Culture in Marketing Essay

meaning and provide them with rules for behavior in their organization, however culture does not necessarily imply uniformity of values. Often different values can be displayed by people of the same culture.

Culture is an observable, powerful force in any organization. “Made up of its members’ shared values, beliefs, symbols, and behaviors, culture guides individual decisions and actions at the unconscious level. As a result, it can have a potent effect on a company’s well-being and success” (One Page, n.d.).

This paper will focus on the many elements and dimensions of France and the affect it has on the business that takes place locally and internationally. There will be constant comparisons and contrasts between France and the United States of America taking place throughout this entire research article. I will focus on how the elements and dimensions of the culture separately are adapted by the locals and integrated into everyday life and business. I will also give insight on how to conduct business in France for other countries, mainly the United States, by talking about the countries imports and exports and

“Culture consists of the symbols, rituals, language, and social dramas that highlight organizational life, including myths, stories, and jargon. It includes the shared meanings associated with the symbols, rituals, and language. Culture combines the philosophy of the firm with beliefs, expectations, and values shared by members. It contains the stories and myths about the company's founder and its current leading figures. Organizational culture consists of a set of shared meanings and values held by a set of members in an organization that distinguish the organization from other organizations. An organization's culture determines how it perceives and reacts to the larger environment (Becker, 1982; Schein, 1996). Culture determines the nature

Cultural differences between nations often require a company to have multiple marketing strategies. What may be acceptable in on country may not be acceptable in another country. The cultural differences require companies to develop marketing plans that are suitable for each individual culture. Not being aware of and understanding the cultural differences can create costly and embarrassing errors that may actually offend those in other countries. Cultural differences can affect the colors of products, the graphics used on packaging, and how the product is communicated to the foreign target market.

1- Based on the definition of Ricky W. Griffin, Michael W. Pustay in their book international business a managerial perspective in chapter four they defined culture in saying, culture is the collection of attitudes, beliefs, values, customs, and behaviors that distinguish one society from another. A society’s culture decides the rules that govern how firms operate in the society. many characteristics of culture are worth noting for their relevance to international business.

Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.

Culture within an organisation is a system of shared values, beliefs and norms of individuals in the organisation and how the value consensus creates a way in which people behave. The shared values have a strong influence on the individuals in the organisation and dictates how a person acts, dresses and performs in their job. A unique culture is developed and maintained by an organisation which provides guidelines and boundaries, through informal means, for the behaviour of the people within the organisation.

The attitude, values, ideals and beliefs of individuals are greatly influenced by the culture in which they live. Precisely, culture is the sum total of the ways of life of people in a particular society.

It is commonly known that different organisations have their individual cultures. Culture describes who they are and what they stand for. It relates to the organisation 's traditions, customs, beliefs, meanings, morals, ethics, norms, language, shared values and practices. The business culture determines how people communicate within the company. There are numerous factors affecting

There are many cultural and ethical differences between countries and it is important for mutual trust and respect that no organization try to strong-arm another into their way of thinking or take a position that their culture is more valuable than the other. According to Pitta, Fung, and Isberg (1999), it is vital for success to have a basic understanding of the culture and the expectations within cultures as they affect all business transactions. Failing to understand and consider the cultural differences will likely result in failure.

2. How would leveraging capabilities with respect to the Indonesian market differ between an Australian/New Zealand producer of computer software and an Australian/New Zealand manufacturer of automotive parts?

     Cultures are varying among different parts of the globe. People with different cultures have different characteristics and viewpoints on the subjects due to diverse understanding and method of learning. During the past few decades, the international trade grows in a very rapid rate due to the advantages that it provides; “increased sales, operational efficiencies, exposure to new technologies and broader consumer choices” (Heslin). Therefore, when considering the culture aspect to current business world, it is crucial for business to understand the culture aspect because of the tremendous growth of international business as well as utilize the international market to its maximum

The rise of brand culture has targeted and influenced the consumer’s thoughts and behavior while purchasing any kind of product in today’s market. There have been numerous studies that clarify how culture does influence the consumption of brands towards consumers. It’s evident that consumers who classify themselves as cultural are likely to be ‘ brand loyal’. By saying this the iPhone plays a strategic role in manipulating consumers into buying the brand. Consumers who love the company behind the iPhone ‘Apple’ have a strong bond with it as the phone itself offers Icloud, IOS, style, design and reliability that no other brand can provide them. That’s one significant reason why consumers purchase and stick to Apple’s products. Not only does it provide trust to its consumers but it also includes upgrading the phones to new versions over years. Once a customer sticks with Apple in general they tend to stay with them for a long time.

Culture indeed plays a very important role in deriving the Marketing strategies of a Firm. A good marketer is the one who adapts to the culture he is selling in and alters his Marketing Mix accordingly. In the current assignment we have selected China, one of the BRICS Nation, and analyzed how different aspects of the Chinese Culture impacts the Marketing Mix and how a marketer should respond to ensure he could grab a good market share while working in China.