religion, social norms and values, education, and the living style.
From the anthropological perspective all market behaviours are culture-bound. Therefore, in order to match the marketing mix with consumer preferences, purchasing behavior, and product-use patterns in a potential market, marketers must have a thorough understanding of the cultural environment of