Marithe Francois Girbaud

International Marketing

International Marketing and Culture
What is the influence of culture in international marketing?
Culture That is how we do things here. Culture can be linked to a country (national culture), a separate section of the community (subculture), or organization (corporate culture). Is widely accepted not to be born with a culture and you learn. Thus, culture includes everything that we learned in securities and norms, customs and traditions, beliefs and religions, rituals and objects (eg, tangible symbols of culture, such as the Sydney Opera House or the Great Wall of China).
Therefore, international marketing must take into account the local culture of the country in which you want on the market.

Terpstra and Sarathy cultural framework helps marketers to assess the cultural character of an international market. It's simple, and uses eight categories in their analysis. The eight categories are language, religion, values and attitudes, education, organizations social, technology and material culture, law and politics and aesthetics.
Language
In the language should consider whether or not national culture is primarily a culture of high context and low context culture (Hall and Hall, 1986). The concept is linked to the balance between verbal and nonverbal.
In a context of low culture of the spoken language is the subject of communication is what is said is what you mean. Some examples are Australia and the Netherlands.
In a high context culture tend to be a verbal message directly, what is said can not be what is meant. So, with a high context culture hidden cultural significance must be considered, like body language. Examples of High context cultures include Japan and certain Arab countries.
Religion
The nature and complexity of different religions could find a trade is very diversified. The organization must ensure that their products and services that are not offensive, illegal or in bad taste in the local country. This includes promotion marketing and branding.
In China in 2007 (which was the year of the pig) advertisement featuring images of pigs was prohibited. It was to maintain harmony with the population Muslim country of about 2%. The ban includes pictures of pork sausage containing and even advertising, which included an animation (cartoons) pork.
In our view, the Church in France won a 2005 court order to prohibit an advertisement for clothing (clothing designer Marithe and Francois Girbaud) based on Leonardo da Vinci Last Supper of Christ.
Values and Attitudes
The values and attitudes vary between nations, and even vary within nations. If If you plan to have a product or service overseas make sure you have a good understanding of the city before entering the market. This could mean changing the promotional material or brand messages subtle. It may also be a problem in the management of local employees. For example, workers in France tend to take holidays for the month of August, while workers in the United States can take a few weeks of vacation per year.
In 2004, China has banned a television commercial showing U.S. Nike basketball star LeBron James in a battle with cartoon kung fu masters and two dragons, it is alleged that the advertising offensive to the Chinese national dignity.
In 2006, Tourism Australia has launched its advertising campaign entitled "Where are you?" In Great Britain. $ 130 million (U.S.) campaign was prohibited by the British Advertising Standards Authority in the United Kingdom. The campaign seems all the standard icons of Australia such as beaches, deserts and coral reefs, as well as traditional symbols such as the Opera House and Harbour Bridge in Sydney. The commentary says:
"We poured a beer and we've had the camels shampoo, we saved a spot on the beach. Until we have a pool of sharks. "
Then a blonde bikini, see the slogan:
"So, where are you?"
Education
The level and nature of education in each international market vary. This can influence the type of message or medium that you used. For example, in countries with low literacy, prevent advertisers communications depends on the written copy, and would support a radio advertising with an audio or visual, such as billboards. Labelling products can also be a problem.
In the People's Republic of China as a national public education system is in place, including elementary schools, middle schools (lower and upper), and universities. Nine years of compulsory education for all students Chinese.
In Finland, school attendance is compulsory between the ages of 7 and 16, the first nine years of education (primary and secondary) are mandatory, and students go to their local school. Education after primary school is divided systems and training university on the German model of age.
In the school of Uganda has seven years of primary education, six years secondary education (which is divided into four years of high school and two years of upper secondary education) and 3-5 years post-secondary.
Social Organizations
This aspect of Terpstra and Sarathy cultural frame of reference to how a national society is organized. For example, what is the role of women in society? How to govern the country – centralized or decentralized? The level of impact Class or projected onto a company must be considered. For example, India has established a caste system – and many Western countries have yet a system of integrated classes. Thus, social mobility may be restricted, where the systems of caste and class are in place. Exists whether strong unions to influence management decisions, if you employ local workers.
Materials technology and culture
The technology is a term which includes many other elements. It includes questions such as Is there energy to operate our products? Is there a transportation infrastructure to distribute our products to consumers? Is the local port is sufficient for downloading large cranes and shipping containers? How quickly disseminate innovation? It is also essential that consumers buy material that is, goods that are materialistic?
Trevor Baylis started crank radio in the African market. Since the batteries were expensive in Africa and food in rural areas are lacking. Radio Innovation liquidation was a great success.
China's car market grew 25% in 2006 and has surpassed Japan as the market for used cars over the world's largest, with sales 8 million vehicles. With only six car owners per 100 people (6%), compared to car ownership of 90% U.S. and 80% in the United Kingdom, the growth potential in the Chinese market is huge.
Law & Politics
As with many aspects of Terpstra and Sarathy Marco Culture, social culture that animate the political and legal landscape. The political ideology in which the company is based impact on their decision not to market. For example, the United Kingdom has a large market, democratic society based on law and previous legislation, while Iran has a policy and a legal system based on the teachings and principles of Islam and the Islamic tradition.
Aesthetic
Aesthetics is related to their meaning, and appreciation of the artistic nature of something, including its smell, taste or environment. For example, is a beautiful thing? Do you have a fashion design? Was an announcement issued in good taste? Is it the color, music and architecture in relation to a pleasant experience? Is it all related to the aesthetic brand Nice?
References
Terpstra, V. and Sarathy, R. (2000) International Marketing, 8th edition, Dryden Press.
Hall, ET and Hall, M. (1986) Hidden Differences: Doing Business with the Japanese, Anchor Press.

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