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Cultural Environment in International Marketing

Cultural Environment in International Marketing. What is culture?. Hofstede defines culture as the software of the mind. Culture is the sum-total of the values, rituals, symbols, beliefs, and thought processes that are learned from veneration to generation

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Cultural Environment in International Marketing

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  1. Cultural EnvironmentinInternational Marketing

  2. What is culture? • Hofstede defines culture as the software of the mind. • Culture is the sum-total of the values, rituals, symbols, beliefs, and thought processes that are learned from veneration to generation • It not only affects the consumption patterns, but also industries and production. • Culture has its roots in History and Geography of the country.

  3. Cultural change • Cultural sensitivity means being attuned to the nuances of culture so that a new culture can be viewed objectively, evaluated and appreciated. • Cultural similarities may just be an illusion. • The marketer may opt for planned or unplanned change. • The marketer may also opt for cultural congruence,means marketing products similar to ones already on the market.

  4. Cultural adaptation • An international marketer must leave aside the SRC and adapt to the culture of the host country. • However,the degree of adaptation may vary. • Cultural imperatives are those business customs and expectations that must be met and conformed to or avoided if relationships areto be successful.

  5. Cultural Electives are those norms that cultural aliens may wish to conform to but it is not compulsory. • Cultural Exclusives are those customs or behavior patterns reserved exclusively for the locals and from which the foreigner is barred. • Foreign managers need to be perceptive enough to know when they are dealing with an imperative, an elective or an exclusive and have the adaptability to respond to each.

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