Culture Is Pervasive in All Marketing Activities

Contents

|Introduction |2 |
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|Culture is pervasive in all marketing activities |3 |
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|“One World Culture” |6 |
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|Conclusions |10 |
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|References |11 |

“Culture is a like dropping an Alka-seltzer into a glass - you don't see it, but somehow it does something” - Hans Magnus Enzensberger

Introduction

It is a widely accepted tenet of marketing that consumers are not homogenous and that their specific tastes, characteristics and desires will influence their response to marketing activities and advertising (Jeannet and Hennessey, 2004; Kotler and Keller, 2006, p. 52). At the same time, it is also accepted that consumers in different cultures tend to have different demographic profiles, lifestyles, values and economic priorities (Yucelt, 2000, p. 59). As a result,

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