CULTURAL ASPECTS CULTURAL ASPECTS OF MARKETING ON OF MARKETING ON FOREIGN MARKETSFOREIGN MARKETS

KATERYNA POLIANSKA

a complicated and interdependent set of elements including the knowledge, beliefs and values, the art, the law, customs and the moral rules and all other types of abilities and customs purchased by a human being as the member of a particular community.

E. Tylor

Culture is …Culture is …

The importance of culture can be shown by following statements:

• culture affects market demand;• managerial behavior is driven by his/her cultural

knowledge; • knowledge of Native culture is useful when dealing

with home markets but it has little value when dealing in foreign markets;

• culture affects the nature of business negotiations • culture acts as a hidden entry barrier, but it can be

overcome with cultural sensitivity, hard work & quality.

Cultural elementsCultural elements

•LanguageLanguage•ReligionReligion

•Law and politicsLaw and politics

•Values Values and and attitudesattitudes

•EducationEducation•Social Social organizationorganization

•AestheticsAesthetics•Technology and Technology and Material CultureMaterial Culture

THE KEY OF SUCCESSTHE KEY OF SUCCESS

Cultural conditioning Cultural conditioning is like an iceberg — is like an iceberg — we are not aware of we are not aware of nine-tenths of it.nine-tenths of it.

is adaptation to the environmental is adaptation to the environmental differences from one market to anotherdifferences from one market to another

The primary obstacles to The primary obstacles to success in international success in international marketing are:marketing are:

• self-reference criterion (SRC)

• an associated ethnocentrism

Rules for doing business across cultures:Rules for doing business across cultures:

• be prepared;• slow down;• establish trust; • respect the culture; • be able to handle culture shock;• understand surface culture and deep culture;• be sensitive to different body language and different meanings of gestures;• keep the appropriate physical space/distance, eye contact, volume and speed of speech and silence in the course of conversation.

The successful businessperson in the 21st century will have global awareness and a frame of reference that goes beyond a region or even a country and encompasses the world.

Knowing about the cultural circumstances of your target country can either help you save money, or prevent making mistakes.

Moreover, when international marketing is done well and the needs and wants of customers in other countries are well understood - it can enrich you, your family, your company as well as your country.

Good luck!