Different Culture Leads To Different Marketing and Business PPT

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 ResearchVol. 29, No. 1 (June 2002), Published by: Oxford University PressStable 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 Phenomena3) Cultural Ethnographic.4) Teenage Preference5) 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.


Finding -:

4) What Impact Does Culture Have on MarketStrategy and Segmentation?By George Boykin, Demand Media

1) Culture is a pervasive descriptor that helps to definemarket segments.2) Culture is to market segments as marketsegments are to marketing strategies.3)Culture influences Consumer Behavior.

5) The role of culture and purchase motivation in service encounter evaluations.Authors (Jan‐Benedict E. M. Steenkamp) (Tilburg University, The Netherlands)Citation -: Jan‐Benedict 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 influencingconsumers’ evaluations of services.2) Contrast Asian and Western travelers.3)Culture‐based biases in the evaluation process might depend on the consumers’ purchase relatedgoals.4) The Ritz‐ Carlton hotel advertisements in Asia emphasize respect for tradition and wisdom even as the hotel embraces the future5) To summarize, Western and Asian cultures exhibit dichotomies in two basic dimensions:1. (1) communication context; and2. (2) power distance.


Finding -:

6) The Changing Role of Marketing in the Corporation.Frederick E. Webster, Jr.Journal of MarketingVol. 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)Culture’s Influence in Marketing to the multicultural consumer.2)Americanization

8) The role of national culture in international marketing research.Author(s) - Jan‐Benedict E. M. Steenkamp (Tilburg University, The Netherlands)Citation - Jan‐Benedict 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;2. Social inequality;3. Social implications of gender (Masculine and Feminine)

9) The Effect of a Market Orientation on Business Profitability.John C. Narver and Stanley F. SlaterJournal of MarketingVol. 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 - YesHealth Issue – 50 %Occasionally – 90 %

Alcohol (Beverage)Adaptability - YesHealth Issue – 30%Occasionally – 96%

Abaya (Dress) – YesSindoor - No

Sindoor (Tradition) Hindus – YesChristians – As A fashion.

Abaya (Dress) – OccasionallySindoor – OccasionallyChristians use Sindoor as a Fashion.Abortion (Medical ) – Totally

BannedAbortion (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

http://www.jstor.org/stable/10.1086/339922

http://www.jstor.org/stable/10.1086/339922

Think About Culture Before Marketing

Thank you

Different Culture Leads To Different Marketing and Business PPT

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