Effects of Culture to Marketing in Italy

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  • Topic: Italian language, Italy, Family
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  • Published : February 23, 2011
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Lappeenranta University of Technology
School of Business
AC40A0101 Cross-Cultural Marketing Strategies
Responsible Teacher Hanna Salojärvi

Effects of Culture to Marketing in Italy
29 November 2010

TABEL OF CONTENTS

1. Introduction2
2. Cultural Characteristics4
3. Hofstede’s dimensions8
4. Implications for marketing10
5. Conclusions12
References14

Introduction

The developing globalization process and companies orientation toward world markets lead to great challenges connected implementing “glocal” approach at markets of different countries. One of these challenges is creating proper and successful marketing strategy for particular country or region. There exist many reasons for it being rather complicated or even confusing task. We can think about geographical, political, economical, cultural etc aspects. But according to chapter 11 of the book “Understanding cross-cultural management” “… the importance of geographic frontiers and politics will gradually diminish because of changes in the economic environment and the evolution of consumer behavior. ” (Marie-Joelle Browaeys & Roger Price, 2008, p. 200). But we also understand that consumer behavior is to a certain degree dependent on people’s values and beliefs. In other words, it is closely related to culture peculiarities. And even if there are some process of uniforming and developing the consumer behavior all over the world, these differences will remain, and companies should take them into consideration in order to succeed in operating at certain market. The main purpose of this paper is analyzing the culture peculiarities of the chosen country in order to define some specific important aspects to be considered while developing marketing strategy for the market. Now, about country itself. So, journalist Anna Pavlovskaya in the magazine “Around the world” (in Russian “Vokrug Sveta” or “Вокруг света” ) describes Italy and Italians as rather contradictory and brightly discrepant from other countries. The following characteristics seemed for me as the most interesting ones. So, the author wrote, for example, that for the majority of visitors Italy is the huge museum where each stone is consecrated by history, in each rural church is the masterpiece of the painting, but at the same time this country is not a museum, in it there people live. And character and life of Italians consist of paradoxes and contradictions. To these people it is difficult, it is almost impossible, to give capacious and short characteristic, unequivocal epithets aren't kept for Italians. Speaking about society we can find such description: the society frequently shares both on sexual, and by an age principle: men retire for serious conversations on football and women, the woman — about affairs family as the youth together is going to chat. Old men sit on shops, observe and discuss an event, even children are divided into small groups from boys and girls. And well-known sociability of Italians at all doesn't mean their openness. Simply so nobody talks to the stranger or foreigner. (A.Pavlovskaya, 2003, pp. 29-31) This seems like simple notes for traveler, but lets see at the more serious paper. As wrote Zigmunt G. Baranski in book “The Cambridge companion to modern Italian culture”: “Italy’s perceived lack of strong and tangible centralizing features has lead people, including many Italians, to consider the country as ‘anomalous’, even backward, in respect to other advanced Western capitalist countries”. (2001, p. 11) So if all these assumptions are even partly true then finding the path to consumers hearts can be really challenging. The structure of this paper is so: I the first part there will be described some facts about the Italian culture, that in my opinion are crucial for consumer behavior and perception of external information; in the second part Italy will be analyzed from point of view of culture dimensions, main attention will...
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