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Culture and Marketing Research

In: Business and Management

Submitted By funshyolu2
Words 303
Pages 2
In domestic marketing research, emphasis is on making decisions on the four marketing mix and developing marketing plan; while international marketing research goes further to elicit additional information on country's political stability, cultural attributes and geographical characteristics.

Culture refers to widely shared norms or patterns of behavior of a large group of people. It is the values, attitudes, beliefs, artifacts and other meaningful symbols represented in the pattern of life adopted by people that help them interpret, evaluate and communicate as members of society.

The cultural dimension of international marketing research affects research topic, research design and plan, data collection and measurement, data analysis and interpretation.

The article provides illustrative demonstration of the impacts of cross cultural differences (language, etiquette, non-verbal communication, norms and values) on the marketing mix:

Product: A soft drink was introduced into Arab countries with an attractive label that had six-pointed stars on it. The Arabs interpreted this as pro-Israeli and refused to buy it.

Place: A drinks company tried to introduce a two-litre drinks bottle into Spain unsuccessfully only to discover later that Spaniards had fridge doors large enough to accommodate the large size bottle.

Promotion: When Pepsi co advertised Pepsi in Taiwan with the ad "Come Alive with Pepsi" they had no idea that it would be translated into Chinese as "Pepsi brings your ancestors back from the dead.

The above illustrations are probably due to marketing research conducted with no sensitivity to the culture of the market.

References
Articlebase (2010 November). “The breadth and scope of international marketing research along with the main additional complexities faced by the international marketing researcher”. Retrieved from...

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