Role of culture in international marketing

Role of culture in international marketing

Today, we face the challenge of internationalization, many companies decide to expand production to other countries, and this brings growth to the economy of their own country. However, there are certain factors that should be taken into account before entering and competing in a foreign market; as the state of its economy, politics. It should highlight the factors that should be known to conduct market research and get to know the needs, preferences and consumption patterns of a country, from a cultural approach.

The culture is acquired in different ways, through our personal experiences, education received in the family, school, college, social clubs, work and general social interaction. Importantly, as argued by the experts there is a part of culture that is formed by the conscious and unconscious beliefs that are lodged deep in the mind and is often not possible to observe directly, but through its manifestations or artifacts.

The culture is conservative essence; it resists change and promotes continuity, since each individual has his mental map and guide behavior established. Every culture has some marked differences from other, mainly with regard to consumer preferences. Therefore, before planning a marketing strategy, companies that want to achieve success in other countries must analyze how consumers use and see certain products. This would be achieved through visits to the country where they want to extend their products, develop friendly relations with people who want to negotiate, perform statistical analyzes of the tastes and preferences of its inhabitants and all this is known as International Marketing.

For all human beings, the cultural environment is known as the values, norms, beliefs, traditions and shared by a society or group taboos, the term culture refers to the culture of the human spirit, is transmitted primarily by parents to children but also by social organizations, special interest groups, government, schools and church. Certain cultural elements have been identified as influential in the study of marketing in business and the success of a product globally.

The culture is so powerful that influences the way people perceive, visualize and act in the world and therefore how they do business and thus the relevance of culture in international negotiations beyond the visible aspects like food, clothing and greetings and also includes the way of thinking and different views sometimes face the same reality. As for some people the grasshopper was a pet, to others could be considered a plague and other culinary delight, just as the topics to be discussed at an international negotiation can often be appointed in the same way but people be thinking of different meanings. Latin Americans must be prepared in managing cultural aspects to succeed in international negotiations.

There is no doubt that globalization is a process prevailing worldwide, in the case of the marketing discipline, offers basic weapons for a better and fairer marketing process, in fact the thing runs in a circle, marketing generates more globalization yet it is the product of it., so it is much easier to ensure the promotion of products much more massive scale and in a lot of really small time and with minimal costs.

The most common example of this is the Internet. Through the web we can then make the dissemination of our product to many customers quickly and much cheaper than if you would use any other means of communication. For example today the fact that most of the world can recognize the logo of Nike or Coca cola without looking at the label is a product of globalization on marketing. We can ensure that the organization that prints globalization on marketing the effect is that companies are increasingly interconnected, but implies the need to transmit information all the time, and also to stay current as a receiver because the consequent is increasing competition.

Brands play a greater role in international marketing, as some brands are recognized around the world even for those who do not understand the words on an ad. However, traders must consider the important regional differences. Certain colors and symbols may have specific meanings in foreign cultures that can cause confusion. For example, the green color often symbolizes the environmental movement in Western cultures and sometimes symbolizes infidelity in Eastern cultures.

International markets give businesses an opportunity to find new markets they sell them. Cultural differences can benefit or hinder marketing efforts. As previously mentioned there are factors to be considered.

The educational levels of society can have an influence on marketing efforts. When it is marketed to countries with low literacy levels, traders generally rely more on radio ads containing oral messages and visual advertisements.

Cultural religious beliefs can influence laws in international countries. Traders have to ensure that advertisements do not violate the law or offend anyone in the country. For example, China banned commercials showing pigs to avoid offending their Muslim populations.

Every day the world seems smaller! - This is what you hear from the international companies from all countries of the world. By advancing technology, new possibilities, efficiency continues to grow constantly and willingness to move between countries, the world and its people are approaching. Progress in technology is the main cause the fast developing world shows its effects. Some sectors such as media, logistics companies and hardware and software manufacturers take advantage of new trends technology. But globalization also involves other components, by example, the factor of political systems in the countries of this world.

Political stability, the grant of the economy, structural barriers markets set by the state, free trade unions; these are topical aspects influencing the globalization of the world economy. Other factors such as ecology and development in this regard are unattended.

The economy is growing and this not only in domestic market. Through cooperation and political negotiations between countries around the world, markets are coming together to form a free and common market.

The effect is the reduction of barriers to entry - open borders - which has the effect of expanding business to other markets. News foreign companies with innovative products and concepts come to domestic market, increasing competition and rivalry competitors, while large enterprises in the domestic market are oriented to other countries.

An increasingly globalized world requires its components development constant adaptation at all times to react appropriately to market changes. Competition in a market multiplies by the number of competitors in the world who come from other markets and

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