The Effect of Language on International Marketing

The American Marketing Association defines marketing as "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders". (2005) Simply put, marketing is the process by which businesses assess the needs and desires of consumers in order to provide products and/or services to meet those needs in the most efficient and cost effective manner. Truly effective marketers do market research in an effort to understand their target market and create marketing strategies based on the characterization of those in the target area.

The language is defined as “human communication through the use of spoken or written words,” but that definition must include that language is also a cultural identity – “the fact of being who or what a person or thing is”. In other words, the language provides information about your roots; it is one of the most valuable resources to communicate with your mother culture.

Marketing is a very unique process that enables limitless methods or variations for an entity to appeal to a particular target market as well as to deter from a particular market. Marketing is used in more than just business; The kinds of clothes an individual wears and the attitude a person portrays can be used to market him or herself to the public for many reasons: Maybe to attract a woman a man is attracted to, possibly to impress the president of a company a person is interviewing for, and even to just create a base of his or her character in which other people will judge him or her by. Marketing is everywhere from the business side of the spectrum to relationships people have

Language is an extremely important part of culture, but also spreads, develops, and changes over time. Language is a part of culture and can be used to define a culture. Language can be diffused in many ways. Today there are thousands of languages that are constantly being spoken and spread around the world. An example would be Singapore or South Africa. Singapore and South Africa are two completely different countries located in completely different parts of the world, yet both of their official languages is English. Languages can be spread and changed over

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New

Language is related to culture because I believe that a language influences people’s culture and it is also the way that people express themselves in their culture. We use language to demonstrate how we see, participate in, and how we learn from the world.

Due to different attitudes it can be difficult for an international organisation to bring their message across to the public and build long term relationships with the customers and the partners. Attitudes can also affect the organisational structure and the management style of a company, i.e. according to Hofstede’s scale; British people like to be treated equally and they don’t want their managers to give them orders, whereas Indian people are used to being told what to do by their managers, and find it difficult if a company operates otherwise. This shows, that a company would have to change its management style completely if were to expand from UK to India as Indian people would find it difficult to work independently and without constant

Kotler, P., & Keller, K. (2012). Marketing Management (14th ed., pp. 517-518). Essex, London: Prentice Hall.

1. To what extent is a global approach to international marketing appropriate to firms in the Asia-Pacific?

Armstrong, G. Brown, L. Burton, S. Deans, K., & Kotler, P. (2010). Marketing (pp. 4-40). New South Wales: Pearson

Language is perhaps the most important key to understanding culture in general and the specific values, beliefs, attitudes, and opinions of a particular individual or group.

Every company depends on an efficient marketing program to fulfill customers' needs. Marketing is a process of finding out what the customer wants and meeting those requirements. Within the company, the marketing group has to consider customer values and customer satisfaction before considering offering a product. Marketing is part of our everyday world, and can be perceived everywhere and every time. At any time, everyone has been exposed to different kinds of marketing or advertising depending upon personal necessities such as T.V commercials, radio, internet, etc.

The Marketing Concept The marketing concept has evolved over the last years, marketing reflects to a key approach to doing business. An organisations objective is to make profit, to do this they have to consider the marketing concept, in order to satisfy customers. For an organisation to be successful should divert its attention away from particular products and towards the interest of the customers. Customers changing their needs and wants influence an organisations strategies and plans. Meeting customer’s needs is the main key in marketing.

The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. The one supports the standardization approach and argues that multinational companies’ behavior should be uniform to minimize total costs and promote a global corporate image. The other argues for the need for adaptation to fit the unique dimensions of each local market. This research investigates companies’ practical level of adaptation and standardization in international markets. It identifies

In general terms, marketing is all related to the places of buying and selling of goods and services to satisfy customers’ needs. Nowadays marketing is the most important issues for success of every business marketing is the activity, set of institution, and process for creating, communicating, delivering, and