What are the cultural issues in International marketing?

Traditions

Habits

Culture

Policies

 MANY THINGS MUST BE KEPT IN MIND...........  CULTURE , TRADITIONS , VALUES , RELIGION , LANGUAGE ETC.............. GOOD DAY

 

“Culture is the integrated sum total of learned behavioural traits that are shared by members of a society”.

Each country has its own traditions, cultural norms and taboos.Cultural awareness should be applied in each and every aspect of International marketing.some of the cultural issues are as follows:

Communications

Religious views

Business structure

Political attitudes

Economic attitudes

 

 

Fully Agreed to Mr. Zafar......... many things also includes....... social attitudes, social organizations, techonology & material culture, Laws, politics & aesthetics etc.

Political issues, Technological issues, Socio-cultural issues and economical issues plays an integral role in international marketing.

Political and Legal Differences:  The political and legal environment of foreign markets is different. The complexity generally increases as the number of countries in which a company does business increases. The political and legal environment is not the same in all provinces of many home markets. For example, the political and legal environment is not exactly the same in all the states of India.

 

(2)  Cultural differences: Cultural differences pose one of the most difficult problems in international marketing. It is essential to understand cultural differences to formulate successful marketing strategies. However, many domestic markets, are also not free from cultural diversity.

 

(3)  Currency unit differences: The currency unit differs from nation to nation. This may sometimes cause problems of currency convertibility, besides the problems of exchange rate fluctuations. There may be differences also in the monetary system and regulations.

 

(4)  Language differences: An international marketer often faces problems due to language differences. Even when the same language is used in different countries, the same words or terms may have different meanings. However, the language problem is not something peculiar to international marketing. For example, the multiple languages in India.

 

(5)  Marketing Infrastructure Differences: The availability and nature of marketing facilities available in different countries may differ widely. For example, an advertising medium very effective in one market may not be available, or may be underdeveloped, in another market.

 

 

 

(6)  High Costs of Distance: When the markets are far removed by distance, the transport cost becomes high and the time required for the delivery tends to become longer. Distance tends to increase certain other costs also.

Culture is the way that we do things around here. Culture could relate to a country (national culture), a distinct section of the community (sub-culture), or an organization (corporate culture). It is widely accepted that you are not born with a culture, and that it is learned. So, culture includes all that we have learned in relation to values and norms, customs and traditions, beliefs and religions, rituals and artefacts (i.e. tangible symbols of a culture, such as the Sydney Opera House or the Great Wall of China). Values and AttitudesValues and attitudes vary between nations, and even vary within nations. So if you are planning to take a product or service overseas make sure that you have a good grasp the locality before you enter the market. This could mean altering promotional material or subtle branding messages. There may also be an issue when managing local employees. For example, in France workers tend to take vacations for the whole of August, whilst in the United States employees may only take a couple of week’s vacation in an entire year.In2004, China banned a Nike television commercial showing U.S. basketball star LeBron James in a battle with animated cartoon kung fu masters and two dragons, because it was argued that the ad insults Chinese national dignity.In2006, Tourism Australian launched its ad campaign entitled "So where the bloody hell are you?" in Britain. The $130 million (US) campaign was banned by the British Advertising Standards Authority from the United Kingdom. The campaign featured all the standard icons of Australia such as beaches, deserts, and coral reefs, as well as traditional symbols like the Opera House and the Sydney Harbour Bridge. The commentary ran: "We’ve poured you a beer and we’ve had the camels shampooed, we’ve saved you a spot on the beach. We’ve even got the sharks out of the pool,". Then, from a bikini-clad blonde, come the tag line: "So where the bloody hell are you?"EducationThe level and nature of education in each international market will vary. This may impact the type of message or even the medium that you employ. For example, in countries with low literacy levels, advertisers would avoid communications which depended upon written copy, and would favour radio advertising with an audio message or visual media such as billboards. The labelling of products may also be an issue.In the People’s Republic of China a nationwide system of public education is in place, which includes primary schools, middle schools (lower and upper), and universities. Nine years of education is compulsory for all Chinese students.In Finland school attendance is compulsory between the ages of7 and16, the first nine years of education (primary and secondary school) are compulsory, and the pupils go to their local school. The education after primary school is divided to the vocational and academic systems, according to the old German model.In Uganda schooling includes7 years of primary education,6 years of secondary education (divided into4 years of lower secondary and2 years of upper secondary school), and3 to5 years of post-secondary education.Social OrganizationsThis aspect of Terpstra and Sarathy’s Cultural Framework relates to how a national society is organized. For example, what is the role of women in a society? How is the country governed – centralized or devolved? The level influence of class or casts upon a society needs to be considered. For example, India has an established caste system – and many Western countries still have an embedded class system. So social mobility could be restricted where caste and class systems are in place. Whether or not there are strong trade unions will impact upon management decisions if you employ local workers.Technology and Material CultureTechnology is a term that includes many other elements. It includes questions such as is there energy to power our products? Is there a transport infrastructure to distribute our goods to consumers? Does the local port have large enough cranes to offload containers from ships? How quickly does innovation diffuse? Also of key importance, do consumers actually buy material goods i.e. are they materialistic?Trevor Baylis launched the clockwork radio upon the African market. Since batteries were expensive in Africa and power supplies in rural areas are non-existent. The clockwork radio innovation was a huge success.China’s car market grew25% in2006 and it has overtaken Japan to be the second-largest car market in the world with sales of8 million vehicles. With just six car owners per100 people (6%), compared with90% car ownership in the US and80% in the UK, the potential for growth in the Chinese market is immense.Law and PoliticsAs with many aspects of Terpstra and Sarathy’s Cultural Framework, the underpinning social culture will drive the political and legal landscape. The political ideology on which the society is based will impact upon your decision to market there. For example, the United Kingdom has a largely market-driven, democratic society with laws based upon precedent and legislation, whilst Iran has a political and legal system based upon the teachings and principles Islam and a Sharia tradition.AestheticsAesthetics relate to your senses, and the appreciation of the artistic nature of something, including its smell, taste or ambience. For example, is something beautiful? Does it have a fashionable design? Was an advert delivered in good taste? Do you find the color, music or architecture relating to an experience pleasing? Is everything relating to branding aesthetically pleasing?

It is main ly the cultural difference between the older and the younger generation.

• Older people would leke to touch and feel a product and would only truct a co that has been around for10-20 years. Also they would like feedback from friends and relatives.
• Younger tech savvy generation do not want to spend time shopping. They would prefer online.
• There is also a cultural difference between the Developed West and Asiaand African countries. In the west they can even buy organic food online but not so in the developing world. There is a question what would be state of the product when it reaches me. Would there be pilferation en route.

Culture issues is the way that we do things around marketing research and marketing message, language etc Helping customers to know your brand and Understanding consumer buying behavior 

- Values

- Beliefs

- Thought process

- Symbols

- Traditions

- Religion

- Language

- Politics

I agree with experts, traditions, religious, cultures, communications, financials,,,,,,