Assignment 3

Explain critically the view that culture lies at the centre of global marketing
problems

What is culture

Culture is the system of knowledge shared by a relatively large group of people

In the global market there are a different culture in different countres. Culture
differences is important to achieve success in any market. There are national
and local culture to consider, remember to address political and business
cultures, when developing marketing strategy. EX . nestle suffered a significant
critism when a breast milk substitutes market in Africa was deemed to be cause
of malnutrition in babies. While there was nothing wrong with their product,
nestle was a fault because the company did’t consider the possibility that
reduced literacy levels in Africa world in their brest milk substitute being
misused.

There are some country fear uncertainty and risk taking and others are you can
to success attitude thrives. Some culture grimace at the use of terms, symbols
or even colors. Different colors appeal more in certain countries particularly in
religious societies then in others. EX. Red is very much color of luck to the china,
but a warning sign to many other nationalities.

Gender is a factor when considering your target market. In any country but in
some societys it is more relevant then in others. if you are selling medical
supplies in Russian the vast majority of Russian doctor are women. And other
countries U.S.,Australia and U.K. man make up majority of doctors.

Political influences on business culture

Political influences past and present can also affect the way people view what
they read and hea. some people have never known, or have only recently had
the freedom to choose for themselves. Others rely on their governments or
what they consider to be their betters to tell them what is should be avoid.

Special considerations in emerging markets

The Chinese and Indian markets in particular front the change of emerging
markets on the global business sence and will represent a significant part of
world marketing growth for decades to come.

Family structures in china, japan and other asian countrys differ from those in
many other countrys. family consideration command respect in all maters,
including investment and individual action. Because older family members
command so much respect and influence they are the logical target audience.

In india collective culture have been a way of life for hundreds of years. The
cast system of social standing is permanent in Indian society and present
particular challengies to avoid causing offcence. In business circles sindhis,
marwadi and gujaratis dominates business houses,many of which were built on
family values and ideas.

Religious beliefs play a significant role in Indian society.religion influences every

aspect of their lines including their response and their reaction to marketing
copy. Motivational selling techniques are considred crass to many Indians while
educational, emotive and informative data is more readily accepted.