Marketing Mix in International Cultures

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A recent study (Tylor, 1913), shows that culture can be defined as a way that an individual behaves in the society he belongs to. It includes the kinds of lifestyles, his daily practices, the law that governs him and civic morals. Usunier (1996, p.12) states that some elements of culture include languages, nationality, education, occupation, ethic & racial groups, religion, family, sex, community class and company culture.

The marketing mix comprises of the four P- frameworks namely Product, Price, Place and Promotion. A recent study (Doswell & Gamble, 1981) has shown that the product is the main unit of high importance, the price is value the product is going to be sold for, the place describes how it’s going to be distributed to the market and the promotion involves methods in how the product is marketed. The following shows how the marketing mix can be used to describe the impact of culture while doing businesses in other countries.

The Product- a recent study (McDonald, 2000) has shown that the product branding and the product life cycle affect how well it will do. The brand name of the product will decide what kind of marketing strategies to use; whether it is a global or local brand. Doing some market research on the culture of the country will allow businesses to draw up a product life cycle (PLC). A PLC has five stages including introduction, growth, maturity, saturation and decline. Businesses will need to decide which marketing strategy to use at which stage.

For example, meat products are restricted in most parts of India as about 80% of the population are Hindus (What Should I Serve A Hindu Guest Who Adheres to Dietary Restrictions? [Online], Available: Therefore, it is not ideal to sell meat products in India because of the religion there. The brand of the meat could be world famous brands but it will see itself in a decline at the...
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