Cultural Differences and Global Marketing

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Cultural differences and global marketingCultural differences and global marketing

The progress of humanity and human beings can be attributed to one important factor and that is the strong capability of human beings to understand and adapt to cultural differences. Respecting cultural differences has brought the human beings close together and has tied them in a strong bond. The conquering of the cultural differences has also introduced us to a new terminology, global economy, which is a global system of production, distribution and consumption. The world has become a singular unit because the pace of economic development has accelerated due to an increase in marketing not only at a local level, but also at a global level. Global
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The advertising laws and laws of promotional activities differ from country to country. The qualities of products admissible in one state may differ from what is permissible in some other state. Thus, the types of promotion are influenced by cultural differences. Apart from the legal factors, cultural and technical factors also influence the promotional activities. The demographic and geographic differences in the newspapers and television coverage and the association and link with the Internet also play an important role in the regulation of the promotion package. Consumer goods cannot opt for global standardized options, but the industrial products can select the best marketing strategy to cross the barriers of legal, technical and cultural issues and choose a standardized global option.

The distribution of goods, the fourth global marketing mix factor, is also dependent on the cultural differences. The distribution of consumer goods is affected by the wholesaling and retailing systems whereas the distribution of other products is influenced by the transport and logistical systems. The transport systems, logistical systems, wholesale systems and retail systems differ across the European countries because of legal issues. The cultural differences in these systems across the world have a direct impact on the distribution of products. For example, in some countries a wide range of products can be sold in the retailing outlets while in other
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