How does an investigation of social-cultural influence provi
2014-11-12 01:36
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1.International marketing in general is influenced by socio-cultural, background,
1.International marketing in general is influenced by socio-cultural, background, religious beliefs and customs which can not be overviewed. The cultural dimension provides the chance and challenge to marketers. So the investigation is significant which will make the decision accordingly and more correctly. With the following we will introduce the necessity in detail.Custom is the most important factor influence the marketing. In fact, successful marketing people saw the close connection between custom and customers: the way to turn people into customers is to make your product part of their customary actions. Sometimes whole industries are created around a custom (Halloween costumes) and at other times, customs are created around a product (Valentine’s Day cards). In both cases, marketers took advantages of the basic human need for ritual. Cultures distinguish themselves by their rituals, even when they share a common language.Collecting knowledge about local custom is best done up close and first hand. Getting “on the ground” information is well worth the cost that it may entail. If your first trip to a new country is for the purpose of selling a product rather than investing the potential to sell one, you may be disappointed. Marketers have to learn how, why, and when the target market goes about its business in order to make your product fit.Another should be taken into consider is language: Most of the world’s national boundaries are set along linguistic perimeters. Especially names, which are important in every language and for marketers, brand names are paramount. Arriving in a new market with a great new product that’s saddled with a bad brand name could spell disaster. Even established international companies have problems with their names: Siemens is rarely spelled correctly anywhere but Germany, and few people in east Asia can pronounce Nestle property, nor can Westerners pronounce Hyundai. Investigation of the language was surely key in naming the product. Also, the history cannot be neglected. Every country and culture, whether it’s as ancient as India or as young as the Czech Republic, has a history that will greatly affect both the market and the marketer. Understanding that history will enable a marketer to approach the culture in a more subtle manner, and it will certainly cause an adjustment of schedule. On the other end, a culture that has been marked by independence for some time will have few fears of foreign operations and may find the subtle approach far too lackluster and slow.Marketers may bring their own business to the process and should take care to separate themselves, at least emotionally, from their personal and cultural history. Oftentimes, this includes racial prejudices that are difficult to shake, earlier political disagreements that have never been fully settled, of old unhealed war wounds.
本文来自中国科教评价网 Moreover, when entering the foreign there will be many other aspects should be learned, such as religion, the family, the education ect. The investigation of the culture dimension will provide insights for the managers, and then they will deal with the business easily and appropriately. In some cases, it runs along gender lines.Generally speaking, the investigation of socia-cultural influences will benefit the the marketing: engage your know-how to increase security; get important details to reach your most important prospective customers; reduce your costs for goods credits and hence: increase your profit. The managers need to put great emphasis on the investigation.
